Protective beauty part 2: 2018 will be about instant results, efficacy and textures

Commenting on the hallmarks of what constituted a cutting-edge and forward-thinking product in 2017, Vivienne Rudd, Director of Global Innovation and Insight, Beauty & Personal Care, at Mintel expressed: “A fundamental element behind innovative products is a great story.”​

Creating a narrative​

Most importantly, “consumers want to feel a connection with a brand and its products, which is why indie brands are performing so strongly”.​

These indie brands have a “personal element that gives them the edge over the large, established brands”,​ Rudd relayed.

Making it simple​

Mintel's 2017 Beauty and Personal Care Trend ‘Back to Basic’ stresses this influence, which looks at consumer demands for transparency and simplicity from beauty brands.

However, “a story isn't enough, and innovative products have to create a sense of engagement through intriguing new textures or application methods, and they have to have a reason for being—they have to offer a solution to a real (or not so real) problem”​, Rudd continued.

Making it work​

Selected products that have gained the trust and loyalty of consumers must have earned it. “That means that they have to work, and they have to feel as though they're working straight away,”​ Rudd added.

Millennials and the iGens are two key demographics that reflect this approach as they “won't wait for results, they want instant effects”.​

2018: The year of insights and intrigue​

In 2018, we can expect to see more of the same in the beauty sphere, along with even more demands on efficacy and proof of efficacy. Rudd pinpoints new sensorial trends as a key focal point too within the market, as these will head deeper into hair care and fragrance.

“Clinical testing isn't yet fully in place to substantiate some of the more comprehensive protective claims, but they are in the works and we expect to see brands offer more proof of claims on their packaging,”​ Rudd concluded.