Throughout 2022 and beyond, sustainability concepts are expected to focus more from a morality perspective as consumers demand greater action from companies on issues such as climate change. Nowadays, consumers buy with awareness and brands need to be transparent about their ethical impacts, displaying them in a clear and tangible way.
In order to be ahead of the game, companies must ensure that they are transparent in communicating measurable metrics about their ethics and sustainability credentials. As sustainability claims in beauty products have become mainstream and remain high on the agenda, customers are also examining brands’ commitments to diversity and equality, as well as the chain’s ethical practices. supply.
“First and foremost, taking action is the most important thing brands can do, and then communicating it. Transparent communication about what companies are doing will ultimately build consumer confidence and help drive purchases,” said said Andrew McDougall, director, beauty and personal care, Mintel. “Of course, most ingredient companies, suppliers, cosmetics brands and general businesses will already be taking action when it comes to sustainability issues, but now it’s about how we communicate that to consumers.In beauty, transparency is a really difficult concept to understand, but I think the collective effort will be really essential.
Trends impacting the beauty industry
Consumer education. In the wake of covid-19, consumers seem more curious than ever about what’s going on in their products and the effects of those ingredients. This thirst for knowledge is likely to intensify even more in 2022 as consumers seek evidence before purchase, researching everything from product efficacy to natural ingredients and beyond. Recent research from Mintel confirmed this, highlighting that nearly a third of UK facial care users now research the ingredients used in skincare products to determine a product’s effectiveness.
Changing identities. Identity is a concept that has largely fragmented since the arrival of social networks. As individuals strive to illustrate their true identities online and in real life, this is difficult to manage. However, it is generally accepted that our various online personas merge and lead back to the same real-world personality, allowing consumers to create their true selves. This concept of multiple digital identities allows for expression and creativity, while the idea of the meeting of digital and physical realities allows for access and representation.
Digital ownership and expression will also have broader impacts from a beauty perspective, altering the brand/consumer relationship as well as the values associated with tangible products. The future of digital experiences will therefore evolve towards more authentic and community-based opportunities as a new circle of influence comes to fruition.
Personalized beauty – do it for me. Consumers increasingly reject a one-size-fits-all approach to their beauty products and want items created just for them; indeed, more than a third of UK facial care users want to use skin care formulas tailored to their specific needs. As a result, custom beauty products and packaging, customizable formulas and do-it-yourself beauty kits are expected to have greater appeal as consumers seek to meet their individual beauty needs. Life-stage beauty is also expected to gain traction as shoppers want solutions specifically targeted for their age; a number of mass market players are already exploiting the beauty of menopause, for example, and this is a trend that is expected to continue.
Break down barriers. Brands have long played a key role in helping consumers break the rules to create their own beauty ideals. The term “beauty” is losing its traditional definition as consumers seek to change the way the rules are written. Simplification also becomes more desirable as consumer habits evolve along with priorities, reducing routines and essentially going back to basics.
“Mintel’s trend analysis for 2022 is very interesting reading, as many of the themes are exactly what we see on the show at this year’s event,” explained In-Cosmetics Show Manager, Roziani Zulkifli. “Sustainability has long been an important issue, but we have certainly noticed that it has gone from a nice accessory to a must-have for all brands, and it is fascinating to see the ever-increasing importance consumers place on practical ethics in all areas of activity of a beauty brand.”