In a future where the line between human and technological device blurs, water becomes a protected resource, energy concerns ring true and natural ingredients take centre stage; beauty brands must innovate to stay relevant.
The rise in popularity of wearable technology has particularly given consumers unprecedented insight into the inner workings of their own body as devices put consumers in greater control of their individual health and beauty needs.
The latest Mintel research shows that 18 per cent of Chinese consumers own a wearable device, while nearly half (48%) of UK sun care users would be interested in an app that can be used to track changes in their skin or moles.
“Wearables will increasingly become part of the body, from micro patches that monitor skin condition to ingestibles that send information to connected devices from the stomach, tracking the movement and efficacy of beauty supplements,” says Vivienne Rudd, Director of Insight, Beauty and Personal Care at Mintel.
"However, as new technology enables consumers to track the impact of beauty products, brands will be under greater pressure to prove efficacy," she adds.
Water: The new luxury
The market researcher also reports that water is set to become a precious commodity as consumption outstrips supply and beauty brands will need to change how they manufacture and formulate products to limit their dependence on water.
As consumers cut back their usage they expect brands to do the same, and some are already taking notice. Where water was once an essential part of some beauty regimes, new environmental formulations require little or no extra water in order to function.
“The key to beauty brands’ success lies in younger consumers’ adoption of these innovative measures. They must appeal to their youthful idealism, passion and desire to change the world with products that clearly state how they are addressing the issue of water shortages,” Vivienne continued.
The saying goes, ‘it’s what’s on the inside that counts’, and there is no better way of knowing the ingredients of a product than preparing it yourself. Beauty products are coming out from the shadows of laboratories and into the spotlight of consumers’ kitchen counters.
Attitudinal changes toward natural ingredients have acted as a catalyst in the rise of ‘kitchen beauty’ – products that can be made at the kitchen table, but still reflect the latest beauty styles – and is driven by a desire for consumers to feel in control of their beauty products.
Looking at the decade ahead, Rudd says we’ll see brands borrow inspiration from the meal kits developed by food companies, propelling the subscription beauty box model to the next level.
As well as beauty brands partnering with homewares brands to create kitchen devices and storage products that have beauty brand approval.
"With the ever growing interest in pursuing more natural lifestyles, consumers will find themselves getting involved in the creation process to ensure their beauty and personal care products are more transparent,” Vivienne concludes.