Dec 20, 2018 | By Alice Gividen
Get more with a WGSN membership. Click for a demo.
If you’re anything like me, whenever the topic of childhood memories comes up, you’ll be the first to scream out your undying love of Lisa Frank stickers (shout out to American Millennials!) that were plastered all over your lunch box, before debating who the best My Little Pony was, and which game of M.A.S.H. had you marrying Jonathan Taylor Thomas.
I was deep in the heart of middle school in the late 90’s, and have such a love-hate relationship with the style of the era, and often catch myself humming the cartoon theme songs to Doug, Care Bears and Hey Arnold (move it football head!)
The quirky style of the 90’s is heavily infiltrating apparel and accessories (looking at you Topshop), but the latest industry to get on board with arguably the best decade, is beauty. Celebrities are paving the way, just look at Khloe Kardashian’s My Little Pony nails(!) but it’s the in-store products that are really taking hold of this 90s beauty trend.
As we’ve seen at the Alternative Fragrance and Beauty Trade Show, packaging goes beyond decoration and function, becoming part of s brand’s ethos and a way to engage with consumers. So the smart beauty brands are not only adopting the 90’s theme to feed consumer nostalgia, but they also realise that in the age of Instagram, packaging and presentation are even more important.
Here are the brands adopting the 90’s theme well, from beauty products to packaging (thinking clearly about material and design, pushing boundaries and making consumer interaction with product more exciting and memorable).
MAC Tendertalk Lip Balm
Channelling the mood rings we had in the school, this lip balm changing colours. Similar to the rising number of lipsticks out there that change colour based on your PH levels, and this iridescent tube from MAC mimics this mood-ring inspired balm. It’s a twist on the stereotypical 90s lip (remember when everyone rocked brown lipstick, ugh) offering a cool, sheer lip balm instead- something my middle-school self would have loved.
Kailijumei Cosmetics Floral Lipstick
This is one of those products you finally get your hands on and show off to all your friends. It looks clear but actually shows up in shades of pink that also react to your PH levels and will show up differently on everyone. This is a beauty version of jelly sandals, and a great way to showcase a key ingredient.
Too Faced Totally Cute Sticker Eyeshadow Collection
Can it be real!? How amazing is this collection by Too Faced. All I need now is to start bringing a lunch box to work so I can glam it up with these adorable stickers. Millennials crave tactile engagement, and this eyeshadow collection #wins with nostalgia and personalisation.
MAC Good Luck Trolls Collection
I admit, I wasn’t much of troll fan, I didn’t’ watch them on TV or want any mini troll dolls to play with- however I was a orange troll for Halloween one year, and it was a hit at the party because many other people have a love and nostalgia for troll dolls. This collection is quirky, bright, and playful, and perfect for true MAC fans or other beauty lovers who want to get creative.
Like this? Check out our weekly WGSN beauty column here.
BE FIRST WITH BEAUTY: From backstage buzz during fashion weeks, to emerging street style trends, our beauty editors are constantly publishing ahead-of-the-curve trend reports to keep our subscribers informed. Join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.