Beauty print ads take a tumble

Beauty print advertising is down 2% compared to last year

This year, £235m has been spent on beauty print advertising to date – down 2% compared to last year, according to mymarketmonitor.com. The decrease has been driven by skin care and cosmetics, which are both down 5% and 13% respectively. On the other end of the scale, fragrance advertising has climbed 9%, while hair care advertising has grown by 8%.

Sugar rush

Hair trends this season are seeing a move toward a more “grown up sophisticated look”. This includes the combination of dramatic curls along with a more texturised take on the neat curls of last season.

“We didn’t want it to feel too perfect,” said Guido Palau, Redken’s styling director who created the voluminous curls seen at the recent Marc by Marc Jacobs runway show. “The inspiration for this look was a 1940s uptown girl but then we made it more fun”.

According to Palau, the secret to the look is to start with a foamy, body-building mousse before tackling texture with a salt spray for a matte finish.

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