In 2016, the quest for natural and organic product innovations skyrocketed, and this created trends for ‘clean labelling’ to assess product safety, ‘homemade’ beauty products whisked up in the kitchen, as well as a huge interest in food- and drink-based beauty ingredients.
A sudden influx of natural and organic ingredients in the beauty and personal care space has caused consumers to become more inquisitive, and as a result they are now taking time to scrutinise ingredients lists and question how products are created and promoted. Mintel research shows that 50% of UK consumers look for beauty products that are made with natural ingredients. Meanwhile, 19% of consumers respectively in France and Spain say they ‘won’t put anything on their body that they wouldn’t eat’, followed by 17% of German and 15% of Italian consumers.
Consumers are seeking natural, easy-tounderstand ingredients that make them look and feel good about themselves. For instance, superfoods have officially moved from the kitchen to the bathroom: with the increasing interest in superfood ingredients in skin care (kombucha, kale, spirulina, quinoa and chia, for example), untapped opportunities exist for the addition of such ingredients into hair care and other categories. Rice is also getting a beauty boost: for centuries, it has been the beauty secret of Japanese women, but now this simple, natural ingredient is due a revival. Not only is it perfect for DIY beauty products, but it is available in a variety of forms - each for a different use - such as rice water, milk, powder or scrub. Similarly, new product innovations should explore a wider selection of grains, like millet, spelt and teff, which can offer numerous beauty benefits.
The beauty industry has been quick to discover new ingredients, but consumers are now taking more time to understand the benefits and see how they will fit into their lifestyle. Overall, this shift in attitudes will continue, moving away from an emphasis on functionality and efficacy of products towards a preference for understanding and feeling a connection with a brand. This means brands need to use marketing messages that promote positivity and mindfulness, and couple this with quality ingredients to provide a wholesome product experience for consumers.
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