Recent innovations in eye cosmetics and eye cream focus on nourishing ingredients, natural alternative ingredients and enhanced aesthetic appeal.
Neha Srivastava, Senior Patent Analyst – Food & Drink and Beauty & Personal Care
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- What you need to know
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WHAT CONSUMERS WANT AND WHY
- Globally, many consumers are interested in eye cosmetics
- Mascara and eyeliner are the most commonly purchased eye cosmetics by European consumers
- Graph 1: eye makeup products bought in the last 12 months, 2024
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PRODUCT INNOVATION TRENDS
- Eye cosmetics focus on aesthetics and ethical ingredients, while eye area skincare prioritises nourishing and conditioning skin
- Graph 2: % of eye skincare** sub-category launches with selected claims, 2019-24
- Graph 3: % of eye colour cosmetic* sub-category launches with selected claims, 2019-24
- Recent eye cosmetics and cream launches focus on attributes like moisturisation and 'clean' ingredients
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THE PATENT LANDSCAPE
- Patent publications continue to grow in the eye cosmetics category
- Graph 4: patents around ingredients or formulations related to eye cosmetics and eye cream, published each year, 2014-24
- Japan leads with the majority of patent grants in the eye cosmetics category
- L'Oréal S.A. dominates the eye cosmetics category with the highest number of patent grants
- Graph 5: the top 10 organisations with granted patents for eye cosmetics and eye cream, 2024
- Prioritise eyelashes and the skin around the eyes
- Use SPF to shield the delicate skin around the eyes from sun rays
- Recent launches feature soothing formulas that reduce dark circles and protect eyelashes
- Recent patent innovations focus on soothing and rejuvenating the eye area
- Eye cosmetic launches offer deep hydration and reduce fine lines
- Seek innovations that deliver smoother, firmer and more youthful skin around the eyes
- Embrace natural and non-toxic ingredients
- Recent eye cosmetic launches feature free-from claims and use natural alternative ingredients
- In eye cosmetics, consider natural polymers instead of synthetic alternatives
- Replace synthetic polymers with sustainable alternatives as a step towards a cleaner future
- Eye cosmetic launches featuring natural dyes like walnut or black tea pigments
- Natural pigments benefit consumers and the environment
- Seek enhanced and enduring aesthetic appeal
- Consumers seek eye cosmetic products that enhance visual allure
- Recent eye cosmetic launches focus on enhanced aesthetic appeal
- Eye cosmetic patents focus on formulations for a glossy finish and volumising effect
- Eye cosmetic patents prioritise water and sweat resistance for a long-lasting effect
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KEY TAKEAWAYS
- Key takeaways
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APPENDIX
- Research methodology
- Key patents for eye cosmetics
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