Last April, in-cosmetics Global moved to Amsterdam with a packed Marketing Trends programme of presentations covering the latest global trends, data and insights. For the first time, there was a complete day dedicated to key regional trends in Europe, North America, Latin America, Asia and Africa and the Middle East, bringing together insights into local and regional markets and consumer preferences and their impact on global beauty. The programme covered the latest thinking and analysis on themes such as the anti-pollution and probiotic trends in skincare, how “athleisure” is blurring the boundaries in fashion, fitness and beauty, a focus on how beauty brands are turning their attention to healthy ageing and an investigation into the reasons that men are not as engaged as women when it comes to beauty products. COSSMA’s Angelika Meiss, also moderated a round table discussion about indie brands, with representatives from Mallée, Soap & Co. and Dew Gibbons.
Healthy living and the new face of healthy ageing
Opening up the Marketing Trends presentations was Kseniia Galenystsk, senior analyst beauty and fashion, Euromonitor International, who discussed the challenges and opportunities presented by a growing ageing population. In particular, how the pursuit of healthier lifestyles is transforming stereotypes about ageing across all demographics. Galenytska investigated how a holistic approach, inclusive of lifestyle, physical form, mental wellbeing and nutrition is providing opportunities for companies to convert challenges into lucrative business prospects. To do this, she said, will require intuitive products and sensitive marketing to engage consumers of all ages, including the age-agnostic or so-called ageless generation.
Lia Neophytou, associate analyst, GlobalData, considered another aspect of changing lifestyles in the evolving perception of working out as an activity to be enjoyed rather than a chore. Athleisure, which blurs the boundaries in fashion, fitness and beauty, is revolutionising the way consumers view beauty products. This presentation explored the consumer behaviours shaping this trend and highlighted innovation opportunities for beauty brands to align their products with the needs of the active consumer.
Product category focus
Hair health was the focus of associate analyst, GlobalData, Iliyana Mesheva’s presentation on the latest trends and consumer preferences shaping the highly dynamic haircare landscape. Consumers now place as much importance on hair health as they do on skin health and are interested in more complex and sophisticated product and routines. This trend is creating new opportunities for elaborate multi-step and skincare inspired offerings.
Colour cosmetics is one of the quickest movers in terms of innovation and the most demanding in terms of changing fashions and consumer needs. Charlotte Libby, senior beauty analyst, Mintel, presented the latest emerging trends and micro trends in colour cosmetics today, as well at the latest technology advancements that are set to change the industry. Libby also gave advice on how to take advantage of the evolving vlogging scene to ensure colour cosmetics brands always stand out from the crowd.
Euromonitor’s senior ingredients analyst, Maria Coronado Robles, examined anti-pollution and probiotic ingredients and claims in skincare. Growing understanding of the dangers of pollution in urban environments and a rise in related skin conditions, is fuelling awareness about holistic health and wellbeing. Coronado Robles identified skincare products that boost the body’s own defences and help people feel more connected to nature.
Madelyn Postman, director and co-owner, Grain Creative, gave a visually rich presentation on the brand opportunities, trends and pitfalls in baby, toddler and children’s toiletries. She painted the current landscape for baby and children’s toiletries, disclosed how brands can enter this space, including the benefits in doing so. She finished by discussing where the future opportunities lie for this market, including future projections for growth.
Kim-Davy Hoeu, director, KDH Concepts presented on the trends and importance of fragrance in cosmetic formulations.
At a time that male grooming consumer stereotypes are being challenged, Louise Barfield, head of marketing, Two by Two, asked whether the beauty industry is doing enough to engage men. In her presentation, she looked at the behaviours and attitudes that underpin the emerging trends in male grooming and how they are opening up new opportunities for brands. In a challenge to men’s grooming brands, she asked whether the industry can develop more compelling and relevant strategies for male consumers of all ages.
A social media strategy for a beauty launch
Sean Singleton, managing director, Your Favourite Story, focused on the key factors necessary when using social media for a new campaign or product launch. Singleton believes that when it comes to best practice for launching a product or campaign, the beauty industry has got the right look and feel. He gave examples from “Benibabe” Benefit Cosmetis to poptastic Lime Crime to illustrate how beauty brands use their social media channels as a palette to showcase their universe and reach their hardcore fans online. His essential tips for a successful launch covered everything from tone of voice to influencer marketing.
Accessing the Chinese market
According to Helen Miller, founder, Helen Miller Consulting Ltd, many small and medium sized beauty brands are unaware of the new rules for cross-border e-commerce with China that means they can enjoy sales growth without prohibitive regulatory issues. Miller’s presentation gave attendees insight into the size of the China opportunity and an understanding of the commercial rules for personal import/small packaging purchase of foreign goods, and much more.
Disruptive DIY Beauty
According to Jo Chidley, “flounder”, Beauty Kitchen, DIY Beauty is making a comeback in response to the global mega trends of craft, personalisation and sustainability, but she also questioned whether the trend continues to be niche and irrelevant tinkering, or if it is set to change the beauty industry. Her presentation provided the key trends in the global DIY beauty market, including a view on how it will develop in the future.
Future focus on new beauty behaviours
Mariel Brown, director of Futures, Seymourpowell, took a deep dive into two beauty themes for 2020: Own It and Create It, showing how consumers’ beauty inspirations and behaviours are shifting through direct insights with early adopters. Brown examined the way consumers are reclaiming, exploring and enhancing their identity and showed the opportunities and pitfalls they will create for beauty brands in the future.
Round table discussions
While indie beauty brands are assumed to be more creative and innovative than global players, does this hold true for the countless number of new brands flooding the market? Angelika Meiss led this discussion to investigate the challenges and opportunities involved in developing a successful indie brand.
Amarjit Sahota, president, Ecovia Intelligence, brought together an expert panel to provide a trends update and future projections on the natural cosmetics market.
Spotlight on region beauty trends
Mintel’s presentation focused on beauty trends in the European market. Vivienne Rudd, director of innovation & insight, beauty & personal care and Andrew McDougall, global haircare analyst, shared insights into how consumers are demanding products tailored to their personal behaviour and tastes, as well as examined why beauty brands must be authentic and have purpose in their marketing campaigns and consumer engagement etc.
Nikola Matic, director (chemicals & materials), Kline & Company, gave an overview of the ingredients market in North America and compared trends with Europe. He explored key trends and drivers as well as the competitive landscape.
The MEA region was covered by Stephane Le Moullec, managing director, and Megan Powell, consultant, Butterfly London. They uncovered key consumer insights, beauty rituals, new product launches, retail channels and beauty social influencers as well as explored the diversity of behaviours in the region. In addition, they shared specific examples of social media campaigns and new packaging formats.
The visionary social cultural and beauty trends in Latin America over the next 2-3 years was unveiled by Emma Fric, head of research & future insight, PeclersParis. She discussed how these will impact the beauty business and shape consumer demand.
The final session was a roundtable discussion from the Cosmetics Design team who discuss trends and issues from each of the regions. The panel included Simon Pitman, senior editor, Cosmetics Design Asia, Lucy Whitehouse, editor Cosmetics Design Europe and Deanna Utroske, editor, Cosmetics Design USA who each presented on key trends driving the cosmetics and personal care market and focused on the similarities and differences in the Americas, Asia Pacific and European markets.
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.