Sales of prestige lavender-based beauty products in the UK reported an increase of 552% in value sales in the period January 2019 to end of April 2019 according to The NPD Group. Products based on aromatherapeutic ingredients have reported a similar increase in sales in the skincare sector in the period January 2019 to end of April 2019 when compared to the same period in 2018. Sales of rose-based beauty products increased 6% and lemongrass infused products increased in by 5%. Frankincense was a stellar performer in this category, where products formulated with this traditional constituent, said to relieve stress and anxiety, increased sales by over 200%.
According to The NPD Group, the growth in sales of these aromatherapy-based beauty products demonstrates a return to comforting, nurturing, heritage ingredients which are central to the Mindful Beauty ritual, popular on social media and amongst wellness bloggers. For instance, #mindfulbeauty has been used over 30,000 times on Instagram as people share their mindful rituals which combine ‘slow beauty’ with mindful gestures, breathing techniques and meditation. These products include (but are not limited to) cleansers, masks, moisturisers and mists to bath and body favourites like soaks, bath and body oils, body and hand creams.
“2019 has been a challenging year for many people and in uncertain times, customers return to natural, heritage ingredients and products that offer a comforting, nurturing effect on skin, body and soul. The emergence of the Mindful Beauty trend is a response to the need to achieve solace and self-care in beauty rituals that calm the mind, cleanse the skin and offer a little ‘me-time’ during the morning, evening and weekend beauty ritual,” said June Jensen, Director, NPD UK Beauty.
While brands can embrace this trend by infusing their new products with the required ingredients, bricks and mortar retail stores could seize create immersive brand experiences which engage all of the senses.