Long lasting claims remain a cornerstone of colour cosmetics launches, and we expect them to evolve to meet climate change challenges
Between Jun 2020 and May 2025, 45% of colour cosmetics launches made long-lasting claims, with launch numbers growing 9.3% across the period. While this heightened visibility provides an opportunity for the likes of grippy primers and clever campaigns, such as e.l.f’s Power Grip Primer advertisement featuring Joey King as a die-hard football fan, this will prove a challenge for products such as lip gloss which typically offer a shorter wear time.
Climate change will have a significant effect on product wear. Consumers are already beginning to feel the direct impact of weather phenomena and linking them with climate change. In 2023, 58% of Brazilian consumers, for example, believed that recent adverse weather events are consequences of global warming.
Against this background, claims of long lasting makeup will become even more vital to the category, and we have already seen 64% growth in global face makeup launches that refer.
A prime example is Vogue Resist Liquid Foundation SPF 15, launched in Colombia with the claim that it is resistant to heat, sweat, humidity and does not transfer. Meanwhile, Kosé Make Keep Powder with Sakura Cherry Fragrance claims to have been high-temperature and humidity tested and is designed ‘to make makeup last for a long time and to keep skin smooth, whilst preventing shininess and sebum in a hot environment’.