제 8 호 Changing of Makeup Trends
Kicker: LIFE (MAKEUP)
Changing of Makeup Trends
Makeup is not essential
By Eugene Ha, Reporter
Usually, many women take longer to get ready to go out than men. If you have a job associated with your image or, on a day when you have to look good, you have to pay attention to your looks and clothes hours before you go out. However, now a new makeup trend has emerged due to corona. This has also brought about a change in our lifestyle too. Some women are on a cosmetics diet by not putting on makeup at all or minimizing steps, which is also linked to the anti-corset movement to break away from the obsession with appearance. Now what happened to the makeup trend? Let's find out about the new cosmetic trend issue.
A Downward Trend in Color Cosmetics
Color cosmetics have been in recession since Covid 19. The first reason is to refrain from going out due to social distance, and secondly, color cosmetics have the characteristics of being applied to the mask well. In fact, in the Women's Beauty Category Report 2020 on Open Survey, the top 3 cosmetics products, which have been used less than before Corona 19, have been released. The first liquid foundation is 37.1% lower than the previous one, and the second cushion is 40.9%. Lastly, lipstick shows a trend of decreasing by 56.7%. When we look at the figures from online shopping malls, Lotte Home Shopping reported that the amount of orders for color cosmetics decreased by 31.6% in February. Gmarket, which recently surveyed color cosmetics between July and August, decreased by 12% compared to the same period last year-on-year. As you can see, color cosmetics have lost their popularity in the Corona era.
New Makeup Trends, Eye Makeup
The current makeup trend is shifting to a tendency to emphasize eyes instead of lips, which used to be number one in color makeup. Eye makeup has also increased significantly in the proportion of product sales, and export items are also driving this trend. GS Retail's Health & Beauty Store Lalabla announced in April that sales of eye makeup products had increased significantly. According to CJ Olive Young, the No. 1 health and beauty store in October, eye makeup sales rose 13 percent year-on-year and color cosmetics sales declined, although the ratio of eye makeup products was 39.7 % in January when Corona was not in full swing. As a result, various beauty brands are quickly responding to changing in this makeup trends, reflecting that in an atmosphere of stagnant color, the proportion of color makeup that emphasizes eye makeup is being marketed with a strategy that does not place much emphasis on color.
New Normal, Mask Makeup
Instead of omitting the lips covered by the mask and skin makeup that can be applied with makeup, more and more women are emphasizing their eyes clearly and splendidly. As the cosmetics industry is increasingly interested in makeup that will not smear on masks, various mask makeup tips are being shared on SNS, focusing on the newly coined word ‘maskproof’. In addition, make-up has now emerged for an era of choice, not a necessity. As mask wear has become mandatory, it is supported by many women to create natural skin while doing makeup, except for invisible parts.
Do Not Want to Wear Makeup, Out of the Corset
Women's lives have also changed greatly. Some women are participating in cosmetic diets and do not wear makeup at all or minimize the makeup phase while putting on makeup only on areas that are not covered by masks. There are women who have been suffering from skin problems such as contact acne due to long-term use of masks. There are also many people who do not wear makeup or only eyes on the streets to keep their masks safe for long periods of time. It is also linked to the anti-corset movement to break away from women's obsession with appearance. In the post-Corona era, as more people declare no-makeup or simplify the makeup stage due to the frustration caused by masks, the trend is being reshuffled around various functional cosmetics such as skin and lotion rather than color cosmetics too.
As result, the makeup trend created by corona has made it easier for women to go out without having to wear makeup. Even those who thought it was essential are no longer required to wear it. Cosmetics manufacturers are able to make and export eye makeup products. It is so sad that we cannot do our color makeup properly because of the mask, but this new makeup culture trend seems to be meaningful because it has influenced and brought about changes in various aspects of our lives.
Sources:
https://www.mk.co.kr/news/business/view/2020/07/721206/
https://www.fnnews.com/news/202008271408152185
https://news.naver.com/main/read.nhn?mode=LS2D&mid=shm&sid1=103&sid2=376&oid=421&aid=0004913073
