I adore the holiday season. I look forward to the transition from pumpkins and fall colors, to glitter and fun winter activities. While many of us are getting ready to kick off the back-to-back holidays with Halloween, the makeup industry is already gearing up for the Christmas season with exciting launches.
Many of these launches are capitalizing on the mini trend in makeup. During a recent visit to Sephora’s website, I was struck by a landing page dedicated to this, with a “Gimme, Gimme, Minnis!” banner allowing consumers to easily browse these trial-sized products in skincare, makeup, and hair. There is currently an assortment of over four hundred products available in this mini category on the retailer’s website. Minis allow consumers the ability to explore and try the products before making a commitment to a full-size purchase. It’s no surprise that makeup junkies rarely finish their products before purchasing new ones, and so minis allow for consumers to indulge in newness while justifying their occasional spending.
Perhaps the most important factor driving the mini trend this holiday season is the relation to travel. According to the Bureau of Transportation Statistics, “the Thanksgiving and Christmas/New Year’s holiday periods are among the busiest long-distance travel periods of the year.” Minis thus make it easier for consumers to bring their makeup must-haves with them as they travel by plane. As Millennials continue to prioritize travel and experiences while also remaining conscious of their spend, travel size/mini products fit perfectly in their carry-on, abide by TSA guidelines, and help these consumers avoid the unnecessary checked bag fee. According to NPD data, sales of travel size prestige makeup products are performing favorably, posting growth of +47 percent in the last 12 months (an increase of 5 percentage points over the same time last year)*.
The popularity of mini products will be evident for at least as long as travel and experiences continue to dominate consumer priorities. Aside from the value, exploration, and convenience provided by these products, their cute size and packaging also aid in their mass appeal. As brands look for new ways to capture consumer attention, exploring unique mini options could be key to recapturing their interest.
*Source: The NPD Group, Inc. / U.S. Prestige Beauty Total Measured Market, 12 months ending September 2017