Shaping the future of beauty world

Based on what I have observed from global exhibitions, such as Luxepack Monaco, Cosmetic 360 and Cosmoprof Asia Hong Kong as well as my participation in French retail tour, below drivers are the most significant ones that will shape the beauty industry in the next decade.

Consumers will take a broader view of humanity while seeking the balance between science and nature. Thanks to the development of smart beauty devices and the combination of vegan trend and lab-grown products, consumers tend to be more comfortable with biotechnology. Of note, clean beauty continues to evolve as consumers conduct more in-depth research than ever before when making choices. Transparent information plays essential role through the product life cycle.

What to Expect

Waste-free claims will be the features of new product development.

• Beauty products that integrates internet of things seamlessly fit in consumers’ lives and gradually alters their behaviors.
• Mental and physical wellbeing must be taken care of at the same time. Beauty products need to enhance emotional life rather than merely changing appearances.
• It is anticipated that clean beauty will take the lead and dominate the beauty world. Transparent and eco-ethical missions will be the center of marketing tactics.
• As consumers’ emotional demand grows, a whole new invention that measures consumers’ preferences gives beauty brands the strongest support prior to product launch and pricing.

Pioneers

• British-based skincare brand Haeckels’ newly released bio-contributing packaging for its candles, Mixology haircare and skincare sets, made from Mycelium, not only 100% biodegradable but also provides nutrition to the planet when it breaks down.
• One of 2019 Cosmopack Award winners, SinoMach Technologies Limited, also known as the leading supplier of freeze-dried technology, has reached the end goal of precision skincare by introducing Non-Uniform Partition Face Mask. With the app developed by their German partners, this product will give consumers completely customized facial treatment.
• Lab-grown products will become “new organic” ones. Aderans and Japanese biomaterial company Spiber will collectively develop artificial hair that is made of 100% protein. It can be styled, permed and colored, without easily breaking.
• French second largest retailer, Carrefour, opened its first clean beauty store, Sources, in October 2019. Transparency about the product compositions is the key to its concept, featuring over 75 controversial ingredients have been excluded from the shelves.

Digital connection strengthens the accuracy of biometric data but more and more consumers incline to be disconnected. It is vital for brands to truly understand their target audience by resonating with them through their lifestyle. Instead of totally following the leader, consumers will more likely pick and choose common elements from communities, shaping into cult cultures.

What to expect

• In order to better understand customers, brands will even more reply on psychographics.
• As consumers are getting tired of being manipulated by online communications, it is time for brands to take back the responsibility about what they showcase.
• Another way to embrace sustainability is to simplify skincare routine, leading to the fact that more and more multi-functional products have emerged.
• Consumers start to use a minimal approach, investing in high quality and high performance products, in order to get rid of the problems, such as over-purchasing and clutter, resulted from fast beauty.

Pioneers

• Monthly perfume subscription brand Scentbird analyze its users’ preferences based on their genders. They have found 13 overlapped notes, and according to such, they have created four unisex fragrances.
• Aroma-Zone, French front runner of DIY cosmetics, provides 1,800 natural ingredients, and customers have firsthand experience of making their own beauty products at their in-store workshops.
• Korean skincare brand When launched its men’s care series, Superwhen, in August 2019, and its signature product, All-in-one Speedster, combines the functions of lotion, serum and cream.
• The Invisible Airy Patch is the latest product made by Korean-based biotechnology company, Coreana Bio Co., Ltd. It reproduces skin barrier with extra cellular matrix and skin bio ink, consisting of ceramide, collagen and hyaluronic acid. The ultra-fine nano-sheet provides not only air permeability but also excellent flexibility so that it can attach on the skin for a long time as if it were the original skin.

Preparing for the future is not an easy task. As all kinds of information are becoming much more transparent and easy to access, with the support of modern technology, we are able to equip ourselves with professional knowledge and powerful tools. What I like about the future is its uncertainty. The more unpredictable it is, the more chances there will be. Since consumers are the ones behind the wheels, let’s fasten our seat belts and go through an adventure with them.