Mintel has been at the forefront of predicting the trends that matter most, calling them early and accurately, over the last 15 years. Since we unveiled the Active Beauty Trend at the end of 2016, it has gone from strength to strength.
On your marks
In mid-2015, an intriguing story came out of Japan. Women had taken up running in great numbers and wanted to look their best for mid-race selfies. So they were swapping tips about which make-up products would stay in place throughout the race. Chacott, a long standing brand of apparel and cosmetics for dancers, received lots of mentions – and saw its sales soar as a result.
That caught the attention of Mintel’s beauty team as it resonated with the booming athleisure clothing trend, the emergence of facial fitness brands Face Gym and Face Love Fitness, and some early warning signals from the make-up and skin care categories. We watched carefully, gathering more examples and more ideas for future NPD, and at the end of 2016 we launched the Active Beauty trend.
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