2021: Global Beauty Consumer Trends
Mintel, has highlighted how 5 major trends are set to influence the beauty and personal care sector worldwide. These trends are thought to impact the future of consumers and the implications for manufacturers, companies and brands.
1. Beautiful Mind
Brands have the opportunity to bring back a sense of “normality” in these uncertain times through the creation of daily routines that use beauty products that bring value and rebuild relationships based in trust. With the use of daily routines that explore a way of tackling stress and anxiety, brands will generate value and trust to consumers building at the end a long-term relationship of loyalty. According to Mintel’s analyst, McDougal, “Brands will need to create strategies for third-party experts to validate and educate consumers about the future of holistic wellness with self-care that touches on the mind-body-spirit connection.”
2. Beauty Re(Valued)
As consumers reevaluate what is important to survival and how to spend their money, experiences in retails stores will become more valuable. Brands will need to redefine value in purchase beyond cost. Those wishing to connect with consumers and build a long-term relationship with consumers will need to tune into what really resonates with consumer groups in order to reduce customer acquisition costs and increase lifetime value.
3. Channel Changers
E-commerce strategies will allow brands with a strong omnichannel and that offer truly new digital experiences to prosper.
Value to customers will be driven through personalized digital touch points that focus on capturing the consumer’s individual lifestyle needs. This Will propel brands to develop commercial strategies that drive consumers to own-brand sites that advocate authenticity and offer an enhance experience through the use of trained and trusted professionals creating a true omni-channel strategy.
4. Beauty Eco-lution
The United Nations, estimated that by 2030 the human population 8.5 billion by 2030. This and the recent COVID-19 confinement have propelled in consumers a re-evaluation of their priorities not only in their lifestyle but also in their co-ethical considerations when purchasing in the future. Consumers will be seeking brands that contribute to climate change, sustainability driven and that innovate along more ethical lines in the supply chain.
5. Waterless Consciousness in beauty
At the beginning of 2016 Mintel highlighted “Water the new luxury” as one of the key 2025 trends, where it explored the role of water in beauty products and assessed the possibility of using recycled water, or no water at all. Fast-forward to now Mintel analysts revisited “Water the new luxury” to find fresh approaches, focusing on how to strengthen both the use of water and its marketing story.
The personal care market has recently seen a change in well established brands and appearing new ones with a similar focus: to use less water. Waterless formulations are leading the way with a focus on sustainability that goes beyond the use of water and that involved for example packaging size, waste and overall carbon footprint. Consumers demand brands to bring innovation to this, to do more and be better in ways that are truly sustainable.
Sources:
Mintel Global Consumer trends 2030 Report , Arpil_2020
Water consciousness in beauty, January, 2021, Taylor McCormick, Customer Success Team
