By Karen Young of The Young Group
In part one of this blog last week, we discussed plant-based products (vs synthetic or animal derived) as a consumer trend that is influencing behavior and driving purchase in multiple categories. In this installment, we will examine a second significant beauty trend that began outside the beauty industry.
Trend Two: Sleep – Critical to Health
More than one third of American adults do not get enough sleep on a regular basis, according to the CDC. It’s now a public health epidemic, with research linking a lack of sleep to a number of problems. Cognitive functions are impaired, so we are more likely to overreact; and emotional intelligence is degraded, so we are more likely to be irritable. There is also research connecting sleep deprivation to mental health problems, depression and weight gain.
The last few years have seen the launch of several new products to help people sleep, including nighttime wearables, sleep trackers, smart pillows and white noise generators. The sleep accessory industry in the US is estimated at US$75B, according to Statista.
The issue is spreading to more industries in the health and wellness space. In May, Equinox, the luxury fitness club (https://www.equinox.com) announced a new “sleep coach” program for its members, as well as a clinical study demonstrating how sleep impacts performance.
Early 2019 will see the launch of Nightfood’s (https://nightfood.com/) line of ice cream that complements the human sleep cycle. Nightfood is betting on sleep health becoming the next big functional food category.
While Estée Lauder’s best-selling Night Repair has been on the market since 1982, the past couple of years have seen a tidal wave of treatment products intended for use at night, during sleep. Many of the entries have been driven by South Korean brands — K-Beauty, which seem to have led the charge.
While the mask market is still relatively small in the US, compared to Asia, it’s growing in double digits as consumers discover the benefits and the Instagramability of the category.
One of the best-known sleep masks is from Glow Recipe (South Korean roots). Watermelon Glow Sleeping Mask checks many boxes: it is naturally inspired, has a great smell, is very playful and Instagram friendly and has many fans who swear to its efficacy.
Looking at consumer trends and drivers in other categories can provide solid direction and prediction for beauty consumer’s behavior. We often become so absorbed and focused on our own game, we forget the consumer is playing in multiple courts and beauty is but one her passions.
Karen Young will be at in-cosmetics Global 2019, presenting “Exploring consumer drivers and influences in non beauty categories – What do they mean for the beauty industry” on Tuesday 2nd of April at 1PM in the Marketing Trends Theatre: www.in-cosmetics.com