What's Next in Beauty & Personal Care Trends and innovations to watch Trend forecasting and trend watching are two key activities all brands should undertake. Not only do trends help drive future innovation, they can clue marketers into the thought patterns and behaviors of consumers to help them create more targeted and relevant campaigns. Trends can also dictate the types of formulations, product formats and textures that consumers are looking for in the future. Packaging then becomes a critical attribute of new product development as new textures emerge. The beauty and personal care industry is heavily trend-focused so it is critical to understand what’s influencing the industry in 2015 and beyond. Mintel regularly tracks new and emerging trends and forecasts how these play out with consumers and brands across a variety of consumer categories. Two emerging trends influencing beauty and personal care are “Seasonality” and what we call “Toxic Avengers.” Both trends have global implications for textures and formulation types as well as packaging formats. Toxic Avengers International events are putting emissions and toxicity back on the agenda, but it’s the threat of pollution to human health that is driving technological innovation and the launch of clean, protective products into the beauty and personal care 18 Spray June 2015 industry. Not only are the issues of emissions and pollution impacting the environment, research from the World Health Organization now confirms that pollution is the biggest environmental health risk to humans. These ideas and concepts are translating directly to consumer goods. Brands sold in heavily polluted urban areas are launching campaigns centered on protecting the skin from pollution and particulate matter. Ponds in China has even introduced a range of products using the concept of particulate matter in its marketing. Max Factor, also in China, recently held a “smog busters” competition asking consumers to submit photos of their makeup looks while wearing smog masks. China is not the only region where these themes are becoming more prevalent. Avon in the UK has coined a new term to encompass a wide variety of environmental aggressors that can impact skin negatively—“urban dust”. It has released a map of the region, rating major cities with regard to their levels of urban dust coinciding with their range of E-Defence skincare. A new product format is also emerging within this new claims category— shielding or defense mists. These products rely heavily on the use of aerosol technology to ensure a fine, even coverage of product to form a physical barrier between skin and the environment. Most of these products serve multiple functions but benefit from the convenience of an on-the-go aerosol package. Carbon footprint and environmental impact are two areas where consumers are becoming more educated and more engaged. Apps and websites can help individuals calculate their impact on the world around them and consumers can then look for products that help them to live a “Green” lifestyle. Unilever has launched new antiperspirant/deodorant products across all brands in a compressed aerosol format. Packaging is cut in half by compressing the product inside but without losing efficacy or duration of use. Not only do these products help the environment from a packaging perspective, they also reduce transportation costs as more units can fit Sarah Jindal Mintel Group Ltd. This material was originally presented at the Eastern Aerosol Association (EAA) Spring Meeting. (see p. 28 for more on the EAA meeting) Peace for the Skin Bye Dust Mist was designed to give immediate refreshment while forming a protective layer from dust and dehydration. Skeyndor Urban White Anti-Pollution Shield Mist restores skin's balance and reduces the effects of urban pollution.
Spray June 2015
To see the actual publication please follow the link above