Environmental issues and soaring prices are driving consumers to change the way they choose their beauty products. Increasingly demanding, they don’t want to compromise on the effectiveness of the skincare products they use. In a recent article, the Mintel forecasting firm listed the latest expectations of the general public in terms of cosmetics.
The agency has identified five emerging trends.
Multifunctional products
Goodbye complicated routine, hello minimalism! Since the end of the health crisis, the trend has been towards “less is more”. According to Mintel, this trend is set to intensify in the coming years.
However, just because consumers want products that meet a variety of needs doesn’t mean they’re any less careful about composition or manufacturing processes.
Effective ingredients
Consumers no longer want to conceal their skin problems, they want to treat them. That’s why they scrutinize INCI lists and look for specific ingredients recognized for their virtues. “This trend represents an opportunity for brands to stand out from the crowd by offering highly formulated skincare products.”
Personalized cosmetics
“This trend represents an opportunity for brands to stand out from the crowd by offering cutting-edge formulas. 61% of skincare users agree that it’s better to shop according to their skin,” explains Mintel. “But what if women are misinformed? They’re less likely to get results, and therefore more likely to abandon a brand or product. To combat this problem, manufacturers are investing in online tools to help their customers determine their skin type from the comfort of their own homes.”
No-rinse formulas
Concerned …
