“By applying the lens of changing needs, we see a move toward protection and status identity through cosmetics, ” Kantar said in its report.  

On the other hand, Mintel’s Beauty and Personal Care Trends report mentions how beauty has begun to play a vital role in how a person looks as well as how they feel, which allows for a massive increase in freedom of expression when it comes to cosmetics.  

Sixty percent of those surveyed in the United States admitted to caring about using brands and products that align with their values. Aligning along with values also means that brands have had to find a way to make their products inclusive plus customizable to each individual.  

“In elegance, today’s communication and expression are heading toward authenticity without perfection, to layer onto connection, openness and engagement, ” Mintel noted.  

Customizable beauty may sound like the task almost impossible to accomplish, but meeting those needs may include finding new ways to reduce packaging, as sustainability has become a huge trend in the particular space for the last few years.  

Sustainability has been a major push for such brands because Biossance, Caudalie and Youth to The People, among others, which usually have pledged that their product packaging will be more plant-friendly by 2025.  

“Circularity for the attractiveness industry requires more than the existing quantification of goals and metrics; more importantly, it is an invitation with regard to a fundamental shift in business normality and for brands in order to reimagine their own relationships with their suppliers, consumers and even with one another as organizations, ” Mintel stated in the statement.  

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Brands are looking toward consumers to help guide them in the particular next direction, and thanks to social media, maintaining a good almost personal and constant contact with the average shopper is now easier than ever.  

“The differentiating point for manufacturers moving forward lies in putting emotions plus brand community high on the agenda, no longer treating diversity while a marketing ploy but instead recognizing the need for diverse teams and perspectives from customers to design products aimed at the diverse audience right from the start, ” Mintel notes.  

Diversity also has been a huge push regarding leading beauty retailers who have pledged to put more BIPOC brands on their shelves and even launched elegance accelerator programs to assist achieve this goal.  

No matter how you look at it, in 2022 just like trends changed from slicked back hair and minimal makeup to siren and doe eye-inspired looks, brand names needed to find a way to keep up but continue innovating a space these people have inhabited for quite some time.

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