Beauty is an extremely trend-driven category where growth is concentrated in a few pockets. In the past year, growth areas were brows, fast beauty, clinical skin care, preparation products, concealer, and contour/highlighting/sculpting kits. Here’s how La Mer, Becca, Clinique, and Benefit capitalized on these trends:

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La Mer: Known for its creams with anti-aging properties, La Mer was able to transcend categories with successful expansion into cosmetics products. With “intelligent foundations” that perfect appearance while improving skin conditions, the brand has connected its two product categories. Premium visibility on all retailers ensures that the brand’s efforts are not invisible.

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Clinique: Clinique adds a visual element to clinical concerns. Swipeable images show before and after images focusing on the benefits of product use. More focused images zoom in on the skin to show how products eliminate wrinkles and even out skin tone.

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Benefit: Benefit Cosmetics makes hero product the centerpiece. Brow products are prominently featured on the primary navigation page, and a navigation tab is dedicated entirely to brows. Under the brow tab, a scrollable gallery of different brow shape guide users to the right products. The outsized resources placed on brow products shows Benefit appropriately capitalizing on trends.

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Becca: Becca Cosmetics appears in 18% of top search results for complexion terms (i.e. concealer) – more than any other brand studied by L2. In addition to strong SEO practices and spending on trending terms, Becca works with retailers to appear in their trend-driven content. For example, Sephora mentions 30 brands in its contouring guide, 27 brands in its foundation guide, and 37 brands in its color correcting guide. Savvy brands make sure they are included in these roundups.

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