GLOBAL TRENDS 2018 - Cosmetic Innovation
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GLOBAL TRENDS 2018
EDITOR’S NOTE
round the world, All of the trends are supported by evidence
echoed in markets gathered from Mintel’s proprietary consumer
from New York to research, innovative developments observed
Seoul, the beauty by Mintel’s global team of trend spotters,
and personal care and international beauty and personal care
industry will products collected in Mintel Global New
experience a Products Database (GNPD).
fundamental
shift in 2018. The term ‘natural’ will expand to We look forward to exploring the potential
include locally-sourced and technologically- these trends present for your business.
enhanced ingredients, products, and services Best wishes for the year ahead.
as brands look to overcome environmental
challenges. Consumers will demand Mintel's Global Beauty &
personalised beauty defined on their individual Personal Care Analyst Team
terms, and brands will embrace inclusivity
by looking beyond age, gender, sexuality,
and body type. Brand persona will become
paramount as more consumers expect to see
their values reflected in the products they
buy and the companies they support. Finally,
digital technology will drive unprecedented
customisation of the shopping experience.
Welcome to Mintel’s Global Beauty & Personal
Care Trends for 2018. The predictions outlined
in the pages that follow are the result of
collaboration between Mintel’s global team of
expert category analysts, spanning every major
market around the world. This led to
the identification of four key trends,
which reflect overarching consumer
themes of trust, transparency,
ethics, sustainability, individuality,
and speed.
CONTENTS
06 Playing Mother Nature
The concept of natural beauty ingredients
is expanding in an ever-changing world;
brands will give Mother Nature a helping
hand by encompassing local approaches and
developments in biotechnology.
12 My Beauty, My Rules
Brands will stop targeting consumers based on
their age, gender, or body type as consumers
increasingly demand personalised beauty
defined on their terms.
18 Campaign Capital
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.
24 Private Eye
Digital technology will follow consumers
everywhere, influencing their product purchases
and helping them to navigate the complexities of
the beauty aisle.
PLAYING
MOTHER
NATURE
The concept of natural beauty ingredients is
expanding in an ever-changing world; brands will give
Mother Nature a helping hand by encompassing local
approaches and developments in biotechnology.
WHAT’S HAPPENING IN 2018?
ith evolving consumer consumers to protect and preserve
demands and climatic resources within their surrounding
changes around the environment. In order to meet
world, the beauty and consumers’ growing demands for
personal care industry’s approach to pure and efficacious products,
natural and sustainable ingredients a dependence on science and
must adapt. A move to become technology will be essential for the
more ‘local’ in terms of ingredient future of ‘natural’ beauty products.
sources will create opportunities for
06 07
WHY CONSUMERS Consumers
WILL BUY INTO THIS green-light natural
products
45%
of female facial skincare
onsumers today are doing users in China plan to
33%
more research and reading use products made with
up on the products and natural herbs/plant
services they buy more than ingredients more often
of Italian consumers who
29%
ever before; as a result, they are more to improve their skin
in tune with related developments in purchase colour cosmetics
science and technology. Smartphone choose natural products
apps can provide consumers with of Australian consumers
insights into the safety of products look for locally made/
and the source of ingredients, and grown products or
certifications are on the rise. services* when shopping
for everyday items
(*eg groceries, toiletries, clothes)
While naturals continue to be popular
with a growing number of beauty
50%
consumers, many are choosing to ‘get
back to basics’ by shopping small,
buying locally-sourced, locally-produced,
and small-batch products, and by ‘being of UK consumers who Base: 1,622 UK internet users aged
green’, which is now not only trendy, but buy beauty products look 16+ who purchase beauty products;
for products made with
25%
for many, a lifestyle choice. These efforts 1,350 Chinese women who use facial
skincare products; 1,016 Italian
appeal to those who want products that natural ingredients
female internet users aged 16+ who
reflect who they are and where they live, purchase colour cosmetics; 1,407
and that instill a sense of pride of German consumers who metro Australian internet users
and guardianship for ingredient purchase natural/organic aged 18+; 1,264 German internet
sourcing and production, as well personal care products do users aged 16+ who typically use
as manufacturing processes. so because they believe natural and organic beauty and
they are better for the personal care products
environment
Source: Beauty Retailing UK 2017;
Facial Skincare China 2016; APAC
Metro Consumer Study; European
Consumer Research 2017
08 09
TRENDS IN ACTION OUTLOOK
FOR 2020
Maysu uses a special AJALI Handmade YAROK HAIRCARE, Detox Me
‘space ginseng Naturals creates 100% an organic, sustainable he possibilities
regeneration’ technology natural beauty products haircare brand, mixes for creating safe,
to improve the natural crafted in Nigeria. The aromatherapy-based allergen-free, pure,
ginseng ingredient. brand boasts a strong products in front of and efficacious
According to the Chinese moral ethos, encourages customers at its 100% ingredients through science
brand, the extreme fair trade, uses ingredients vegan treatment bar in could one day replace
environment of space that are indigenous to New York City. Founder the harvesting of natural
speeds up the ageing West Africa (eg unrefined Mordechai Alvow claims ingredients, particularly as we
process of human skin, cocoa butter, virgin coconut that all ingredients “have see increasing climate change
so the brand mimics these oil), partners with local been tested for results Smartphone and many ecosystems suffering
conditions to ‘grow’ a farms, and encourages but also kindness to your app Detox a loss in biodiversity. With these
more powerful version consumers to embrace senses and the earth”. Me ‘empowers environmental challenges,
of ginseng. and accept themselves for consumers to local sourcing and production
who they are. eliminate toxic chemicals of ingredients will become
m.n
g from their daily lives’ by essential in 2018 and beyond,
li.co
aja offering easy, research- Covestro, a global strengthening the idea of local
based tips on how to polymer manufacturer, pride—not just with brands
reduce exposure to has developed a and manufacturers, but with
potentially harmful process to produce consumers too. A resurgence
AJALI chemicals. The high-quality plastics of local wisdom in the coming
Handmade app also tracks from environmental year will help to address the
Naturals users’ progress. CO2, thus reducing challenges created by a lack
reliance on petroleum for of biodiversity.
manufacturing.
From ingredients to packaging
to branding, over the next three
years, brands will be challenged
mordechaialv to focus on safety and purity,
o
to clearly communicate
w
.co
m
product benefits, and to turn to
YAROK technology in order to take a
local and ethical stance.
10 11
MY
BEAUTY,
MY RULES
Brands will stop targeting consumers
based on their age, gender, or body type as
consumers increasingly demand personalised
beauty defined on their terms.
WHAT’S HAPPENING IN 2018?
eauty is defined and beings into a demographic or
redefined on a daily by using labels based on just
basis by consumers’ one aspect of them. Consumers
age, gender, sexuality, skin/ want products that fit their own
hair/body types, and so on. personal routines and meet their
This means the perception of own sensitivities. The beauty
what beauty is needs to be consumer is more than just a
reset. Brands should focus on part of a demographic, a
people’s behaviour instead of generation, or a gender—they
simplifying complex human are an individual.
12 13
WHY CONSUMERS
75%
of French female
WILL BUY INTO THIS
Beauty consumers say feeling n the past, different. They want
comes in all comfortable is better brands had sole their individual needs
than looking perfect
shapes and sizes control over what
defines beauty;
to be answered
with options or
however, perceptions customisable beauty.
of beauty based on
age, gender, skin, As consumers
hair, and body type continue to express
are changing, and their individuality,
control has shifted. they are being
Now, the consumer drawn to new indie
62%
of Canadian consumers
dictates what beauty
is to the brand. An
influx of information
brands offering
fresh perspectives
and unique benefits
aged 18-34 agree it’s OK online has educated that big brands
for people to experiment
33%
consumers and they can’t fulfill. Being
with gender believe they know independent means
their skin/hair/body the brand can keep
of Brazilian Millennials best and appreciate its individuality.
aged 19-35 say they that everyone is
31%
of Chinese consumers
would like to see more
adverts featuring people
with a wider range of
aged 20-49 say that the body types
word ‘individuality’
40%
Base: 1,032 French female internet users aged
defines luxury 16+; 744 Canadian internet users aged 18-34; 950
US female internet users aged 18+ who use colour
of US make-up users cosmetics; 1,500 Brazilian internet users aged 16+;
3,000 Chinese internet users aged 20-49
aged 25-34 are frustrated
by products that don’t
Source: European Consumer Research 2017;
match their skin tone Marketing to Millennials Canada 2017; Colour
Cosmetics US 2016; Luxury Retailing China 2016;
Marketing to Millennials Brazil 2017
14 15
o7
a
/n
di
TRENDS IN ACTION
om
pe
ts.c
i
oj
Em
Toun28, a South Korean Olympic fencer
b oo
beauty startup, creates Monica Aksamit
personalised, natural is the star of a
skincare subscriptions. campaign from
Facebook
These chemical-free, UK cosmetics
bespoke products are brand
created based on facial No7, which
analysis, with one product promotes
Park Makrae, a 70-year-old Singer/ being created for each the power of
known as Korea Grandma, songwriter turned different part of the face. One cosmetics and
hit YouTube with her cheeky, entrepreneur batch lasts 28 days; each how make-up
bubbly videos that showcase Robyn “Rihanna” subsequent batch is made makes you feel,
her beauty, fashion, and Fenty launched Fenty based on Toun28’s rather than look.
lifestyle tips. Park may not be Beauty to fill a void in the algorithm, which predicts The advert aims to
the most conventional beauty industry for products that the user’s needs. champion the true role
icon, but she redefines perform across all skin types of make-up in women’s
beauty and ageing. and tones. She launched Facebook lives—the internal power and
No7
fentybea the global make-up line added 125 new emojis to energy that women have
ut y I
nsta
gra focusing on a wide range of its platform in April 2017, when they feel in control of
m
traditionally hard-to-match including families with their own beauty.
skin tones, creating different-coloured skin tones.
formulas that work The previous emojis all had
for all skin types, a default yellow skintone, OUTLOOK FOR 2020
and pinpointing which only resembled lighter
universal skin colours.
shades. he ever-evolving perception consumer that beauty choices are theirs
of beauty will see the removal to be made, and theirs alone. The time
of labels that are based on has come to celebrate individualism in all
simple characteristics like age its beauty.
and gender, and will transform the way
we look at our skin, hair, and body types. Over the next three years, fast-changing
This will cause brands in the coming consumer behaviours will require
Fenty
years to embrace inclusivity and address brands to redefine how they segment
Beauty
individual beauty concerns, which consumers, to become all-inclusive in
will result in more customisation and their approach, and to elevate every
personalisation of products—assuring the opportunity for customisation.
17
CAMPAIGN
CAPITAL
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.
WHAT’S HAPPENING IN 2018?
onsumers have campaigns need to align with
never had so consumers' own beliefs and
much information values, so people feel like
at their fingertips, they are buying an attitude
which has gifted them with and lifestyle, and not just
more power when purchasing a product. Although some
products. The onus is now on beauty companies have
brands to impress consumers championed worthy causes
with a human-like personality for many years, it has now
that's relatable, personable, become an essential element
and sincere. Brand marketing of branding.
18 19Shoppers 34%
of French consumers
prefer brands trust smaller businesses
that earn
honest
37%
of UK consumers
more than large
corporations
money consider whether or
not a product is tested
on animals when
shopping
27%
of Indonesian consumers
say they prefer products
that maintain fair
56%
trade regulation
of US consumers have
stopped buying products
from a brand/retailer if
they believe they are
unethical
WHY CONSUMERS WILL BUY INTO THIS
29%
any consumers now give something back to the world.
care about the value a Younger generations in particular
brand and product can don't like labels and increasingly
Base: 2,000 US internet users aged 18+; 2,000 UK internet of Brazilians prefer to buy offer them as much strive to live in a society that's
users aged 16+; 1,000 French internet users aged 16+; 1,463 from companies with as the quality of the product itself. free of 'isms'. When purchasing
Brazilian internet users aged 16+; 1,192 metro Indonesian
sustainable practices Terms like 'cruelty-free' have become products, they want to be sure their
internet users aged 18+
branding buzzwords and there's now brand choices are aligned with their
Source: The Ethical Consumer US 2015; The Ethical Brand an expectation for corporations to personal values.
UK 2016; European Consumer Research 2017; Sustainable
Lifestyles Brazil 2016; APAC Metro Consumer Study 2017
20 21OUTLOOK
TRENDS IN ACTION FOR 2020
SK II
eauty companies
After seeing cancer patients will develop a
m
lose their natural eyelashes ‘face’ and clear
.co
- ii
due to chemotherapy, ‘personality’, while
sk
Thrive Causemetics more consumers will demand
founder Karissa Bodnar Promoting messages of to be able to talk to brands in
developed a ‘clean beauty’ female empowerment, the same way they talk to their
line of false eyelashes and SK-II: Marriage Market Sephora launched In Malaysia, Laneige’s friends. As a result, consumers
cosmetics. For every sale Takeover is part of SK- Honest its global Accelerate Waterful Sharing will expect instant responses
the Los Angeles, California- II’s global #changedestiny Company uses some programme to establish campaign —which provides to their needs and queries,
based company makes, campaign, which encourages of its proceeds to fund a community of female underprivileged communities inevitably altering corporate
they donate one additional women to ‘change their educational programmes entrepreneurs in the beauty with access to a continuous structures and causing
product to a woman who has DNA’ and take control of like US-based Code.org, industry. Programmes like supply of clean water—went marketing roles to evolve and
cancer or is suffering from their future by assuring them a nonprofit organisation this serve as an incubator a step further in 2017 by new roles to be created in order
domestic violence. that they can still be happy dedicated to expanding for indie beauty brands to pledging to raise RM 100,00 to craft and maintain the brand's
without being married. access to computer excite the market and mirror (USD 23,615) from the sales image on social media.
thriv
eca science and increasing an intimate understanding of of its Water Sleeping Mask.
u se
me
ti c participation of women and consumers’ needs. A portion of the proceeds will In 2018 and beyond, there
s. co
m underrepresented minorities. help fund the installment of will be a focus on funding
water filtration systems. educational projects rather than
simply giving money to charity,
and environmental and ethical
Sephora issues will be at the forefront as
Accelerate 2017 Millennials and Generation Z
Bootcamp place greater emphasis on the
Thrive
Causemetics world around them.
It will be imperative for brands
over the next three years
to have a personality that is
genuine, a viewpoint that clearly
communicates their positioning,
and initiatives that go beyond
corporate social responsibility
and truly give back to society.
22 23PRIVATE
EYE
Digital technology will follow consumers
everywhere, influencing their product
purchases and helping them to navigate the
complexities of the beauty aisle.
WHAT’S HAPPENING IN 2018?
igital technology will make This will come at a price for the
shopping more personal beauty industry, however, as
in 2018. Beauty brands consumers recognise the value of
will use consumers’ their biometric data and demand
faces not only as canvases for either privacy or compensation.
their products, but also as a way to
track their likes and dislikes, and Data security will become more
guide them through the shopping important than ever. Across the
experience. Apps will become globe, governments are recognising
digital personal assistants, while the need for greater data protection
voice-based technology will evolve and are taking steps to put legislation
to curate products. Overlying all of in place that compels all businesses
these developments will be the ever- to seek consumer consent, disclose
pervasive social media, converting tracking, and offer consumers the
beauty tourists into beauty shoppers. right to be forgotten.
24 2533%
WHY CONSUMERS
WILL BUY INTO THIS
ith so many products on
of Spanish consumers
who view beauty content
45%
of Thai consumers
on social media would
the shelves, time-pressed compare prices at
be interested in buying
other stores while
consumers want a more
intuitive shopping experience.
Beauty is in products directly through
shopping in-person
social channels
the eye of the
30%
New technology can interpret consumers’
facial expressions and eye movements to
determine their product preferences and offer
smartphone
help, both in-store and online. holder of UK fashion buyers
are interested in digital
Consumers who want personalised and screens to search
customisable beauty will respond positively for product information
to health/beauty apps acting as digital in-store
shopping assistants. These apps and devices
will use consumers’ biometric data to create
a real-time set of recommendations to make
product discovery faster and more personal.
Shoppable social media posts convert
inspiration to information, allowing
consumers to seamlessly transition between
67%
of US iGeneration beauty
creative imagery, product education, buyers aged 18-22 prefer
and purchases, adding another layer of to search for product
consumer convenience. information in store on
their mobile device than
Base: 1,743 US internet users aged 18+ who have purchased
ask a sales associate
35%
beauty products; Chinese internet users aged 20-49 who have
purchased beauty/personal care products; 1,307 UK internet
users aged 16+ who have bought clothes, footwear and/or
fashion accessories in-store; 455 Spanish internet users aged 16+
of Chinese beauty buyers
who have seen beauty-related content on social media; 1,142
aged 20-49 are interested metro Thai internet users aged 18+ who own a smartphone
in trying a mobile app that
can recommend beauty Source: Beauty Retailing US 2017; Beauty Retailing China 2017;
products based on Fashion Technology & Innovation UK 2017; European Consumer
their needs Research 2017; APAC Metro Consumer Study 2017
26 27TRENDS IN ACTION Kanebo Smile
Connect app
VAQSO VR is a small Lightwave found a way Smashbox has worked Japanese skincare brand Sephora and Ulta are among
device that attaches to the to channel emotion to create with ModiFace to trial new Kanebo launched the Smile the 20 retail brands selected to
bottom of any virtual reality living artwork. In June 2017, technology that tracks Connect app, which gathers pilot Instagram’s shoppable
(VR) headset, and emits they partnered with Mountain consumers’ eye movements data from a skin moisture platform. When the user
realistic scents synced Dew and turned biometric to improve conversion rates. sensor to order to measure taps shoppable posts, the
to the content. Scents so data from skateboarders’ The app allows users to consumers’ skin condition names and prices of the
far include ‘the hair of a wristbands to convert heart go beyond virtually trying on a daily basis, and gives pictured products appear.
beautiful girl’, which hints at rate, skin temperature, on Smashbox make-up; it advice on how to improve Within three clicks the user
the promise for fragrance motion, and galvanic skin follows their eye movements the user’s skincare routine is directed to the brand
companies to create response into a digital art to see what they are most in relation to seasonal website, where the option to
multisensory VR advertising display in Long Beach, interested in, enabling the changes. purchase is available.
and sampling campaigns. California. The colours brand to prompt the user
and shapes changed along to buy or look up
with the skateboarders’ more information. OUTLOOK
physical responses. FOR 2020
he commercial use days of social media being
of biometric data purely social will have long since
will extend beyond passed as companies transform
eye tracking. Heart these online interactions into
Instagram’s
rate, body language, and shopping opportunities.
shoppable
speech will all be important
platform
biometric indicators for a Over the next three years,
more complete assessment holistic approaches to biometric
of consumer preference and data and the blurring of lines
ta personality in 2018 and beyond. between social media and
ul
b ea
ut Meanwhile, the collection and online retail will encourage
yI
nst
agr
am use of personal data for brand brands to drive unprecedented
benefit will see a backlash from customisation of the shopping
privacy advocates who will experience, giving consumers
VAQSO VR demand that consumers are able more control over where, when,
to learn from and act on their and how their data is used.
own data. Looking ahead, the
28 2930 31
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