To combat declining sales, makeup brushes get creative

Key takeaways:

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• To capitalise on online beauty trends, makeup brush brands are reducing the time they take to get products to market. Sigma created a new version of its bestselling brush in just a few months to respond to demand for lighter, dewier looks.
• Social media influencers have popularised brushes for skincare products like masks and moisturisers. Last year, Sephora Collection released a line of charcoal- and collagen-infused brushes targeted at customers interested in skincare.
• While there are many competitors in the value brush category, high-end makeup applicators that retail for over $100 present an opportunity.

There&#;s a product sold at Sephora that&#;s infused with collagen and promises healthy, glowing skin. But it&#;s neither a serum nor a moisturiser &#; it&#;s a makeup brush.

Gone are the days of wispy, throwaway applicators that came free with products. The facial brush market, once the near-exclusive province of MAC and niche makeup artist brands, has seen explosive growth worldwide, including in the US (up 15 per cent to $347 million in ) and France (up 19 per cent in ). The prestige makeup applicator category alone is worth $325 million in the US, according to NPD, a figure that doesn&#;t include the large market for more accessibly priced brushes. Net-a-Porter carries 300 brushes on its website, costing between $18 to $450 for a set.

Makeup trends led by influencers, such as contouring and baking, have spurred the sale of brushes. &#;We saw these huge accelerated gains in the makeup category and brushes definitely followed that cadence,&#; says Beth Hayes, vice president at Sephora Collection. &#;When highlighting was at the peak a few years ago, our fan highlighting brush became our new number one SKU [stock keeping unit] overnight.&#;

But as customers hit the saturation point for brushes and shift more of their dollars from makeup to skincare, as evidenced by the slowdown in makeup sales growth, the category is getting more competitive. In fact, sales in the prestige makeup tools category declined 6 per cent in the US last year, according to NPD, forcing brush makers to get more creative.

Responding quickly to online trends  

American beauty company Sigma has worked with its Chinese manufacturing facility for 10 years; and this long relationship has allowed the brush maker to shorten its product release timeframe from a year-plus to just three to four months. &#;It is challenging for us to keep the clients interested or needing to purchase new brushes,&#; says Simone Xavier, Sigma&#;s founder. &#;When we see a makeup trend, we immediately address that,&#; she says, joking that she spends &#;every second of my day on the internet&#;.

Made-to-measure cosmetic brushes and applicators have the potential to become an important part of the beauty industry in the future.

Let's discover the benefits of developing a tailor made range of cosmetic brushes.

1. Enhance the product application

Made-to-measure brushes not only provide a more professional and high-end feel to the overall beauty routine, but they can also help to enhance the quality of the makeup application.

By using a high-quality brush or applicator that has been specifically designed for a particular product formula, consumers can achieve a more polished and professional look.

2. Build brand loyalty

Tailor made brushes and applicators also help to build brand loyalty.

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Many consumers are willing to pay a premium for high-quality, branded beauty products, and cosmetic brushes and applicators are no exception.

By developing a range of branded brushes and applicators, beauty companies can build a loyal following among consumers who appreciate the quality and attention to detail that these products provide.

3. Create a more consistent brand image

Another benefit of branded cosmetic brushes and applicators is that they can help to create a more consistent brand image. By using consistent branding and design across all of their products, companies can create a strong visual identity that is instantly recognizable to consumers.

Why choosing Pennelli Faro as partner in developing your range of trailer-made cosmetic brushes?

Our mission, in Pennelli Faro, is to formulate and manufacture the perfect brush that answers the needs of our Clients and those of their end users.

We transform ideas into innovative cosmetic brushes and applicators. We develop and industrialize answers for our Clients&#; needs.

Our innovation is technical, intrinsic to the soul of the applicator. Innovation that stands on a solid experience.

At our disposal, the widest catalogue of collections for your ready-to-market projects. Beside this, infinite possibilities of customization, from the most innovative raw materials, to the most functional shapes, to the highest distinctive aesthetics.

Sustainability and environmental awareness meet the biggest industrial capacity in Made in Italy brush and cosmetic applicator manufacturing.

LET US INSPIRE YOU Join us during our webinar

If you are looking for the development of a made in Italy tailor-made range of brushes, join us during our free webinar next 

May 9th, 4:30 pm CEST

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If you are looking for more details, kindly visit Personalized Makeup Brushes.