Top 10 Beauty Trends
After tracking new launches from around the world, Mintel, a leading supplier of competitive media, product and consumer intelligence, has released its list of the Top 10 beauty trends to watch over the next five years:
1. Focus on Color. Mintel predicts an increase in cosmetic products that allow consumers to more easily customize results, along with more products that make it easier to make a choice in-store. Consumers will find foundations that accurately match their skin tones, such as Max Factor’s Colour Adapt foundation, and custom colors, like Shiseido’s Cocouture Made to Order Rouge, now available in Japan.
2. Enjoying a Salon Experience at Home. There is expected growth of the spa-at-home concept, complete with head to toe treatments designed to nourish the body and mind, exfoliate and pamper. This extends to the face, with Blue Skin’s Pause Anti-Stress Face Mask, currently in France; the body, with Repêchage’s Sea Spa Body care Travel Kit, in the U.S.; and the feet, with Montagne Jeunesse’s Footcare Range, in Spain.
3. Avoiding the Plastic Surgeon. The emphasis is now on defying age through cosmetics. Firming the skin, decreasing wrinkles and enhancing youthful characteristics, all without invasive or expensive surgery, is becoming more important to consumers. Vichy Liposyne Body Contouring Cellulite Treatment, found in Ireland, is designed to allow consumers avoid liposuction, while L’Oréal USA’s dual-ended Volume Perfect Lipcolor plumps lips without collagen injections.
4. Even Men Moisturize. Skin care and cosmetics for men is found more and more in masculine packaging. Metrosexuals and experimenters alike are rubbing the years off their faces with Biotherm Homme Age Fitness Yeux Active in France, unclogging pores with Kao’s Pore Pack Skin Care in Hong Kong, scrubbing clean with Ginseng Face Scrub by Aubrey Organics in the U.S. and even trying their hand at makeup with Jean-Paul Gaultier’s Tout Beau cosmetics line in France.
5. Targeting Teens. Marketers will be going beyond unusual colors and packaging and creating new brands specifically for the youth market. As some teens seek to emulate their adult counterparts and buy aromatherapeutic, indulgent items, such as Australia’s Aromateen Facial Pamper Pack, many in Asia like bright cosmetics that pop, such as Glossy Plumping by Kiss Me Cosmetics in Japan.
6. Caring Cosmetics. Products that offer more than two benefits are on the rise worldwide as consumers look for skin care solutions that work 24 hours a day, seven days a week. Garnier’s Light & Lift 24H Program gives Thai women two tubes of product: one for day and one for night. In addition, vitamin or mineral fortified products, like Almay’s The Insider! Mascara on the market in Ireland, give consumers added value.
7. Wipes & Swabs. A rise in handy, portable wipe and swab products is imminent, according to Mintel. Swabs take convenience and portability to the next level as North America’s Swab Plus expands from eye makeup removal to introduce Non-Acetone Nail Polish Remover Swabs and Advanced Acne Care Swabs 2 Step System. Moreover, the quick application of wipes is apparent in the popular Lift N’ Go Instant Wrinkle Smoothing Serum from Elysée.
8. You Can Take it With You. As with wipes and swabs, on-the-go convenience is in high demand for cosmetics. In the U.S., Urban Decay’s award-winning Hot Box Mini Makeup Kit offers colors for the eyes and lips, concealer and a mirror in a package the size and shape of a lighter, while the mini Caboodles’ Glitter Puff is attractive and convenient.
9. Closer Targeting. The focus is on diabetics, women’s issues and smokers as more and more niche products hit the shelves. In the U.K., Sixtumed Skincare offers Skin & Leg Balm for Diabetics, claiming it gives relief to tired legs and dry skin, and Bath & Body Works has launched Aromatherapy Remedies PMS Relief. In Canada, Nail Whitening Fizz touts its ability to brighten the yellowed, discolored fingernails of smokers.
10. Well-Being. Natural ingredients that energize, detoxify and de-stress will find their way into more products, says Mintel. Kenzo Energetic Face Mask with cucumber and bamboo is selling well in Germany, as Sanoflore’s Soin des Ongles nail care, containing ylang ylang, rosemary and lemon, has made its way to the French market.
Source: The Cosmetic Site
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