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January 10, 2024
4 Min Read
Beauty is in the eye of the beholder, and consumers' eyes are changing.Image courtesy of GUILLAUME SOUVANT / Contributor via Getty Images
One consumer segment that is sure to change is beauty / personal care. From use of AI on packaging to new formulations with new ingredients, the landscape revolves around TikTok influencers, medical influencers (like dermatologists), and on-trend brands — and manufacturers need to innovate to keep up.
Research firm Mintel released its 2024 Global Beauty and Personal Care Trend Predictions recently, which reveal three trends stemming from consumer behavior. These trends are: NeuroGlow, Beaut-AI, and Sophisticated Simplicity.
This basically means wellness and beauty of mind-body, connecting mental well-being with physical appearance. With the effects of COVID-19 still lingering and other events grappling the world, consumers are prioritizing wellness.
70% of US consumers are willing to pay more for BPC products with mood-boosting qualities.
Consumers want to incorporate stress relief products, healing practices, targeted supplements and daily routines today. The NeuroGlow trend offers a comprehensive approach to beauty improving physical appearance and enhancing both emotional and mental well-being through technology integration, partnerships, inclusivity, and personalization of products.
Mintel’s report states that practices like psycho-dermatology and neuro-cosmetics will gain traction with global consumers. Psycho-dermatology explores the relationship between psychological well-being and skin health, while neuro-cosmetics focuses on the mind-skin connection. Products and rituals incorporating sensory experiences, aromatherapy, and positive affirmations can be developed to uplift the mind and promote healthier skin.
Looking ahead, the trend of integrating mental well-being into the beauty industry will become mainstream. Beauty brands, retailers, and wellness providers will include mental well-being practices as part of their customer strategy.
Technology will play a vital role in this trend, with artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) applications personalizing beauty experiences, tracking well-being metrics, and offering virtual wellness consultations. Also wearable devices will provide real-time feedback on stress levels and skin health, strengthening the mind-skin connection.
Brand/Manufacturer Hint: Personalization of products is necessary to fit consumers’ needs and is not a one-product-fits-all scenario. Think: Personalized skincare regimens, self-care practices, and supplement plans.
Selfmade, a relatively new brand (2020), creates skin and mind products, focusing on the physical and mental sides of beauty. The products are developed in partnership with mental health experts. The brand offers skincare products and a mood-boosting makeup application. Image: Selfmade
Mintel research has found that artificial intelligence will transform the beauty industry by making it more personalized, efficient, and effective, but governance and transparency will be critical to growth.
The Beaut-AI trend identifies how brands can leverage information — like customer feedback on social media — to identify gaps and create innovative products tailored to specific needs.
44% of adults in Canada believe that AI will have a positive impact on society; whereas only 28% of US adults would be interested in hyper-personalized products and be willing to pay for them.
AI will permeate the beauty industry in the form of personalized recommendations, virtual try-on experiences and data-driven insights, Mintel researchers believe. By analyzing social media
trends, customer feedback and market research, AI will help brands identify emerging preferences and eco-friendly options.
AI also will advance hyper-personalized beauty recommendations by analyzing lifestyle factors, environmental conditions, and even genetic information. This customization will allow beauty and personal care brands to create tailored products and experiences that will attract consumers to new brands and encourage loyalty.
Brand/Manufacturer Hint: Consumers want transparency with AI. They will prioritize data protection and privacy by demanding customer consent and pushing brands to adhere to relevant regulations.
Alijas, a leading digital cosmetic company based in South Korea, is using innovative augmented reality (AR) filters in the US to redefine cosmetic marketing. Image: Alijas
Consumers will want effective, high-quality products. No more shopping for bargains, they want products that provide efficacy and functionality over pretty packaging or cool marketing campaigns.
They also will want to know what they are putting on their skin and hair, as well as expect brands to provide clear information about the benefits of active ingredients. This will allow consumers to make informed choices and reinforces the importance of efficacy in product selection.
66% of US beauty buyers prefer to use high-quality products regardless of price.
Beauty consumers will seek scientific evidence to support product claims. Brands that can provide research, clinical studies, or certifications to substantiate their claims of effectiveness will gain credibility and trust. Demonstrating the science behind a product will help consumers feel confident that they are investing in solutions that deliver tangible results. For example, beauty enthusiasts are following social media (TikTok, Instagram) for influencers with medical experience.
This will be a good time to downplay the packaging design elements. Emphasize minimalism and simplicity in packaging and design with clean lines, muted colors, and elegant aesthetics to create a sense of understated luxury.
Brand/Manufacturer Hint: Along with a refined packaging element, building a community around your brand will be beneficial. Foster engagement, encourage user-generated content, and collaborate with influencers to amplify the message of the brand. This will increase a loyal fan base as well as increase brand visibility.
The Rootist is a brand that exemplifies sophisticated simplicity. The brand uses biotechnology and fermentation to treat the roots, scalp, and hair. Image: The Rootist
About the Author(s)
Kristen Kazarian has been a writer and editor for more than three decades. She has worked at several consumer magazines and B2B publications in the fields of food and beverage, packaging, processing, women's interest, local news, health and nutrition, fashion and beauty, automotive, and computers.
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