Why 'less is more’ in beauty in 2017 and beyond

Published: 5-Apr-2017

Euromonitor predicts what’s next for the global cosmetics and personal care industry at this year's in-cosmetics Global event held in London

On Day 1 of the in-cosmetics Global show held in London from 4-6 April, Euromonitor International outlined the key trends predicted to shape the beauty industry in 2017 and beyond.

On a global level, Euromonitor predicts that the ‘less is more’ trend will dominate, with a healthy lifestyle redefining consumer values and priorities.

As a result, healthy living, green living, premiumisation, enhanced experiences and hyper-connectivity are all forecast as key drivers in the consumer psyche.

In the cosmetics sphere, a holistic approach to beauty is forecast to bring new cross-industry dimensions with clean labelling, therapeutic and derma cosmetics, athleisure, probiotics and personal care devices all predicted to gain traction.


Why 'less is more’  in beauty in 2017 and beyond

Taking it slow

Euromonitor also predicts a slow-down in the use of cosmetics for aesthetic reasons, with lifestyle motivating beauty purchasing instead.

As a result of the ‘less is more’ trend, it is predicted that true value and personalisation will become increasingly important for beauty brands.

Euromonitor singled out Clinique’s recent Blend It Yourself (BIY) launch as an example of this, as well as LOLI Beauty’s Blend it Yourself beauty box, and IOMA’s hi-tech personalised skin care offering.

Clinique's BIY product launched earlier this year and gives the consumer the power to transform their favorite moisturizer into a BB, CC or fuller-coverage foundation using the brand's Pigment Drops.

Euromonitor also predicts that digital innovations and devices such as smart mirrors and in-store tech will feed into this trend.

Premium outstrips mass

As consumers seek healthier and ‘greener’ lifestyles, backed up by more authentic experiences such as the DIY trend, Euromonitor also predicts a boom in demand for premium products.

The global spend on premium beauty and personal care is forecast to reach US$127bn by 2021, up 19%.

On the flip side, the mass beauty segment is forecast to decrease across many major cosmetics regions including North America, Australasia, Asia Pacific, MEA, Western Europe, Eastern Europe and Latin America.



Why 'less is more’  in beauty in 2017 and beyond

Irina Barbalova, Global Lead, beauty and personal care research at Euromonitor International, said: “We have seen some interesting trends develop over the course of 2016 and expect to see more cross-industry movements to provide further opportunities in the future.

“The apparel, food and drink, consumer health and electronics sectors are all inspiring innovation in beauty.”

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