A hugely popular part of the in-cosmetics Global show is the Marketing Trends presentations, where attendees can learn about the latest trends and thinking to dominate the global beauty industry.
Here are the highlights of some of the key themes from the 2019 Paris show.
The New Beauty Routines
So much of the in-cosmetics Global show is focused on the newest ingredients and innovations in formulations and technology. But, there is another important development that beauty executives should be aware of.
According to Emmanuelle Bassmann, founder of beauty innovation agency In-Trend Ltd, we should be looking beyond the products themselves to understand changes in how consumers are using them.
Bassmann’s first example was to pinpoint universal or multi-functional products, which are evolving to satisfy consumer demand for a simpler approach to the Korean multi-step routine. The Everything Oil by Carter + Jane is a good example of the single one-step routine with multiple benefits that replace:
− Day cream
− Night cream
− Neck cream
− Eye cream
− Serum, and
− Lip balm
It can also be used as a cleanser.
Variations on this theme include the new hybrid make-up/skincare all-in-one routine, such as Shu Uemuara’s Stage Performer All in One Minute Instant Makeup Prep Mask that replaces all pre-makeup skincare steps and promises a better makeup finish.
Meanwhile, products are appearing in the market that straddles product categories. “These are likely to be especially appealing to men,” maintained Bassmann. One example is Sknhead Gamechanger, a male-targeted skin moisturizer for beard control that also helps to style the hair and can be used on tattoos to maintain their color. However, Bassmann warned of the temptation for brands to add in different usage claims for their products, saying: “Don’t add a benefit if the product won’t perform.”
» Continue reading to learn how personalization & customization have been the most trending topics in personal care marketing at the event!