To be successful, a brand must no longer rely solely on the products it offers. It must offer immediately effective treatments, embrace new territories (sexual well-being, for example) and be useful to society. At least, this is the idea defended by the Mintel forecasting firm in its latest report on beauty trends for 2023.
What will be the contours of the cosmetics of the future? Mintel has identified three strong trends for the coming year (and beyond).
Beauty Rx
Consumers are thirsty for products that are formidably effective. With the health crisis, they were forced to abandon the protocols in institutes. To compensate for the lack of products, they have adopted home routines. They are in demand for results similar to professional care. In addition, the inflationary context pushes them to spend their money scrupulously. Thus, the general public is increasingly educated about beauty and knows exactly what they need. 75% of Spaniards agree that cosmetic brands should provide more scientific evidence to back up product claims and 40% of Americans follow beauty influencers on TikTok for the educational content they post.
“To meet this demand for results, industry professionals will continue to invest in technology, whether it’s ingredient, device or tool development,” Mintel analyzes. “Advances in biology will create the next generation of visibly effective skin care. And consumers, more educated than ever, will be ready for these new developments.”
Evolved Self-Care
Since the pandemic, cosmetics have been seen as a vehicle for wellness, with 87% of Chinese saying that fighting stress is …
