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    Four trends to shape beauty industry until 2025

    12/14/15 | 7:28 AM time

    Consumers expect cosmetic products to have a verifiable effect, provide energy and be produced in an eco-friendly manner

    Our everyday life is becoming increasingly digitalised, awareness of natural resources being finite is growing, and people are becoming more aware of their own physical abilities. As a result, more and more people all over the world feel prompted to improve their way of life. According to market research firm Mintel, beauty trends over the next decade will reflect this development. Mintel’s Beauty and Personal Care analysts have identified four key issues that cosmetics brands should be prepared for.

    Trend 1: Augmented human

    Self-observation and having control over one’s health and wellbeing is becoming more and more important to consumers. Consequently, they expect their cosmetic products and beauty devices to deliver measurable results. "Virtual mirrors and real-time visualisation showing the effects of skin and hair care products are the next step," says Vivienne Rudd, Director of Insight, Beauty and Personal Care of Mintel.

    Furthermore, wearables such as smartwatches are increasingly turning your bathroom into a laboratory. Smart technologies allow consumers to diagnose their own personal care needs and compose customised cosmetics. According to Mintel, 48% of sunscreen users in the UK would like to check dermal changes through an app.

    Trend 2: Water – the new luxury

    The relevance of environmental protection and sustainability to the development and production of cosmetics is growing as the sensible and sparing use of natural resources is becoming more important to consumers. One in three British consumers would invest in appliances helping them save water and electricity, the market researchers found out. Another 27% say that they are making an effort to save or re-use water. Cosmetics made from alternative water resources or using little water may well capture the market over the next years, the analysts highlight.

    Trend 3: Power play

    There will also be a strong demand for cosmetic products claiming to provide more energy. The fast-paced life in modern societies is increasingly affecting physical activity. In the USA, fatigue and exhaustion rank second among all health problems, the market research firm reports. 79% of British adults say that they are lacking energy and feel bad about it.

    “Energising products are being feverishly researched, particularly with regard to skin and hair care. We expect that more hair care producers will launch products improving the hair’s structure and longevity by stimulating cellular energy. In addition, there will be a new generation of colour cosmetics revamping the skin’s energy balance and its visual appearance,” explains Vivienne Rudd.

    Trend 4: Gastronomia

    As the analysts report, 57% of US consumers say that they are buying natural and organic cosmetics because no unnecessary chemicals have been added to them. Just as demand for natural cosmetics is growing, consumers are becoming more interested in home-made products. The trend towards Do It Yourself cosmetics from your own kitchen is driven by the desire for more control over the ingredients in our cosmetics, Mintel states.

    Vivienne Rudd predicts that cosmetic firms will market “beauty boxes” for preparing personal care products at home. “Traditional household remedies are slowly becoming mainstream as more and more consumers compose their own beauty and personal care products. Beauty brands will have to focus on artisan production methods while also providing consumers with an easy way of manufacture at home. Given that the interest in a more natural lifestyle is growing, consumers will increasingly be involved in development processes to make the formulations of beauty and personal care products more transparent.”

    Source: Mintel, photo: lily - Fotolia

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