5 Trends Shaping Beauty and Skincare Industry
Lucia Musau - MBA, MCIPR, MPRSK, MMSK
Chief Executive Officer | Board Member | PR & Communications | Marketing | Luxury Brands Management | Technology | Sustainability
Last week I spent some time in a research finding mission on the beauty and skincare industry, and here are the five trends worth noting:?
Sustainability and Climate Action:?Climate-centred strategies continue to be crucial to long-term resilience and brand reputation. More informed customers are selecting beauty brands based on their environmental impact, ingredients sourcing practices, and environmentally friendly packaging.
Transparency and Innovation:?Transparency, people over profit, and science-backed beauty will continue to be a key combination for beauty brands.
Trust and Efficacy: Does your product do what's it's supposed to do? Consumers more than ever want more, and brands must back the claims with data. Days are gone when brands projected claims not supported by data.
Phygital: beauty players must combine physical and digital for enhanced customer experiences.?
Democratization of personalization:?beauty is no longer one-size-fits-all. Consumers are constantly seeking products suited for their skin types and needs.?
It is worth noting that Luxury Skincare & Fragrance sales in Kenya went up by 30% in 2021 compared to 2019, according to Linton's beauty world, one of Kenya's leading beauty retail players.?
As a customer, what trend matters to you most and why?
Human Resource
2 年Democratization of personalization for me we all have our own uniqueness ??
Multi-entrepreneur, Award Winning Author and writing Consultant (The Self-Publishing Avenue)
2 年Very insightful Lucia. For me sustainability and climate Action as a trend matters to me most as it is one of the most contemporary global concerns as we speak
Digital Marketer | Entrepreneur
2 年Interesting read. I will go with Trust and Efficacy