Lia Neophytou, consumer analyst at GlobalData, a data and analytics company, named the following beauty trends as the biggest ones to watch out for in 2020:
“Anti-pollution will no longer suffice as a ‘nice to have’ claim on beauty products, rather it will become an expectation.
“Consumers now have a heightened awareness of the impact environmental factors have on their appearance. While the effects of sun exposure to the skin have long been emphasized as contributory towards premature aging, the negative impact of pollution is an imminent concern, driven by heightened awareness of the dangerously high pollution levels present in urban cities across the globe.
“This is fueling consumer demand for more complete protection, and it can be anticipated that the presence of the ‘anti-pollution’ claim will become a deciding factor when choosing between beauty products.
“Subsequently, beauty brands will focus more intensely on tackling pollution exposure. For example, Oskia distributes a City Life Facial Mist said to fight environmental aggressors when spritzed on the skin. Similarly, Maybelline’s Dream Urban Cover foundation provides both anti-pollution and SPF coverage.”
“Over a third (37%) of global consumers find CBD/Cannabidiol appealing as a beauty ingredient, according to GlobalData’s 2019 Q3 global consumer survey. While this appeal may intensify in the future, it will be difficult for beauty players to use CBD as a differentiating factor going forward.
“Instead, beauty players will incorporate this ingredient as an expansion upon their existing natural propositions, rather than to emphasize it as the star ingredient. In particular, we can expect to see skincare formulations more subtly touting its anti-inflammatory benefits and antioxidant profile, and make-up brands leveraging the ingredient for its hydrating and conditioning benefits.”
Back to Basics
“A minimalistic approach to beauty, skincare, and haircare will emerge as a way for consumers to identify only the most essential products for their individual needs and avoid the use of excess products.
“In fact, 81% of global consumers consider living a less complicated lifestyle important in creating a feeling of wellbeing or wellness, according to GlobalData’s 2019 Q3 global consumer survey. Subsequently, beauty brands will focus on developing highly personalized solutions boasting multiple benefits, with efficacy and even sustainability perceptions heightened as a result.
“Unilever’s Skinsei leverages technology to produce highly personalized offerings. It directly caters to consumers wanting to de-clutter their beauty routines, and find one product that can meet an abundance of highly personalized needs.
“This trend is similar to the South Korean ‘Skip Care’ concept, where consumers focus on purchasing only the most essential skincare products for their needs. This drastically contrasts with the multi-step routines once popularized in South Korea.”
360 Degree Well-being
“Until recently, well-being in beauty encompassed formulations featuring ‘safe’ ingredients, or ‘natural’ and ‘chemical-free’ positioning. Now, consumers hold a more holistic perception of well-being that spans both physical and emotional aspects. This will drive the proliferation of beauty products that boast features that go beyond function and efficacy and promote mental and emotional well-being.
“For example, Uma distributed a Pure Calm Wellness Oil that is said to provide a sense of peacefulness and calm. Emotional well-being was further encouraged by the Revlon X Gurls Talk ‘Dare to Love Yourself’ beauty kit, which encouraged consumers to freely talk about personal issues.
“This will be an important focus for beauty players, since 74% of global consumers are concerned about stress and anxiety, while 76% are concerned about tiredness and fatigue, according to GlobalData’s 2019 Q3 global consumer survey,” says Neophytou.