Mintel’s four key beauty and personal care trends for 2021

In a recent report [1], Mintel announced four key consumer trends set to impact the global beauty and personal care industry during 2021.

Beautiful Mind: Brands have an opportunity to build normality in uncertain times through routines using products that protect, bring value, and rebuild trusting relationships.

“Brands that successfully highlight the use of beauty routines as a way to combat stress and anxiety will drive long-term value for consumers. Brands will need to create strategies for third-party experts to educate consumers about the future of holistic wellness with self-care that touches on the mind-body-spirit connection,” said Sharon Kwek, Associate Director, Global Beauty and Personal Care at Mintel.

Beauty Re(Valued): As spending comes under scrutiny, product functionality and purpose will drive usage. Value will be measured in quality, convenience, and impact rather than currency.

While experiences will become more valuable than tangible products, brands wishing to encourage consumers to trade-up will need to redefine value, beyond just cost, but through the impact of purchase .

Channel Changers: Robust ecommerce strategies will allow brands to win with a true omnichannel approach that pushes the boundaries, engages all of the senses, and offers new layers of digital experience.

“Brands will need to develop strategies that drive commerce to own-brand sites that advocate authenticity, as well as challenge big marketplaces that have yet to provide clear supply chain transparency,” added Kwek.

Beauty Eco-lution: As consumers emerge from COVID-19 confinement, they will re-evaluate priorities with eco-ethical considerations driving more purchases.

As many consumers will continue shopping local with less focus on price, collaborating with and supporting local businesses will be an important long-term strategy.

“The next evolution of ‘clean’ will be created by marrying ethics with safety to cater to the conscious and careful beauty consumer focused on avoiding undue risk inside and outside the box,” concluded Sharon Kwek.