Beauty Packaging’s editor-in-chief Jamie Matusow (shown above, top) sat down via a livestream discussion yesterday during the webinar, Prestige Beauty: Today & Tomorrow. The panelists were Larissa Jensen, vice president and Beauty Industry Advisor, The NPD Group (above, bottom right) ; Marc Rosen, president, Marc Rosen Associates (above, bottom left); and Veronique Gabai-Pinsky, founder of the luxury brand, Veronique Gabai.
The NPD Group’s Larissa Jensen presented the latest market data and insights — hair care is up, while makeup, skincare and fragrance are down. Refillable packaging is becoming more popular, Jensen says, as well as “minis.” Lip Minis are up by 27% for January and February 2020.
E-commerce beauty sales have grown exponentailly - but will this continue when stores re-open? How will retail change, post-quarantine? “Brands need to entice shoppers with packaging, now more than ever,” Rosen says, but they will also need to ‘redefine luxury’ for a ‘new normal.’
Rosen explains, “Before the pandemic, everything was about ‘new.’ It is different now. I believe consumers will want things that are the same…that they know work. You want to go back into the store and see your favorites - and are less likely to try new things.”
For this reason, Rosen says beauty companies should invest in successful brands, instead of “abandoning them for flankers.” Rosen says brands would be smart to “do what was done decades ago, and create more ancillary products,” he says, for fragrances, as well as other types of products. “And the package design should be consistent,” he adds.
Gabai-Pinsky says consumers will return to buying more than just necessities - but will look for a deeper connection with a brand, and ones that correspond with their values. “Luxury will need to evolve…brands will need to open the doors to their ateliers, so consumers will understand the craftsmanship…We will need to work harder to connect with consumers in a more transparent way,” she explains.
Jensen says sustainability and ‘clean beauty’ are two big trends that will continue — and accelerate. Another current ‘buzzword’ is ‘cleanical.’ “These are ‘clean’ brands that have a clinical background,” she says, with the example, “a ‘doctor’ skincare brand that promotes its use of ‘safe’ ingredients.”
Find out more during the hour-long conversation - watch here after logging in or registering.
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