Seasonality is becoming a key trend of the beauty market, says...

Seasonality is becoming a key trend of the beauty market, says Mintel

The growth of cosmetic products developed to offer a targeted defence against the effects of specific weather conditions has been considerable over recent years. According to Mintel, over the past three years, seasonal products accounted for as many as 11.1% of all beauty and personal care launches in 2014, up from 9.8% in 2011. What’s more, seasonal facial skincare launches rose from 0.5% of global launches in 2009 to 1.2% in 2014.

Consumers are becoming increasingly aware of - and concerned about - how changes in the environment are affecting the condition of their skin and hair. Already, beauty manufacturers have started to go beyond taking simple seasonal approaches geared to public holidays or gifting occasions and instead are taking on the elements within their product innovation,” explains Jane Henderson, Global President of Mintel’s Beauty and Personal Care Division at Mintel.

Seasonal skin and hair care products

Highlighting a gap in the market, Mintel’s exclusive consumer research reveals the strong global consumer demand for skincare launches that tap into changing seasons. Some four in five (80%) German consumers claim their facial skin needs change throughout the year and almost half (48%) of Chinese female facial skincare users choose products from different brands in different seasons.

A new generation of winter care products offer additional care and hydration for the skin. These tend to target dry or very dry skin and mention cold, dry weather. However, the future will see the arrival of boosters that address cold, damp weather as well as the extremes of dryness,” highlights Vivienne Rudd, Director of Insight, Beauty and Personal Care at Mintel.

Furthermore, there are also strong demands for hair care launches that tap into the seasonality trend, with three in 10 (30%) Brazilian hair care consumers claiming they would pay more for products to protect their hair from sun damage.

The seasonality trend also looks set to shape the future of the personal care market. Currently, nearly half (48%) of US sun care users express interest in gradual tanning body washes and 44% of US women who use soap, bath and shower products look for extra moisturisers in the winter months.

Addressing emotional needs

According to Mintel there is also scope for products that appeal to the altered emotional needs of consumers as the seasons change. “Conditions such as Seasonal Affective Disorder and the Winter Blues are now widely understood by consumers and the time is ripe for innovations that appeal to these ailments as well as products that appeal to people’s optimism during the warm weather,” Vivienne Rudd continues. Indeed, over a third (36%) of UK consumers said they felt less positive during the long, cold winter of 2012/2013 and 23% said the return of warm weather would prompt them to treat themselves to a new look.

In particular, Mintel’s research shows that this could hold real potential for fragrance manufacturers. Today, two-thirds (67%) of US fragrance users would be interested in scents that influence their mood or relieve stress and almost a quarter (23%) would pay more for them.

The seasonal issue will have an impact on global launch programmes. With the seasons arriving in different geographic zones at different times, colour cosmetics brands will have to take a more time-sensitive approach to their seasonal colour stories, while skincare and hair care brands may have to stagger their launch programmes more accurately. Beauty brands will also take cues from localised seasons such as the Monsoon in South East Asia to launch relevant and eye catching products,” concludes Vivienne Rudd.