The importance of environmental issues, the interest of consumers in broader definitions of beauty - beyond age, gender, and body type - and their search for strong ethical behaviours, and customization opportunities opened by digital technologies, will be the major forces set to influence the beauty and personal care sector worldwide in 2018, according to Mintel.
With evolving consumer demands and climatic changes around the world, the beauty and personal care industry’s approach to natural and sustainable ingredients must adapt. According to Mintel, advances in biotechnologies will help brands to address these challenges. “In the coming year, the possibilities for creating safe, allergen-free, pure, and efficacious ingredients through science could replace the harvesting of natural ingredients,” stresses Sarah Jindal, Senior Innovation and Insights Analyst, Beauty & Personal Care at Mintel.
The move to become more ’local’ will also create opportunities. According to Mintel, local sourcing and production of ingredients will become essential in the years ahead.
“Brands will stop targeting consumers based on their age, gender, or body type as consumers increasingly demand personalized beauty defined on their terms,” states Sarah Jindal.
Perceptions of beauty based on age, gender, skin, hair, and body type are changing as today’s consumers take control of how beauty is defined. “In 2018 and beyond, beauty consumers will demand that their individual needs are answered with options or customizable beauty. Brands will embrace inclusivity and address individual beauty concerns which will result in more customization and personalization of products.”
Brands with personality
“Simply selling a great beauty product will no longer be enough; brands must have personality and purpose that align with consumers’ own beliefs in order to win them over,” explains Sarah Jindal.
The onus is now on brands to impress consumers with a human-like personality that’s relatable, personable, and sincere. According to Mintel, in 2018 and beyond, educational projects, and environmental and ethical issues will be at the forefront.
Digital technology will make shopping more personal in 2018. Beauty brands will be watching consumers’ every move, as digital technology drives unprecedented customization of the shopping experience.
"Mintel predicts that the beauty and personal care market will experience a fundamental shift during 2018,” concludes Sarah Jindal.