Trendwatch: Global beauty shoppers opt for all-in-one make-up sets


Looking at beauty retailer Sephora's top-ten best-seller lists in the US, Europe and Asia, it seems as if combination sets are all the rage in make-up right now.

In France, the bareMinerals Get Started Kit by Bare Escentuals -- containing several products for the face, make-up brushes and a DVD and manual explaining the different looks -- is one of the top three products sold in the store's make-up section.

Meanwhile, in the US, there are two combination sets especially popular among shoppers. The Sephora Favorites Lashstash Mascara Deluxe Sampler includes different mascaras by hip labels Tarte, Stila, Benefit,  Smashbox, or DuWop. With the purpose of such a set not quite evident at first sight, the brand explains that it wanted to combine its "favorite, most wanted mascaras in one box" in order for the shopper to "mix n' match 'til you create the lush lashes of your dreams."

The second set, which also ranks in the US top ten of best-selling make-up products, is Star Bright by Star Light, a "set packed with purse-friendly evening essentials [lip products, mascara, eau de parfum] that will get you looking party-perfect in no time."

Finally, in China, make-up sets such as one by Lancôme, comprising different mascaras and eye make-up remover, are gaining popularity.

An important reason for this trend is without a doubt its budget-consciousness. With most customers thinking twice about their purchases, it is likely that they are more prone to buy combination sets than the individual products: the bareMinerals starter kit sells at €65 instead of its €156 total value and Sephora's mascara sampler costs $39 instead of $96, for example.

Stila also just assembled a set of its best-sellers (including eye and lip products as well as powder and beauty tools), which sells at $38 instead of the products' actual total worth of $192.

Budget constraints have previously also resulted in an all-in-one approach taken by beauty labels, introducing products that can double or triple in its functions (see The Multiple by NARS for example).

And another trend can be observed here: shoppers are turning their homes into beauty salons. The DIY trend has recently seen customers buy their own make-up airbrush sets, and beauty fans are increasingly turning into their own make-up artists. The DVD and manual included in one of the sets take advantage of that tendance.

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