Expect to see a shift in power when it comes to this year's beauty influencers, with consumers calling the shots. That's according to Rohan Widdison, CEO at New Laboratories, who says the team has noticed new trends as the beauty industry regains some normalcy.
"Instead of the beauty industry setting the trends which consumers follow, 2022 will see more brands being consciously driven by social awareness and led by consumers."
No more fruit salad. Throwing all the ingredients that you could possibly think of into a product and hope it works and appeals to a wide audience will be stripped back this year.
Portfolio diversification. Beauty brands have realised they need to diversify their portfolios to survive these economic times, with many moving into sustainable home care products which complement or align with their brand.
Brands carving their own niche. Many brands are realising they can't be all things to all people, so instead are finding and carving their own niche.
Pre-teen and tween market. With these markets becoming more educated through their access to media, parents will be increasingly looking to help their children adopt good skincare habits from a young age.
Evidence-based skincare. Consumers are done with fake news and blue sky promises; they want the evidence and want to know what they're getting for their money.
Digitalisation. With artificial intelligence, 3D-printing, augmented reality and DNA analysis, the beauty industry is becoming increasingly technology-driven, delivering personalisation in ways traditional cosmetic counters cannot.
Sustainability. Consumers are expecting more from their brands, including more plastic-free products, refillable packaging, fair and ethical sourcing, and a proactive approach to reducing over consumption.
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