Mintel identifies key beauty trends for 2011
Down to Earth trend will address the making and marketing of green beauty
Mintel Beauty Innovation has unveiled the key trend it believes will shape the beauty industry in 2011: Down to Earth. Closely linked with sustainability, Mintel says that Down to Earth will address the practicalities of making and marketing green beauty, such as managing price pressure due to varying supply and demand of natural and organic raw materials and overcoming challenges associated with green chemistry.
The vogue for free-from formulas also looks set to grow throughout 2011. In 2010, Mintel found 13% of skin care, hair care and cosmetics launches to boast paraben-free claims (an increase of 5% since 2008), a higher percentage than those making organic (9%) or all-natural claims (3%).
Mintel Beauty Innovation’s head consultant, Nica Lewis predicts: “2011 will see beauty companies placing increased importance on the environment, focusing on sustainable sourcing with attention to maintaining biodiversity. A renewed emphasis on repackaging to minimise waste will also be a factor.”
Other developments Mintel noted in 2010 include a slight dip in skin care launches in Europe and the US, but a 40% boom in new skin care products in China, as well as a 5% increase in skin care launches with anti-ageing claims globally in comparison to 2009.
“2010 was a year for rebuilding with new skin care product launch activity almost matching pre-recessionary levels,” adds Mintel’s senior beauty analyst Vivienne Rudd. “The past year saw M&A activity resumed too as credit markets eased with consolidation amongst ingredients suppliers and Unilever, Shiseido, L’Oréal, Estée Lauder and Coty all inking deals.”
According to Rudd, the Down to Earth trend will influence brands’ marketing, ushering in stripped back, simplified stories built around plant-based ingredients. “Manufacturers who treat consumers as educated shoppers instead of novices stand to benefit,” she notes.
