Prior to last year, I hadn’t shopped for drugstore beauty products since I was 12 years old and wearing too much eyeliner. But with 2017 came what Fashionista dubs the “Great Drugstore Reawakening,” and so I once again began perusing the aisles of my local CVS and Walgreens when it was time for a new lipstick shade.
So what exactly brought on this wave of the drugstore makeover? Simply put, companies started listening to millennials. They took note of spending habits, preferences, and trends, and then poured millions of dollars into turning those statistics into reality.
For some brands, that new reality meant making a packaging that was more Instagram worthy. When Wet ‘n’ Wild came out with a highlighting brush shaped like a unicorn horn (because let’s face it, unicorns are life), YouTube was overflowing with beauty bloggers trying out the new product.
For other companies, the makeover was less about the product and more about the overall brand. CoverGirl led the charge, accumulating an impressive and diverse community of brand ambassadors. Fashionista reports that “Beauty boy James Charles, ‘Insecure’ star Issa Rae, hijab-wearing YouTube star Nura Afia, and 69-year-old model Maye Musk are just a sampling of the partnerships CG has formed.”
Long established names like St. Ives and Olay are continuously balancing the necessity of fresh, innovative products while still honoring their lifetime costumers. “Our new products are simply inviting a new generation of women to fall in love with Olay and join those before them who know and love the brand,” explains Stephanie Robertson, brand director for Olay.
With a constant influx of products (new and old) waiting to be tried, the question must be asked: Is drugstore beauty here to stay? It seems to me that as long as brands continue to meet and exceed the millennial beauty product standard, 2018 will involve a lot more trips to the local drugstore.
To read more about drugstore beauty undergoing an aesthetic reawakening, go to fashionista.com.
Photo: Annie Spratt via Unsplash