Although Covid-19 has deeply modified consumers’ relationship to make-up, colors are still at the heart of beauty looks in Asia. A general wave of tender, comforting and soothing colors has tinted the market with a certain lightness, but bolder colors accents and new textures are also popping on eyes and even lips!
DREAMING 2021: botanical beauty vs indulging milky delight
Inspirations for Asian brands campaigns and products are stemming from a need for a soft, delicious, dreamy world. We notice two uplifting directions:
- On one hand, the colors inspired by flowers and botanical power such as Lunasol Blessings of Flowers (JP) or by magic dreamland gardens such as Dear Dalhia Blooming Edition Garden of Light Palette (KR).
- On the other hand, the dreamy pastel shades of milk and milky tea inspiration. Milk tea make-up is very trendy as it favors Asian skin tones and reduce eye puffiness. Etude House (KR) has launched a newly themed Milky New year palette for the year of the cow, where soft and creamy milk-inspired colours are packaged in milk carton boxes, cow prints and more. A more glamourous interpretation of milk tea shades is Marie Dalgar latest Dunky sweet tea palette that brings an elegant twist with dusty warm pinks and light golds.
ALL EYES ON ME
Eye make-up has taken the center stage since wearing protective masks in the pandemic has become a requirement. Under eye has become an important focus this year, from the “tear bag” make-up in Japan that consists of highlighting the middle of lower eyelid with a pearlescent touch to the “upside down eyeshadow make-up look” in China that consists of extending the eyeshadow to the cheeks in a “blush-like” way to reduce eye puffiness and make the face look younger.
Eye make-up has taken the center stage since wearing protective masks in the pandemic has become a requirement.
Under eye has become an important focus this year, from the “tear bag” make-up in Japan that consists of highlighting the middle of lower eyelid with a pearlescent touch to the “upside down eyeshadow make-up look” in China that consists of extending the eyeshadow to the cheeks in a “blush-like” way to reduce eye puffiness and make the face look younger.
Going even further, Kate by Kanebo has launched a new eyeshadow palette with the motto “No More Rules” that put the accent on the lower lid for eyes to look larger downward to create a smaller face.
But eyes have also been the playground for different expressions, from colorful liquid long lasting vivid Color Midget by Elegance Cruise (JP) to fairy-like mono shadows from Aurora (CN)
LIPS ARE BACK!
China is already in the aftermath of Covid-19 with less and less people buying face masks, which signals the return of lipstick in the front-row seat!
Local makeup brand Perfect Diary’s hot lip product Rouge Intense Velvet Slim Lipstick sold 450,000+ pieces on the first day of its pre-sale on TMALL double 11 day.
And the Spring Festival Gala (春晚 has definitely celebrated the best shades of red with celebrities sporting Chanel Rouge Allure limited Edition #257 or Carslan Double Cores Lipstick #2)
What is to be expected new in 2021 for Asian lips?
- Foggy matte is still the favored finish for Chinese consumers, with spring trendy shades such of orange brown for a vintage chic feel… and lip mud is the brand new texture to maximize lip addiction with Into You Lip & Cheek Mud!
- Korea remains focused on non-transferable lip tints with matte or glossy finishes but indulges in bouncy fruity glow and fresh pink and orange this spring.
- Japan is both about skin tone-flattering nude shades
And more vivid lustrous colors with enriched formulas.
MASK PROOF OR MASK-FRIENDLY?
Makeup brands have adapted their offer to mask-wearing, mascara are now perfect-proof (I: Proof Impressive Separate Mascara) to adapt to mask wearing that often fade mascara and leaves unaesthetic stains on the eyelids.
New items such as lip shield/coats or lip powdered lip topper like Mary Quant Lip Topper (JP) allow to wear lipstick without transferring on mask or fading. But do we always have to play with make-up despite the mask? Why not play with it? KATE (JP) has released KATE MASK, a limited-edition mask that comes in four colors to harmonize with makeup and hair color, and enhance the overall look. With this release, Kate proposes new makeup ideas for creating a desired look by matching masks with makeup.
Our report: What’s Up in Asia – Point Make-up will be available on the 22th of March 2021!
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