Beauty trends for 2018

The concept of beauty has undergone some of the most radical changes over 2016 and 2017, be it with respect to the use of ingredients in beauty products or with respect to gender. A report by Mintel, Global Beauty Trends 2018 points to some of the big changes we need to watch out for

Natural, local and safe

■ Naturals are popular but, consumers are also shopping small, buying locally-sourced, locally-produced, and small-batch products

■ Local sourcing and production of ingredients will become essential in 2018 and beyond, strengthening the idea of local pride—not just with brands and manufacturers, but with consumers too

■ From ingredients to packaging to branding, over the next three years, brands will be challenged to focus on safety and purity, to clearly communicate product benefits, and to turn to technology to take a local and ethical stance.

33%

Italian consumers who purchase colour cosmetics choose natural products

50%

UK-consumers look for products with natural ingredients

45%

Female facial skincare users in China want products made with natural herbs

More personalisation

■ The consumer must be viewed as more than just a part of a demographic, a generation, or a gender; brands must focus on people’s behaviour

■ Consumers want products that fit their own personal routines and meet their own sensitivities

75%

French female consumers say feeling comfortable is better than looking perfect

31%

Chinese consumers aged 20-49 say that the word ‘individuality’ defines luxury

40%

US make-up users aged 25-34 are frustrated by products that don’t match their skin tone

Personality and purpose

■ The onus is on brands to impress consumers with a human-like personality that’s relatable, personable, and sincere

■ Brand marketing campaigns need to align with consumers’ own beliefs and values, so people feel like they are buying an attitude and lifestyle, and not just a product

■ Championing worthy causes is now an essential element of branding

56%

US consumers have stopped buying products if they believe they are unethical

27%

Indonesian consumers say they prefer products that maintain fair trade regulation

29%

Brazilians prefer to buy from companies with sustainable practices

More digital intrusion

■ Digital technology will make shopping more personal in 2018

■ Beauty brands will use consumers’ faces not only as canvases for their products, but also as a way to track their likes and dislikes, and guide them through the shopping experience

■ Apps will become digital personal assistants, the cost of retaining customers will increase as they begin to recognise the value of their biometric data

35%

Chinese beauty buyers aged 20-49 are interested in trying a mobile app that can recommend beauty products based on their needs

45%

Thai consumers compare prices at other stores, while shopping in-person