?The latest trends in cosmetics are being picked up by the increasingly ambitious and streetwise own-label ranges in supermarkets. Cara Ellen of First magazine reports
Twenty years ago, supermarket shelves stocked the sort of no-frills basic cosmetics favoured by those opting for low-maintenance or budget options. How things have changed. Today, the popularity of the multiples' personal care aisles is such that supermarkets retailing cosmetics are predicted to account for more than half of all beauty sales by 2011, according to a report by Verdict.
As well as stocking more of consumers' preferred cosmetics brands, supermarkets are producing an array of own-label, fashionable cosmetics. Tesco's Barbara Daly make-up and Asda's George cosmetics have already made their mark with fashionable but competitively priced goods.
On the spring catwalks, delicate, feminine make-up - rosy cheeks, soft eyeshadows and raspberry pink lips - were in evidence. Barbara Daly picked up on this romantic vibe with its new colour collection including mini nail polishes in seven shades of soft pink, as well as subtle blushers.
Metallics are also causing a stir. At Chanel, models sported a striking combination of gold and silver eyeshadow and the brand's metallic shadow trio, Lumière d'Artifices, graced the pages of just about every fashion magazine. This trend is likely to hit the supermarkets soon.
Meanwhile, trendspotters from the Mintel Global New Products Database have offered their predictions for skincare. An increased focus on natural cosmetics is expected. In line with this, Tesco has launched an organic-inspired cosmetics range Bnatural and from April Asda will be stocking natural skincare range Bentley Organic.
A move towards using exotic ingredients in cosmetics is anticipated. Amazonian superfoods such as açai and acerola are gaining popularity for their supposed skin-enhancing properties. A number of cult brands, such as REN skincare, are already including these ingredients.
There is also a growing demand for hi-tech, anti-ageing skincare. Inspired by this is Asda's Skin Expert range. With most products coming in at just under £8, it is priced slightly above what you would expect for Asda, but cheap when you consider that many luxury brands are commanding more than £200 for their wrinkle-erasing 'miracle workers'. The range appears to be capitalising on consumers' increased interest in premium cosmetics, just as Tesco is doing by developing elegant new packaging for its Finest fragrances.