[Kao Beauty Research & Creation Center] Eye Makeup Evolves from "2D" to All-Around Beauty "3D" – 20 Years of Survey Data Shows Signs of an "Eyelash Return Trend"

Kao Corporation's Beauty Research & Creation Center (Kao BRCC) has analyzed 20 years of data from its ongoing "Kao BRCC Color & Makeup Preference Survey," which has been conducted annually since 2005. The analysis revealed that among the trend-leading younger generation (ages 18-24), the focus of eye makeup shifts from "eyelashes → eyebrows → eyelashes" in approximately 7-8 year cycles. Furthermore, by cross-analyzing recent eye makeup trends, it was found that eye makeup is evolving from a "2D" expression centered on drawing lines, surfaces, and colors, to a "3D" expression that utilizes bone structure and hair texture for all-around beauty. Based on these results, Kao BRCC predicts that "three-dimensional eyelash beauty" will become the new center of eye makeup trends. This release focuses on the younger generation that creates trends, explaining future eye makeup trends using real preference data and insights from makeup artists. [Three Key Findings from the Survey] ■ The main focus of makeup shifts from "skin" to "eyes": Among young people, the focus has shifted from base makeup to eye makeup, with the eye area category accounting for over 50% of emphasis. ■ Eye makeup evolves from "drawn 2D" to "captivating 3D": Moving towards three-dimensional "all-around beauty" that leverages bone structure and hair flow. ■ The trend returns to "eyelashes" – signs of a comeback: Within the approximately 7-8 year cycle, emphasis on eyelashes is increasing again. Capturing Real Consumer Trends: The "Kao BRCC Color & Makeup Preference Survey": Kao BRCC predicts next beauty trends and disseminates beauty knowledge through research on the latest makeup, fashion, and color trends both domestically and internationally, as well as continuous observation of street trends. This survey aims to capture signs of upcoming beauty trends by long-term tracking of makeup preferences and awareness among consumers with high fashion sensitivity and makeup consciousness. Unlike general trend information, it is characterized by its ability to quantitatively grasp the actual makeup practices and awareness of consumers. [Survey Overview] Survey Items: Makeup focus points, currently used items, attitudes towards makeup, preference based on finish images, color evaluation of eyeshadows and lipsticks. Survey Period: Annually since 2005. Survey Method: Venue surveys in Tokyo and Osaka from 2005 to 2019; not conducted in 2020; web surveys from 2021 to 2025. Survey Subjects: Ages 18-59. *Number of subjects varies by year (262 to 934). Makeup Focus Shifts from "Base Makeup" to "Eye Makeup": The "makeup focus point" is an item asking about the most important category when applying makeup. The survey covers seven categories: "eyeshadow," "mascara," "eyeliner," "eyebrows," "blush," "lipstick," and "foundation." Looking at 20 years of data for the younger generation (Figure 1), foundation accounted for about 40% at the start of the survey, making base makeup the most important. However, since 2006, eye-related categories (eyeshadow, mascara, eyeliner, eyebrows) have consistently accounted for over 50%, indicating that eye makeup has played a central role in makeup since then. Evolution of Eye Makeup Expression – From Drawn "2D" to Shape-Enhancing "3D": Looking back at the transition of eye makeup trends, from 2005 to 2011, the era of "all-around eyeliner," "volumizing mascara," and "accent color eyeshadow" was dominated by flat (2D) eye makeup expression drawn on the skin with "surfaces, lines, and colors." Subsequently, after the mask-wearing lifestyle due to the novel coronavirus, faces became fully visible again, leading to a greater awareness of the three-dimensionality (3D) of each facial feature in makeup. Particularly for the eyes, "3D eye makeup" that leverages the three-dimensional beauty of "eyelashes" and "eyebrows" is gaining attention. ■ Kao BRCC's Definition of "3D Eye Makeup": Kao BRCC defines "3D eye makeup" as makeup that looks beautifully three-dimensional not only from the front but also from the side, top, bottom, and every other angle. The key is the presence of "hair" such as eyelashes and eyebrows. Eyelashes and eyebrows are "three-dimensional parts" that particularly influence the impression of facial features. By utilizing the hair flow and the texture of each strand, a depth, shadow, and sculptural beauty is created that cannot be achieved with a 2D approach of creating "surfaces" with color. "Eyelash" and "Eyebrow" Emphasis Changes in ~7-8 Year Cycles – Recent Signs of an "Eyelash Return": Analyzing the past 20 years of data on the emphasis on mascara (eyelash makeup) and eyebrows (Figure 2), key categories supporting 3D eye makeup, shows a tendency for the emphasis on these two to alternate in approximately 7-8 year cycles. The transition of mascara (eyelash makeup) and eyebrow makeup trends (Figure 3) suggests that when focus is on mascara (eyelash makeup), the emphasis on eyebrows relatively decreases, and conversely, during an eyebrow boom, the emphasis on mascara (eyelash makeup) decreases, indicating the importance of balance between these "hair" parts around the eyes. Looking at the latest trends, the axis of the trend is shifting from "eyelashes → eyebrows → eyelashes," and there are clear signs that attention will return to eyelashes. [Makeup Artist Commentary] Key Points for Creating "3D Eye Makeup" with "3D Eyelashes": Analyzing the results of the Kao BRCC Color & Makeup Preference Survey together with makeup artist insights and recent makeup trends suggests that future eye makeup will shift from the concept of "adding and volumizing" to "creating three-dimensionality by adjusting bone structure, hair flow, and shadows." It is an approach aimed at achieving an "all-around photogenic" finish that maintains its impression even from angles seen by others, such as profile, oblique, and downcast eyes, rather than being completed only from the front. Among these, "3D eyelashes" that create depth with the presence of each individual strand will become a key element supporting this finish. Rather than increasing the number of colors, leveraging the depth (shadows) created by "hair" like eyelashes and eyebrows will further expand the range of eye expression. [Recommended Items for Enjoying 3D Eye Makeup] ■ SENSAI Lash Lengthner 38°C: https://onlineshop.sensai-cosmetics.com/view/item/000000000224. A mascara with a smooth stretching formula that maintains dramatic length and a beautiful fan shape. ■ KATE Namida no Tate Mascara (Long): https://www.nomorerules.net/goukyu_no_ruishin/lineup/namidanotate_mascara_long/. Provides a beautiful lengthening effect with a string-pulling stretch property that adheres cleanly to the tips of eyelashes. ■ KANEBO Eyebrow Shade Liner: https://global.kanebo.com/ja/categories/colormake/e