When it comes to cosmetics, consumers’ expectations change depending on their age, gender and where they live. In a recent report, trends consultancy Mintel looked at the preferences of Britons… and more than ever, the trend is towards minimalism and personalization.
Mintel has identified three trends that are particularly prevalent in the UK.
Discreet luxury
No more opulence. To be elegant and well-groomed, there’s no need to go overboard. This trend is all about appearing refined and sophisticated through subtle, understated and timeless looks. “However, with household incomes tightening in recent years, consumers are looking for alternatives to prestigious brands to achieve this result. 30% of consumers have already tried cheaper versions or copies of high-end products.”
Hail to artificial intelligence
Virtual trial tools are all the rage! Consumers no longer hesitate to use these digital modules to find the perfect shade or to try out looks before going ahead with the purchase of certain references. “AI is also proving useful for providing individual cosmetics recommendations. Ultimately, this technology could be based on a number of highly personal factors, such as the user’s genetics, environment and lifestyle,” comments the foresight firm. “It is to be expected that AI will be integrated into store mirrors and that virtual trials will become an instrument enabling consumers to speed up their decision-making process and enhance their shopping experience.”
The quest for the perfect complexion
Fewer and fewer consumers are wearing “heavy” make-up during the …
