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You have certainly noticed two consumer trends, and the beauty industry is not spared: eco-responsibility and personalization. We presented you "The MEXME factory" in our article on the Cosmoprof 2019 in Hong Kong, and according to Mintel's analysis, this "factory" largely meets the desires and needs of consumers.
Mintel studies consumer behaviour in all types of sectors. It is a recognised international player and has been working with its clients since 1972. Thanks to its teams of researchers and partners, Mintel has conducted analyses of behaviour and future trends in the beauty sector between 2020 and 2030. Some trends are already present today, but they exist on a small scale compared to what they would be tomorrow. Discover the future of beauty!
On the science side
In recent decades, and even more so in recent years, science has experienced a significant leap in its evolution. Technological advances in computer science, whether in terms of hardware, applications, or augmented reality, are directly contributing to the advances in the beauty industry. It affects the sector at all levels, including the way consumers choose, buy and interact with products.
Consumers are becoming more and more conscientious in buying their products. They are indeed turning more and more to organic and vegan products. Laboratories are developing their expertise in biotechnology in order to respond to the desires and needs of consumers.
On the nature side
Consumers are paying more attention to the origin of products. Many are wary of the marketing strategies used by brands and the information disclosed.
Thanks to the Internet and the amount of information it shares, consumers are looking for the information they are given more than ever before. In fact, as you may have noticed, transparency is a communication strategy that more and more businesses are adopting these days to gain consumer confidence.
From 2020 to 2030, according to Mintel, beauty brands should create products that :
Difference between ageing and longevity :
For example, if a friend tells you that she was at her uncle's 90th birthday, this tells you about her longevity, not her old age. Indeed, was this uncle in a wheelchair or did he play golf? In short, consumers will be looking for eco-responsible brands, creating products they trust, where transparency of production advocates.
To go further, the hair and beauty sector is a sector that affects a person's emotions, it is a psychological sector and brands will have to find solutions that will be more emotionally oriented. Consumers will have to recognize themselves in the brand, where "lifestyle" will be more present in an even more connected world.
It's a long way! In order to be among those who first respond to the needs of consumers, as you will have understood, brands will have to provide you with the "story" of the product and avoid misunderstanding. You should also be aware of the eco-responsible labels that will be present on product packaging. Your customers will ask you what they mean and it will be important for you to be able to answer them without hesitation. It is very likely that your customers will research these labels, and again, transparency is one of the keys!
In addition, as mentioned earlier in the article, personalization will play a key role in the decision to purchase a product. Thanks to biometrics, you will be able to establish a true, complete and thorough diagnosis and propose 100% personalized beauty solutions to your customers. Be one of the first to offer custom-made products at the salon!
Spinali Design is a company that creates smart and connected clothing and swimwear. The brand's swimsuits are equipped with a UV sensor, connected to the smartphone application (available on Androïd and iOS). The swimsuit sensor detects when the UV level is high, or when more sunscreen is needed.
UpCircle creates its products with the "leftovers" of nutrients, such as brewed coffee grounds or Thai tea spices. The brand offers products that are 100% natural, and which also bring good results.
Aderans and Spiber hope to be able to market 100% protein hair by 2021. According to the president of Aderans, Yoshihiro Tsumura, "The strongest point is that it won't break easily. It would also be possible to make perms and colour them". What's more, Aderans will use its technology so that the hair can reproduce the unique feel of natural hair. If you would like to see the complete study carried out by Mintel, click here.
We don't teach you anything by telling you that it's always important to stay informed about market innovations. But today, more than ever. The market is developing faster and faster, and in ways that we don't always fully understand. Stay on the lookout for the new technological revolutions that will build the industry of tomorrow!
