SMART THINKING
The beauty trends in 2021 for skincare, hair, makeup and appearance medicine.
Burke recommends options such as Diptyque’s Eau Capitale – a tribute to Paris and its history as the birthplace of creativity for artists, writers, architects and dancers – and D.S. & Durga’s Rose Atlantic, which evokes the scent of a sea breeze, intermingled with the musk rose. “It’s reminiscent of sitting by the beach in summertime, enjoying the sunshine with a glass of Prosecco.”
Global perfume developer Firmenich, responsible for some of the world’s most famous scents, is pinpointing nostalgia as a guiding force for upcoming releases, having undertaken a major study to identify the emotional sentimentality we connect with certain notes. Though the results have varied by area – US participants favouring cinnamon and vanilla, and in Germany, gingerbread, nutmeg and clove – the study has revealed that ‘edible’ gourmand notes consistently provoke the most emotional responses.
Perhaps unsurprisingly, as we continue to prioritise the cosiness and homeliness of our own abodes, home fragrance in the form of candles, room sprays, pillow mists and diffusers are having a huge moment. The upshot for consumers and a boon for brands limited in their abilities to offer new releases at this time, is that we are likely to see our favourite, top-selling perfumes transformed into new formats.
Another huge shift acknowledged in research group Mintel’s recent Fragrance Innovation report notes a projected rise in fragrances designed to wear when you are alone. Dubbed ‘loungewear perfume’, the approach being trialled by some brands involves
Lockdowns have prompted many perfumers to shift focus towards home fragrances.
relaxed, soft, clean and understated notes for wearing at home rather than special events.
INGREDIENT INTELLIGENCE
With rapid acceleration in both consumers’ desire for knowledge about the what, why and how of skincare, and an influx of new products on shelves, it stands to reason that for many, skincare has evolved from a simple routine to a hobby towards which we devote great care, consideration, and numerous application steps.
Studying the INCI (International Nomenclature of Cosmetic Ingredients) or a product’s ingredients list before making a selection is becoming a more mainstream pastime, and brands are meeting these new consumer habits by highlighting desirable ingredients like hyaluronic acid or bakuchiol on the front of packaging.
“It can only be a positive that we are making more informed choices about the skincare we use,” says Rebecca Hollowood, Elizabeth Arden field sales and education manager.