In a future where the line between human and technological device blurs, water becomes a protected resource, energy concerns ring true and natural ingredients take centre stage, beauty brands must innovate to stay relevant.
Augmented human
The line between human and technological device is blurring as smart technology puts people in greater control of their individual health and beauty needs.
“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,” said 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. According to Mintel, 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. In this area, as for many other environmental issues, consumers are changing their habits and expect companies to do the same.
Already, we are seeing the rise of water-saving beauty solutions such as wipes, dry shampoos, nonrinse body washes, and alternative toothpaste formats. But the next generation of products will work without any water at all.
Power play
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. This may include partnerships with producers of food and beverages.
Gastronomia
The saying goes, ‘it’s what’s on the inside that counts’. Interest in natural ingredients is on the rise as more people dare to push up their sleeves and get involved in the process of creating beauty products.
“Traditional beauty and personal care remedies are moving into the mainstream as more and more consumers start to ‘cook up’ their own versions. Brands will need to shift their focus to highlight artisanal processes while also making it easier for consumers to make products at home. Looking at the decade ahead, we’ll see brands borrow inspiration from the meal kits developed by food companies, propelling the subscription beauty box model to the next level,” Vivienne concluded.
