There's a new rock star in cosmetics: mineral-based makeup.
Beauty marketers are rushing to mine the trend with more foundation, blush, eye shadow and other cosmetics with natural-sounding "mineral" formulations and ingredients. The products with finely ground minerals are being promoted as sheer, "natural" looking and less irritating to skin than chemical-based products.
Beauty marketers are rushing to mine the trend with more foundation, blush, eye shadow and other cosmetics with natural-sounding "mineral" formulations and ingredients. The products with finely ground minerals are being promoted as sheer, "natural" looking and less irritating to skin than chemical-based products.
A third of women said they wanted mineral-based makeup in a 2007 survey by market researcher Mintel.
The industry has responded with a barrage of mineral-based cosmetic products: 451 in 2007, vs. 132 in 2005 in the U.S. market, according to Datamonitor's Productscan Online.
The industry has responded with a barrage of mineral-based cosmetic products: 451 in 2007, vs. 132 in 2005 in the U.S. market, according to Datamonitor's Productscan Online.
But is it really healthy? Or is it only a new way to attract new consumers?
Dermatologist Leslie Baumann, author of The Skin Type Solution, is critical of any claim the makeup is healthier. "It is mainly marketing hype. The minerals in it have never been shown to be beneficial for your skin."
"The idea is that it's healthy and natural and beautiful — and that it lasts," senior product manager Erika Kussmann says.
=> Do we will to forget the orange face and green eyes and use more natural makeup for more natural women?
