The Beauty and Personal Care Department at Mintel, a global provider of market research, announced four major trends that should guide global beauty markets over the next decade, including the implications for consumers and brands.

According to the agency in the future water will become a protected resource; there will be an increase on concerns over vital energy and natural ingredients will become the center of attention. The beauty brands must innovate to remain relevant, says Mintel.

“We are living in exciting times with revolutionary advancements in technology, brand partnerships and product development. However, we think the coming years will bring stark contrasts in personal technology and natural ingredients that will drive beauty innovation over the next decade. Already, beauty manufacturers are working on new generations of beauty products that will satisfy consumers needs for speed and efficacy”, says Global President of Beauty and Personal Care Division at Mintel

Smart Technology

Smart technology will give consumers greater control over their individual health and beauty needs. According to Mintel research 18% of Chinese consumers already have a wearable device, while nearly half, 48%, of sunscreens users in the United Kingdom would be interested in an application that can be used to track skin changes.

“As consumers become increasingly familiar with using technology to track their health and well-being, they are looking for beauty brands to offer products and devices that boast similar functionality. New product development in augmented reality is providing the next step in virtual mirrors and real-time visualisation of the effects of beauty products on the skin and hair,” says Vivienne Rudd, Director of Insight, Beauty and Personal Care at Mintel.

Water: The New Luxury

Water is set to become a precious commodity as consumption outstrips supply. The more consumers become aware of this, the more beauty brands will need to change how they manufacture and formulate products to limit their dependence on water.
The water should become a highly protected resource, and use it the way it was consumed before or still is, will not be viable in the coming years. And so as consumers reduce their use also expect brands to do the same. Some of them already positioned themselves consciously on the subject and will. The water has always been an essential part of some beauty routines, but new product formulations require little or no water for their use.
Likewise,consumers are facing an energy crisis as the pace of modern life catches up with them. Aware of consumers’ need to make long-term lifestyle changes to address falling energy levels, beauty brands are delivering products that put energy claims at the forefront of their message.

“Our research shows a growing consumer interest in alternative sources of water, which do not pressure the currently existing resources. To gain competitive advantage, we will see brands scour the earth to find them. These new products can be positioned as sustainable and unique. The brands not only seek water sources from different oceans, lakes and glaciers, but they will climb mountains to harvest the drops the purest possible. the key to successful beauty brands lies in the successful adoption of these innovative measures among younger consumers. They must attract the idealism and youthful passion, the desire to change the world through products that clearly state how these brands address the issue of water scarcity. There will be also a greater need of the brands on helping consumers to control consumption water, and transparency will be an extremely important quality, “continues Vivienne Rudd.

Physical Energy

Aware of the need of consumers to change their long-term lifestyles, the beauty brands are offering products that put the power position at the forefront. The force levels become a major concern worldwide. The research of Mintel indicates, for instance, that nearly four out of five adults, 79% in the UK, do not like to feel with little or low energy. In the United States, tiredness or fatigue ranks second as a health problem.
“Our research shows that consumers generally want to improve their health and well-being. The beauty brands will need to partner with food companies, beverage and leisure to create product variants that promote a healthy lifestyle with ingredients and claims that complement each other. Energy efficiency Placements will also be fundamental in the next decade as consumers struggle with fatigue. The brands should then illustrate in a tangible way, how their products can improve consumer force levels. In fact, items targeted to increase consumer energy are already being produced, particularly in the areas of products for skin care and hair. We should see more capillaries brands seeking to improve the condition and longevity of hair through cellular energy stimuli. A new generation of makeup will also emerge, increasing energy levels of the skin and improving its appearance, “said Vivienne Rudd.

The trend of doing by yourself

Beauty products are coming out of the shadows of laboratories and gaining the kitchen counters of consumers. This trend is driven by a desire for consumers to feel in control of the products they use. Nearly half, 48%, of Italian and Spanish consumers buy natural and organic personal care products because they believe that the products are better for health.

“Beauty treatments and traditional personal care are becoming current, as more and more consumers begin to ‘cook’ their own versions. Manufacturers will have to change their focus to enhance handcrafted processes, while facilitating for consumers to making products at home. With the growing interest in adopting more natural lifestyles, consumers will engage more in the creation process to ensure that their beauty products and personal care be more transparent, “concludes Vivienne Rudd.