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4 key beauty and personal care trends for 2018

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Mintel’s Beauty & Personal trends 2018 report predicts an increased demand for customisation

Consumer demand for trust, transparency, ethics, individuality and speed will shape and drive beauty and personal care brands, predicts the Mintel Beauty & Personal Care Global Trends 2018 Report. These trends will be coupled with unprecedented customisation of the shopping experience, driven by advances in digital technology.

1 Consumers ‘green-light’ natural products

While ‘naturals’ will continue to be popular, this will be augmented by consumers opting for locally sourced, locally produced and small-batch products. Increasingly, consumers will use smartphone apps to give them insights into the safety of products and the source of ingredients so that they can make purchases based on who they are and where they live.

For example, 29% of Australian consumers look for locally made/grown products when shopping for everyday items such as toiletries.

Think Yarok Haircare which mixes aromatherapy based products in front customers at its New York treatment bar.

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2 Beauty in all shapes and sizes

Brands will no longer target consumers based on age, gender or body type as consumers increasingly demand personalised beauty defined on their own terms. Researchers say that consumers will seek out products that fit their own sensitivities. The beauty consumer is more than just part of a demographic, generation or gender–they are seen as an individual.

For example, 40% of US makeup users aged 25-24 are frustrated by products that don’t match their skin tone and 33% of Brazilian Millennials say they would like to see more adverts featuring people with a wider range of body types.

As consumers continue to express their individuality, they are drawn to new indie brands that can meet their unique needs or can be customised. Think Park Makrae, a 70-year-old known as ‘Korea Grandma’ whose videos featuring her quirky beauty and fashion tips redefines beauty and ageing.


3 Demand for brands that earn honest money

Simply selling a great beauty product will no longer be enough. Brands will need personality and purpose which aligns with the consumers’ own beliefs to win them over. The onus is now on brands to impress consumers with a human-like personality that is relatable, personable and sincere. While brands have championed worthy causes–or have demonstrated a social conscience in the past, this has now become an essential element of branding.

For example, 56% of US consumers have stopped buying products if they believe they are unethical, and 37% of UK consumers consider whether or not a product has been tested on animals.

Think Thrive Causemetics ‘clean beauty’ line of false eyelashes which donates products to women suffering from cancer or to women who are victims of domestic violence.

Mintel predicts that it will be imperative for brands to have a personality that is genuine and goes beyond normal corporate social responsibility.

4 Beauty in the eye of the smartphone holder

With so many products eyeing and vying for our attention, time-pressed consumers now want a more intuitive shopping experience–and are seeking out new technology to do this. New technology that can interpret consumers’ facial expressions and eye movements to determine product preferences and offer help instore, and online will be embraced. While shoppable social media posts that convert inspiration to information will allow consumers to seamlessly transition between creative imagery, product education and purchase.

For example, 67% of US beauty buyers aged 18-22 prefer to search for a product instore on a mobile app than with the help of a sales assistants, while 33% of Spanish consumers who view beauty content online would be interested in purchasing through social channels.

Think Smashbox’s work with Modiface that tracks eye movements to see what interests the consumer and prompts them to buy or look up further information.

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Mintel predicts that over the next three years holistic approaches to biometric data and the blurring of the lines between social media and online retailing will encourage brands to drive unprecedented customisation of the shopping experience.

To read the full Mintel Report click here …

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