Just a few more days till we bid goodbye to 2017 forever, and with a new year comes shiny new things!
Mintel, the world’s leading market intelligence agency, has announced four trends set to impact the global beauty and personal care market over the coming year. Looking ahead, Jane Jang, Mintel’s Senior Beauty Analyst, discusses the major trends set to influence the beauty and personal care sector worldwide, including implications for consumers, brands and manufacturers.
“Mintel predicts that the beauty and personal care market will experience a fundamental shift during 2018,” says Jane. Here’s what you can expect from your favourite beauty brands in 2018!
1. Safe And Sustainable Ingredients
Get ready for science to meet nature as the concept of natural beauty ingredients expands in an ever-changing world. Mintel anticipates local approaches and developments in biotechnology will give brands a whole new way to harness the power of Mother Nature.With evolving consumer demands for safe and sustainable products in the face of the real threat climate change, brands’ approach to natural and sustainable ingredients must adapt. In the coming year, the possibilities for creating safe, sustainable, allergen-free, pure, and efficacious ingredients through science could replace the harvesting of natural ingredients.
2. Customised, Personalised Beauty
As perceptions of beauty change to be more inclusive (thank goodness for that!), you can expect your favourite brands’ offerings to change as well. Think more personalised beauty, no longer being grouped by your age, gender or body type. The ever-evolving perception of beauty will see the removal of labels that are based on simple characteristics and will transform the way consumers look at their skin, hair, and body types. Brands will embrace inclusivity and address individual beauty concerns which will result in more customisation and personalisation of products. In other words, you’ll get to take control of how your own beauty is defined.
3. Beauty You Identify With
In 2018, a beauty product won’t just be a beauty product. Look forward to brands injecting their identity and offerings with a personality and purpose that aligns with your own! Prepare to be charmed by personalities that are relatable, personable, and sincere, with an added goal to give back to society through funding education and solving environmental and ethical issues. You can thank all the woke Millennials and Generation Z users like yourself who place greater emphasis on the world around them!
4. Private Eye
Just like your smartphone, digital technology will follow you everywhere, including down the beauty aisle! Besides making it for you to find reviews, get a digital makeover or virtually swatch any makeup product, digital technology will make shopping more personal in 2018. Get ready for a more intuitive shopping experience as new technology can interpret your facial expressions and eye movements as you shop to determine if you need assistance, both in-store and online. In the coming years, Mintel expects the commercial use of biometric data will extend even beyond eye tracking, as heart rate, body language, and speech become increasingly important for a more complete assessment of how you shop. Sounds a little crazy, but hey that’s the future!