Global Beauty Trends 2018 points to big changes we need to watch out for

The concept of beauty has undergone some of the most radical changes over 2016 and 2017, be it with respect to the use of ingredients in beauty products or with respect to gender. A report by Mintel, Global Beauty Trends 2018 points to some of the big changes we need to watch out for

Natural, local and safe

Naturals are popular but, consumers are also shopping small, buying locally-sourced, locally-produced, and small-batch products

Local sourcing and production of ingredients will become essential in 2018 and beyond, strengthening the idea of local pride—not just with brands and manufacturers, but with consumers too

From ingredients to packaging to branding, over the next three years, brands will be challenged to focus on safety and purity, to clearly communicate product benefits, and to turn to technology to take a local and ethical stance.

More personalisation

The consumer must be viewed as more than just a part of a demographic, a generation, or a gender; brands must focus on people’s behaviour 

Consumers want products that fit their own personal routines and meet their own sensitivities

 

Personality and purpose

The onus is on brands to impress consumers with a human-like personality that’s relatable, personable, and sincere

Brand marketing campaigns need to align with consumers’ own beliefs and values, so people feel like they are buying an attitude and lifestyle, and not just a product

Championing worthy causes is now an essential element of branding

More digital intrusion 

Digital technology will make shopping more personal in 2018

Beauty brands will use consumers’ faces not only as canvases for their products, but also as a way to track their likes and dislikes, and guide them through the shopping experience

Apps will become digital personal assistants, the cost of retaining customers will increase as they begin to recognise the value of their biometric data

Source: Global Beauty Trends 2018, Mintel