With the new year fast approaching, both consumers and brands are predicting the next big beauty trends – and market research company Mintel has leant a helping hand.
Here are Mintel’s four global beauty trends of 2018:
1. Playing mother nature
According to the insight company, brands will become more local in terms of sourcing ingredients and communications will educate consumers about the importance of preserving resources.
However, that doesn’t mean tech-focused beauty will disappear as Mintel argues that science could replace the harvest of natural ingredients in a bid to strengthen the idea of local pride.
Vivienne Rudd, Director of Global Innovation and Insight, Beauty at Mintel, said: “In the coming year and beyond, the beauty industry will navigate the conflicting demands of the naturals-hungry consumer with shrinking natural resources and it will be through harnessing biotech advantages that a new generation of enhanced natural products is created.”
2. My beauty, my rules
Customisation was already a major buzzword in 2017 and this is only going to continue.
Next year consumers are going to see more inclusivity from brands, and product personalisation, as beauty fans continue to shun outdated labels, in terms of body image and gender.
“Personalisation is set to reach new heights as brands strive to embrace total inclusivity,” Rudd added.
3. Campaign capital
When it comes to marketing, brands are encouraged to pursue authentic, sincere messaging and impress consumers by showcasing relatable ads.
In 2018, brands should appeal to millennial and Gen Z consumers by placing environmental and ethical issues at the forefront of branding.
Rudd said: “When it comes to ethics, it will be imperative for brands to have a personality that is genuine and a viewpoint that clearly communicates their positioning.”
From now on, it will be imperative for brands to try and shun any cold or typical corporate imagery by proving they are willing to give back to society.
4. Private eye
It’s common knowledge that most brands are placing digital at the heart of everything they do, but this is going to get more personal in 2018.
Next year, consumers should expect developments in technology that will interpret their facial expressions and eye movements to determine their product preferences.
In the following years, this is only going to be pushed further as commercial use of biometric data is set to extend beyond eye tracking, as heart rate, body language, and speech – to become increasingly important for a more complete assessment of consumer preference.
Quite simply, the days of social media being purely social are long gone.
