“If 2020 was a trying year for consumers, it will also have been animated by new experiments, disruptive practices, more in-depth knowledge via digital,” explains Leïla Rochet.

Radical traceability
For some time now, consumers have expressed the need for beauty companies to be less opaque in the way they communicate. Today, this has become a real prerequisite and the trend goes even further: industries need to show a white paw throughout the value chain.
To corroborate this thesis, the expert indicates that 90% of affluent Chinese expect brands to have an ethical commitment, and 88% expect them to respect animal welfare (according to IPSOS’ Luxury Tracking study). “Rather than words, consumers demand proof,” she adds.

A more medical approach
The health crisis has changed the beauty routines of citizens: less make-up, but more hygiene products to protect against any risk of contamination.
“According to the Innova study, six out of ten global consumers are looking for immunity and health care”, reports Leïla Rochet. “The pandemic has exacerbated people’s fear of disease. They will therefore be looking for care with a holistic approach and whose effects exceed those of cosmetics.”

A more scientific discourse
There is a real emergence of “skintellectuals”, …