Cosmetic Market Today: a re-cap of in-cosmetics Marketing Trends

Cosmetic Market Today: a re-cap of in-cosmetics Marketing Trends

This year’s in-cosmetics Global show took place at RAI Amsterdam with a full three day programme of presentations covering the latest global beauty trends, data and insights. For the first time, there was a complete day focused on beauty trends in different regions, including Europe, North America, Latin America, Asia, the Middle East and Africa. The programme also included presentations on key industry issues, such as the anti-pollution/probiotic trend in skincare, the trend for healthy ageing and the opportunities for growth in the men’s grooming market.

Global beauty trends

Mintel’s presentation examined European beauty consumer needs and how they are demanding personlised products, rather than ones targeting traditional demographics. The speakers discussed the need for beauty brands to be authentic and have purpose in their marketing campaigns and consumer engagement.

North American ingredient trends compared with those in Europe was the subject of Kline’s regional presentation which also looked at key drivers for growth in a competitive landscape.

Peclers Paris looked at visionary socio-cultural and beauty trends in Latin America that will influence the beauty industry and shape consumer preferences over the next two to three years.

Information & Inspiration are experts on the Asian beauty market and discussed the reasons for success in the region as well as forthcoming trends. The presentation highlighted trends in Korea, Japan and China and identified different beauty rituals, marketing claims and ideas. The trends for convenience, customisation, healing, sustainability and minimalist approaches to cosmetics was also analysed. The presentation also provided some inspirational and innovative working directions to R&D and Marketing departments to help them stay one step ahead in terms of product development.

Butterfly London are specialists in consumer insights into the MEA region and revealed the diversity of beauty behaviours in the region, including beauty rituals, new product launches, retail channels, and beauty social influencers. The presentation also gave examples of social media campaigns and new packaging formats.

The Cosmetics Design editorial team rounded off the regional presentations with a panel discussion on key beauty trends from around the world. Each editor presented key cosmetics and personal care trends in their region, comparing the similarities and differences in the Americas, Asia Pacific and European markets.

Healthy lifestyles and beauty

The economic challenge of a growing ageing population was also noted as an opportunity for beauty brands. In her presentation on healthy living, Kseniia Galenystsk, senior analyst beauty and fashion, Euromonitor International discussed how healthier lifestyles are transforming stereotypes about ageing across all demographics. A holistic approach, combining physical and mental wellbeing and nutrition will be the way forward and provide opportunities for companies to develop new products and engage a consumer audience regardless of age, including the so-called ageless generation.

Another aspect of active lifestyles is working out as an activity to be enjoyed rather than endured. Lia Neophytou, associate analyst, GlobalData discussed the Atheleisure trend which blurs the boundaries of fashion, fitness and beauty and is revolutionising the way consumers view beauty products. She looked at consumer behaviours shaping this trend and highlighted innovation opportunities for beauty brands to develop products for active consumers.

Product category trends

Health is also the theme within global haircare, according to Iliyana Mesheva, associate analyst, GlobalData who presented on the latest trends and consumer preferences shaping the dynamic haircare market. She looked into the importance consumers place on hair health and the growing interest in more complex and sophisticated products and routines.

Anti-pollution and probiotic ingredients and claims in skincare were presented by Maria Coronado Robles, senior ingredients analyst, Euromonitor. She identified the latest anti-pollution and probiotic ingredient launches that address the growing number of skin conditions caused by pollution and stressful/unhealthy lifestyles. Consumer research confirms that consumers are looking for products to boost the body’s own defences and help them feel more connected to nature.

The fast moving colour cosmetics market, along with innovation and changes in fashion and consumer needs were analysed by Charlotte Libby, senior beauty analyst, Mintel. She presented the latest emerging trends and micro trends in colour cosmetics today, as well as the latest technology advancements set to change the industry. She also gave recommendations on how to take advantage of the evolving vlogging scene to help brands stand out from the crowd.

Another fast-evolving category is men’s grooming with traditional consumer stereotypes being challenged to create new opportunities. Louise Barfield, head of marketing, Two by Two, drew on research to show the latest behaviours and attitudes driving emerging male grooming trends. Her presentation looked closely at how the beauty industry can develop more compelling and relevant strategies for men of all ages.

Kim-Davy Hoeu, director, KDH Concepts presented on the trends and importance of fragrance in cosmetic formulations.

Baby, toddler and children’s toiletries were the subject of Madelyn Postman, managing director Leidar London’s presentation, who painted the current landscape for baby and children’s toiletries and explained how brands can break into the market, with an assessment of future growth opportunities.

Market trends and developments in the natural cosmetics market were presented by Amarjit Sahota, founder & president, Ecovia Intelligence. He gave data on the fastest-growing regions and how standards and certification schemes are evolving. His presentation also gave predictions for the future health of the category.

How brands can use social media for a successful launch

Sean Singleton, managing director, Your Favourite Story, believes that the beauty industry is ideally placed to use social media for product launches and campaigns as it has the right look, feel and touch. His presentation focused on the key factors necessary to succeed and opportunities for reaching and resonating with an audience. His essential tips for a successful launch covered everything from tone of voice to influencer marketing.

Using consumers to accelerate innovation in beauty

Organisations often struggle with the complexity of information required at each stage of the innovation process and this can considerably slow attempts to get products to market. Paula Cardoso, head of innovation acceleration, Bloomoon, discussed how companies can approach their consumers in a new way by including them at each key stage of the project, so they act as collaborators in product development.

Accessing the Chinese beauty market

Helen Miller, founder, Helen Miller Consulting Ltd discussed the opportunities for small and medium sized brands to break into the Chinese beauty market. Many companies are unaware of the new rules for cross-border e-commerce with China enabling to enjoy sales growth without prohibitive regulatory issues. This presentation provided information on the size of the China opportunity and insight into the commercial rules for personal import/small package purchase of foreign goods, and much more.

Opportunities for DIY beauty

DIY beauty is on the rise as a result of the global mega trends of craft, personalisation and sustainability. Joy Chidley, founder, Beauty Kitchen, examined the trend and asked whether it will continue to be niche or irrelevant tinkering – could it even change the beauty industry? She presented the latest trends in the global DIY beauty market including projections for growth in a saturated marketplace.

Panel discussion on indie brands

With so many indie brands flooding the market, it is harder to achieve success, however creative and innovative they may be. Angelika Meiss, editor, COSSMA magazine, led a panel of expert speakers from the world of indie brands to investigate the challenges and opportunities involved in developing a successful indie brand.

Future beauty in 2019/20

Beautystream’s presentation took two stories from spring/summer 2019 to illustrate why the beauty industry will be at a crossroads. Michael Nolte, creative director, Beautystream, showed how brands can leverage these findings into successful ingredients and products for the beauty market.

Mariel Brown, director of Futures, Seymourpowell, also took two themes for beauty in 2010, called Own It and Create It. It showed how consumers’ beauty inspirations and behaviours are shifting through direct insights with early adopters and can be used to predict future opportunities and pitfalls for beauty brands in the future.


For a copy of all the in-cosmetics Global Marketing Trends sessions presented at RAI Amsterdam in April 2018, please visit the in-cosmetics Global website.

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