Contouring gone mainstream
Contouring is a technique long known to professional make-up artists. However, it has recently become a "mass obsession" of make-up users, who seem delighted with simple tricks that allow them to enhance their facial bone structure. In order to cater to this fast-growing audience, many make-up brands (ranging from budget to upscale) have launched face-contouring kits.
New solutions for contouring beginners and "pros"
The contouring sub-category is seeing a fast transformation, moving from basic two-shade powder sets to elaborate kits with multiple shades to create cool and warm, matte and shimmery finishes, on-the-go contouring sticks for make-up beginners, and, recently, highly customized eye-area contouring palettes. Nevertheless, plenty of space is still to be explored in terms of contouring differentiation (e.g. diversification between skin types or day/night looks).
Premium brands such as Estée Lauder also recognize the huge potential opportunities in the contouring craze. The recent New Dimension range includes contour make-up but also contouring skincare products.
Famous American tattoo artist Kat von D has unveiled a Shade + Light eye contour palette to "define and enhance eyes." The highly customized product features three quads of shades for neutral, cool, and warm skin tones.
Smashbox’s contouring stick trio comes with a handy how-to guide to contouring different face shapes. Apart from the standard contour and highlight shades, a transition "bronze" stick has been added to help create a perfect finish. The soft texture of the tip of the sticks allows quick and precise application.
Professional make-up techniques can be now easily accessed by everyone willing to improve their make-up skills. The expansion of social media has allowed consumers to actively seek new beauty ideas. This may mean a challenge for beauty brands, as they are constantly tested in the public eye by v-loggers and bloggers, but also an opportunity to deliver more varied and extensive ranges of products with a professional image.