The 2014 in-cosmetics marketing trends presentations provided top beauty trends, including the evolution of alphabet creams, innovation in haircare and suncare and new formulations and product formats on the Asian market.
Most new launches make multi-benefit claims with frequent benefit crossovers between product categories, including skincare and fragrance. The alphabet craze is moving from BB and CC creams to a few DD and EE ones. Datamonitor predicts there is potential for development to reach ZZ.
In haircare, hair oils are a key development and form an important part of the multi-step haircare routine. In suncare, consumer concern about sun damage has led to SPFs being added to many skincare, bodycare and haircare formulations.
Trends from Asia include “cosmetics while doing something else”, such as paper masks infused with moisture that can be put on the face and left to do their work. Minerals are big in Asia, as are oil formulations and facial massage tools.