Product benefits claims, protection claims and ergonomic packaging will all take center stage for brands looking to capitalize on the Active Beauty trend. In 2017 and beyond, expect to see products that shield the hair and skin from exposure to pollution, ultraviolet (UV) and infrared (IR) light, makeup and gym bags filled with rubberized packaging that stays pristine and exercise clothing that sends skin temperature and hydration levels to apps with instructions about which products to release into the skin.
An example is an upcoming debut from MAC Cosmetics, “Work It Out,” billed as a high-performance makeup collection that promotes the glow one gets from fitness. Arrow by Birchbox also launched in the past year, as reported in Happi.
Jane Henderson, global president, Beauty and Personal Care Division at Mintel, said, “Health and wellness is increasingly talked about as an integral part of daily life from a physical and an emotional standpoint. Now, companies and brands are perfectly positioned to better align themselves with this interest by innovating beauty and personal care products designed to meet the unique needs of active consumers. Our team of global beauty and personal care analysts have collaborated to gain a comprehensive perspective on the momentum and forecast of the beauty industry in 2017, with the Active Beauty trend providing the expert analysis and insight needed to give beauty brands a competitive edge.”