Remember when freakshakes were making headlines last year? It seemed a novelty at the time, but now the gigantic dessert is just another scoop on a long list of ice cream food fads.
Since then Instagram-focused dessert trends snowballed into egg waffle ice cream cones, fish-shaped 'taiyaki' cones, cotton candy clouds, mochi flavoured ice cream and even black activated charcoal ice-cream.
The imagination of sweet-toothed consumers across the globe knows no bounds.
While sugary pastel colours have always been a popular palette shade, beauty brands are now realising the sales potential of saccharine and are jumping on the ice cream van.
Sweet ideas
MAC kicked off the ice cream beauty trend last year with its Soft Serve Collection.
In time for summer, the pastel eyeshadows and brightly coloured brow pencils helped consumers reminisce of 99 flakes and sand between their toes.
But in 2017 brands have taken the concept a step further to prove that ice cream and beauty is a trend to take seriously.
From 7th Heaven’s Mint Choc Chip mask to Zoella’s Jelly & Gelato bath and body range to Benefit rolling out an ice cream van to promote its Hoola Quickie Contour Stick, beauty players across all categories are showing consumers their sweeter side.
It might seem contradictory the ice cream is such big business in beauty, when gelato sales are actually melting away.
A new report by Mintel revealed sales across the world totalled 13 billion litres last year compared to 15.6 billion litres in 2015.
The research company said the decrease was due to consumers being more aware of their sugar intake and a movement towards higher-quality products.
So, could this be why ice cream is finding favour in beauty: flavour without the calories?
Jessica Smith, UK Brand Manager for Organic Shop, who released the ice-cream tub packaged Body Desserts collection, believes this could be true.
“Consumers can have an indulgent treat that really stimulates the senses without any of the guilt they’d feel if they ate the actual desserts,” she said.
Simpler times
Two ice-cream food trends: egg waffle ice cream cones & fish-shaked 'taiyaki' cones. Instagram / @nammy_thuchy @feastie.boys
Meanwhile for many consumers, ice-cream brings back childhood memories and a whimsical longing for simpler times.
Admittedly, the concept isn’t particularly new, it’s similar to the unicorn, mermaid, retro gaming and 90s cartoon collaborations that the cosmetics industry is now heavily investing in.
“It’s something fun and different to try which doesn’t break the bank and customers are demanding natural ingredients as they become more aware of the benefits,” added Smith.
“It’s also a nostalgia trip, as the trend for shabby chic and all things retro continues to be hugely influencing.
“We wanted to pick the type of desserts that evoked memories of happy summer days spent by the seaside, eating candy floss or enjoying a creamy ice cream.”
Unusual flavours
The trend is also appealing to brands whose marketing may previously have avoided a playful tone.
For example, Fake Bake ads normally feature glamourous models on white sand as opposed to Cornettos on Brighton Pier, but in 2015 the brand took a different tack and launched Dolce Dreams.
“We have seen a huge uplift in the demand for dessert themed beauty products in recent times as consumers look to indulge in feel-good beauty that lifts the mood and invokes feelings of happiness,” said Sandra Vaughan, Global beauty Consultant of Fake Bake.
“We created Dolce Dreams to do exactly that and each product has been formulated with classic and nostalgic sweet-treats such as Sundae Sprinkles shower crème.
“Each treat is wrapped in fun and colourful packaging, and feedback from our customers suggests that they are enjoying re-familiarising themselves with classic and beloved sweet treats they have grew up with, making it a trusted and go-to choice when purchasing body care.”
Whether it’s Beauty and the Beast or vanilla ice-cream, it’s clear there is heightened demand for nostalgic-themed cosmetics.
It will be interesting to see how the industry remains innovative, without giving consumers a sugar crash.
