The global pandemic has left a lasting impression on consumers around the world, creating dynamic shifts in beauty lifestyles and priorities according to the latest trends analysis undertaken by Mintel for the in-cosmetics Global trade show in Paris this week.
Noticeable changes include the importance of ethics, the varying role of identity and how technology influences the future, the consultancy has found.
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.
Speaking about what cosmetic and personal care brands need to do to survive, Andrew McDougall, director of beauty and personal care at Mintel, said: “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.
"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.”
Sustainability and ethical commitments are no longer an optional extra, but an essential part of a beauty brand’s business, as Sandro Sato, global segment leader at Dow said: “While the needs of customers from emerging and well-established regions are far from equal, a consensus for all industry players is that sustainability is no longer a nice-to-have factor but rather a core part of our industry's DNA.”
“With this in mind, our team of scientists have collaborated across the value chain to bring forward multiple bio-based launches, featured in our new concepts collection ECOllaboration, which includes exclusive formulations that have been designed to reach top-level performance while achieving a natural origin content of 90%.
"This kit allows us to foster the future of our industry while protecting our biodiversity and promoting the next generation of conscious sustainability through a combination of science and sense.”
Consumer education is more important than ever
Perhaps predictably, as a consequence of Covid, 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, personalised beauty products and packaging, customisable 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.
Exhibitors at in-cosmetics Global will tap into the beauty by life stage trend, with ingredients offering anti-ageing or anti-wrinkle properties the second biggest category represented on the show floor. Here, Sederma will present its Silverfree long-lasting hair re-pigmentation effect for the freedom to choose how to age.
Meanwhile, Roelmi HPC will highlight its ÆCTive for microbiota care. A powerful postbiotic with a dermobiotic target, it maintains the osmotic balance and promotes an ideal microenvironment to ensure the balance of skin microbiota. ÆCTive concurs to avoid dysbiosis skin distresses, by improving hydration, elasticity and sebum control as a unique result of skin microbiota care.
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.
Roziani Zulkifli, exhibition director of in-cosmetics Global, said: “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.
"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."
