04.04.22
Covid-19 created dynamic shifts in consumer beauty behavior. The global pandemic left a lasting impression on consumers and their grooming routines, according to the latest trends analysis undertaken by Mintel, for In-Cosmetics Global, which opens tomorrow in Paris. Noticeable changes include the importance of ethics, the varying role of identity and how technology influences the future.
Throughout 2022 and beyond, concepts around sustainability are expected to become more focused from a morality perspective as consumers demand bigger moves from companies on issues such as climate change. These days, consumers are buying with a conscience, and brands need to be transparent about their ethical impacts, displaying them in clear and tangible ways.
In order to be ahead of the game, companies must ensure they are transparent in communicating measurable metrics about their ethics and sustainability credentials. While sustainability claims in beauty products have become mainstream and still remain at the top of the agenda, customers are also looking at brands’ commitments to diversity and equality, as well as ethical supply chain practices.
“First and foremost, taking action is the biggest thing brands can do, and then communicating that. Transparent communication around what companies are doing is ultimately going to build trust with consumers and help to drive purchase," said Andrew McDougall, director, beauty and personal care, Mintel. "Of course, most ingredients companies, suppliers, cosmetic brands and businesses in general will already be taking action with regards to sustainability issues but it’s now about how we communicate that to consumers. In the beauty space, transparency is a really difficult concept to get our head around, but I think the collective effort is going to be really key.”
Consumer Education. As a consequence of covid-19, consumers appear to be more curious than ever before about what goes into their products and the effects of these ingredients. This thirst for knowledge is likely to ramp up even further into 2022, as consumers look for proof before purchase, researching everything from product effectiveness to natural ingredients and beyond. Recent Mintel research confirmed this, highlighting that nearly a third of UK facial skincare users now research the ingredients used in skincare products to ascertain how effective a product is.
Shifting Identities. Identity is a concept that has become largely fragmented since the arrival of social media. While individuals strive to exemplify their true identities online and in real-life, it is difficult to manage. However, it is generally accepted that our various online personas merge and lead back to the same real-world personality, allowing consumers to create their true self. This concept of multiple digital identities allows for expression and creativity, while the idea of the digital and the physical realities coming together enables access and representation.
Digital ownership and expression will also have broader impacts from a beauty perspective, changing the brand/consumer relationship as well as the values associated with tangible products. The future of digital experiences will therefore move to more authentic and community-based opportunities as a new circle of influence is realised.
Custom Beauty – make it for me. Consumers are increasingly rejecting a one-size-fits-all approach when it comes to their beauty products, and want items created especially for them; indeed, over a third of UK facial skincare users are interested in using skincare formulas that are tailored to their own specific needs. As a result, personalized beauty products and packaging, customizable formulas and DIY beauty kits are expected to have greater appeal as consumers seek to treat their individual beauty needs. Beauty by life stage is also set to gain traction as shoppers want solutions specifically targeted for their age; a number of mass-market players are already tapping into menopausal beauty, for example, and this is a trend that is likely to continue moving forward.
Breaking Down Barriers. Brands have long played a key role in helping consumers break the rules to create their own beauty ideals. The term "beauty" is losing its traditional definition, as consumers look to change the way the rules are written. Simplification is also becoming more desirable as consumption patterns shift with priorities, paring back routines and essentially getting back to basics.
“Mintel’s trends analysis for 2022 makes for very interesting reading, as many of the themes tie in exactly with what we are seeing on the show floor at this year’s event," explained In-Cosmetics Exhibition Director Roziani Zulkifli. "Sustainability has long-been an important issue, but we have certainly noticed it shifting from a nice-to-have to a must-have for all brands, and it’s fascinating to notice the ever-growing consumer importance placed on ethical practices in all areas of a beauty brands business.”
Throughout 2022 and beyond, concepts around sustainability are expected to become more focused from a morality perspective as consumers demand bigger moves from companies on issues such as climate change. These days, consumers are buying with a conscience, and brands need to be transparent about their ethical impacts, displaying them in clear and tangible ways.
In order to be ahead of the game, companies must ensure they are transparent in communicating measurable metrics about their ethics and sustainability credentials. While sustainability claims in beauty products have become mainstream and still remain at the top of the agenda, customers are also looking at brands’ commitments to diversity and equality, as well as ethical supply chain practices.
“First and foremost, taking action is the biggest thing brands can do, and then communicating that. Transparent communication around what companies are doing is ultimately going to build trust with consumers and help to drive purchase," said Andrew McDougall, director, beauty and personal care, Mintel. "Of course, most ingredients companies, suppliers, cosmetic brands and businesses in general will already be taking action with regards to sustainability issues but it’s now about how we communicate that to consumers. In the beauty space, transparency is a really difficult concept to get our head around, but I think the collective effort is going to be really key.”
Trends lmpacting the Beauty Industry
Consumer Education. As a consequence of covid-19, consumers appear to be more curious than ever before about what goes into their products and the effects of these ingredients. This thirst for knowledge is likely to ramp up even further into 2022, as consumers look for proof before purchase, researching everything from product effectiveness to natural ingredients and beyond. Recent Mintel research confirmed this, highlighting that nearly a third of UK facial skincare users now research the ingredients used in skincare products to ascertain how effective a product is.
Shifting Identities. Identity is a concept that has become largely fragmented since the arrival of social media. While individuals strive to exemplify their true identities online and in real-life, it is difficult to manage. However, it is generally accepted that our various online personas merge and lead back to the same real-world personality, allowing consumers to create their true self. This concept of multiple digital identities allows for expression and creativity, while the idea of the digital and the physical realities coming together enables access and representation.
Digital ownership and expression will also have broader impacts from a beauty perspective, changing the brand/consumer relationship as well as the values associated with tangible products. The future of digital experiences will therefore move to more authentic and community-based opportunities as a new circle of influence is realised.
Custom Beauty – make it for me. Consumers are increasingly rejecting a one-size-fits-all approach when it comes to their beauty products, and want items created especially for them; indeed, over a third of UK facial skincare users are interested in using skincare formulas that are tailored to their own specific needs. As a result, personalized beauty products and packaging, customizable formulas and DIY beauty kits are expected to have greater appeal as consumers seek to treat their individual beauty needs. Beauty by life stage is also set to gain traction as shoppers want solutions specifically targeted for their age; a number of mass-market players are already tapping into menopausal beauty, for example, and this is a trend that is likely to continue moving forward.
Breaking Down Barriers. Brands have long played a key role in helping consumers break the rules to create their own beauty ideals. The term "beauty" is losing its traditional definition, as consumers look to change the way the rules are written. Simplification is also becoming more desirable as consumption patterns shift with priorities, paring back routines and essentially getting back to basics.
“Mintel’s trends analysis for 2022 makes for very interesting reading, as many of the themes tie in exactly with what we are seeing on the show floor at this year’s event," explained In-Cosmetics Exhibition Director Roziani Zulkifli. "Sustainability has long-been an important issue, but we have certainly noticed it shifting from a nice-to-have to a must-have for all brands, and it’s fascinating to notice the ever-growing consumer importance placed on ethical practices in all areas of a beauty brands business.”