With the prestige beauty market growing year on year, Bazaar asked David Olsen, the vice president of global beauty & grooming at Net-A-Porter, what he predicts will be big beauty-wise in 2016.
The skin saviours
Sheet masks are a key skincare component in Asian beauty regimes and it is a trend that has been picked up by global markets, too. “Our jet-set customers particularly love using sheet masks such as Sarah Chapman’s Chin and Jaw Masks, Dhs212, when travelling. We can’t keep SK-II’s Facial Treatment Mask, Dhs450, in stock and it remains one of our bestsellers,” says Olsen.
The multi-tasking miracle workers
“We have definitely noticed a shift in customers’ tastes, with a huge increase in demand for multi-purpose products,” says Olsen. “At the moment multi-functional products make up nearly 20 per cent of sales within the beauty category, dominated by three products: Anastasia Beverly Hills’ Contour Kit, Dhs212, Charlotte Tilbury’s Filmstar Bronze & Glow, Dhs266, and Hourglass’ Ambient Lighting Palette, Dhs304.”
The must-have gadgets
Gadgets have been around for a couple of years now, but 2015 saw a rapid rise in their popularity. “Leading the way is Temptu’s Make-up Airbrush Device, Dhs869, which has been flying out of stores since it launched in September,” says Olsen. “Foreo Toothbrushes, Dhs810, and Artis make-up brushes, from Dhs217, are also selling well. As is Color Me, Dhs315, which cleverly mimics rapid finger movements for quick and seamless foundation and cream application.”
The new approach
“Health and wellness has been an area of exponential growth for us. This comes down to the fact that our customers want to feel beautiful on the inside and outside,” says Olsen. Elle Macpherson’s the Super Elixir products, from Dhs304, David Kirsch’s Wellness Co sachets, Dhs190, and Bodyism’s Clean and Lean shakes, from Dhs245, are the bestsellers on Net-A-Porter.
Via Harper's Bazaar UK