Beauty: Notable Seed stories from 2009

New York, Australia, Amsterdam – Our pick of 2009 beauty stories includes virtual makeovers, improved retail space and natural aesthetics entering the limelight.

Cosmetics website Daily Makeover introduced a Makeover Studio where consumers could try the latest mascara from the comfort of their sofa via virtual makeovers. The next step involved apps that allowed users to check their look on the go.

The beauty industry’s shift online meant that physical retail spaces had to work harder to draw a crowd. Aesop used modest materials that gave products pride of place and offered shoppers a sanctuary from the mall.

New product design also focused on basics. Ellis Faas’s lipsticks embodied this shift. Taking cues from natural colours found in blood and bruises, the brand brought a brutal authenticity back to the beauty counter.