The Fed Express is the train blocking the light at the end of his tunnel but he’s running full steam ahead to meet the challenge head on. . CHICAGO–(Business Wire)–Despite the challenging economy, Mintel Beauty Innovation predicts `Econo-chic`as the `It` trend for 2009. After years of indulging every beauty whim, Mintelsees shoppers cutting back and only buying the most effective, necessaryproducts. Mintel Beauty Innovation shows manufacturers launching new productsdesigned to help stylish, budget-conscious women continue to look chic. “Cosmetic companies are quickly responding to the needs of the Recessionista,”states Taya Tomasello, senior analyst for Mintel Beauty Innovation. “Effectiveand affordable multi-use products and products offering convenience allow womento continue using their favorite brands, but at a reduced cost.” Multi-Use: Mintel Beauty Innovation sees products claiming multiple benefits oruses in one bottle becoming especially popular.

In addition to convenience,their easy-to-see value makes these products a simple choice for women who haveto pick and choose. Clinique`s Youth Surge SPF 15 Age Decelerating Moisturizer,for example, claims multiple benefits: slowing the signs of aging, repairing andstrengthening skin and providing sun protection Convenience: Today`s women are on-the-go now more than ever. Between demandingcareers, raising kids and hectic schedules, they need convenient products tosuit their busy schedules. Mintel Beauty Innovation reports that over one infour (27%) skincare products launched in Q1 2009 boasted “convenience” claims.For example, Johnson & Johnson Clean & Clear Facial Cleansing Wipes come in aportable plastic package and claim to instantly dissolve dirt, water and make-upwithout water or rinsing.

Drug stores and discount retailers should fare well in this challenging market,according to Mintel`s recent re-forecasting of the color cosmetics market. Womenwill remain brand loyal to masstige and prestige products, but will likely beslimming their repertoire to only a few of their favorites. “Beauty productsthat give budget-savvy shoppers a feeling of control and confidence are bestpoised to do well in 2009,” comments Taya Tomasello. In November 2008, Mintel Beauty Innovation forecasted four major beauty trendsfor 2009. “Austerity Chic” was one of those trends and Mintel expects stronggrowth for “Econo-chic” products this year. About MintelMintel is a leading global supplier of consumer, product and media intelligence.For more than 35 years, Mintel has provided insight into key worldwide trends,offering unique data that directly impacts client success. With offices inChicago, London, Belfast, Sydney, Shanghai and Tokyo, Mintel has forged a uniquereputation as a world-renowned business brand.