Aug 14, 2018 | By Rebecca Stevenson
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Jul 31, 2017
By WGSN Insider
Millennial pinks (modern pink as typified by Apple’s Rose Gold and other low-key, dusky, non-girly pinks) are the most appealing lipstick colours at the moment.
Or at least that type of pink is the colour most people want to try on. That’s the conclusion from analysing the try-ons of over 280m YouCam Makeup users globally.
The augmented reality-based try-on app said the shades get over 23.5m daily virtual lipstick try-ons around the world, even though some commentators have said Millennial pink is over. Over 20% of daily try-ons in the US and UK, and 15% in China and Japan, are Millennial pink tones.
In fact, in Western countries, all shades of pink dominate while Eastern consumers prefer classic reds.
Overall pink is the most preferred colour in the US and the UK, with almost 50% of the top lip colours being pink shades, significantly higher than the other countries with pinks making up only 20%-to-35% of all try-ons globally.
China shows the most diverse lipstick colour trials overall with purples, oranges and lighter sheer shades taking the top spots. By contrast, Korean users prefer bold, darker pinks, purples, and reds, playing off many of the K-Beauty trends that continue to surface.
There’s also a sharp contrast when it comes to lip finishes with matte accounting for more than 40% of US and UK try-ons while users in East Asia prefer sheer textures. In China, sheer is the choice 40% of the time with satin finishes on 28%. In Japan, sheers account for over 50% while in South Korea, matte is just in the lead on 35% while sheer takes 33%.
Last year’s ombré lips trend has been supplanted by two-tone with different colourson the top and bottom lips being the fastest growing trend. AR try-ons of two-toned lip colours have grown 74% this summer. YouCam said two-tone lips were first noted on the New York Fashion Week runway in Jason Wu’s autumn/winter 2017 collection, and now beauty brands such as Estée Lauder and Laneige have also released two-toned lipsticks in their collections.
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