Throughout 2022 and beyond, sustainability concepts are expected to become more morally focused as consumers demand bigger moves from companies on issues like climate change. Nowadays, consumers shop with conscience and brands need to be transparent about their ethical impacts, showing them clearly and tangibly.
To be at the forefront, companies need to ensure they are transparent in communicating measurable metrics about their ethics and sustainability credentials. While sustainability claims in beauty products have gone mainstream and still remain at the top of the agenda, customers are also looking into brands’ commitments to diversity and equality, as well as ethical supply chain practices.
“First of all, taking action is the most important thing brands can do and then communicate it. Transparent communication about what companies are doing will ultimately build trust with consumers and help drive purchase, “said Andrew McDougall, Director, Beauty and Personal Care, Mintel.” Of course, most of the ingredient companies, suppliers, cosmetic brands and companies in general will already be active with regard to sustainability issues, but now it is a question of how to communicate this to consumers. In the space of beauty, transparency is a very difficult concept to understand, but I think collective effort will be really fundamental “.
Trends affecting the beauty industry
Consumer education. As a result of covid-19, consumers seem to be more curious than ever about what goes into their products and the effects of these ingredients. This thirst for knowledge is likely to increase further in 2022, as consumers seek proof before buying, researching everything from product effectiveness to natural ingredients and beyond. Recent research from Mintel confirmed this, highlighting that nearly a third of users of facial skin care products in the UK now research the ingredients used in skin care products to ascertain a product’s effectiveness.
Changing identities. Identity is a concept that has become largely fragmented since the arrival of social media. As individuals strive to exemplify their true identities online and in real life, it is difficult to manage. However, it is generally accepted that our various online characters merge and trace 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 digital and physical reality coming together allows for access and representation.
Ownership and digital expression will also have a wider beauty impact, changing the brand / consumer relationship as well as the values associated with tangible products. The future of digital experiences will therefore shift towards more authentic and community-based opportunities as a new circle of influence is realized.
Personalized beauty: create it for me. Consumers increasingly reject a one-size-fits-all approach when it comes to their beauty products and want items created especially for them; in fact, over a third of UK facial skin care product users are interested in using skincare formulas tailored to their specific needs. As a result, customized beauty products and packaging, customizable formulas and DIY beauty kits are expected to have greater appeal as consumers seek to address their individual beauty needs. Life-stage beauty is also set to gain ground as buyers want solutions specifically targeted to their age; a number of mass market players are already tapping into the beauty of menopause, for example, and this is a trend that will likely continue to move forward.
Break down the 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 try to change the way the rules are written. Simplification is also becoming more desirable as consumption patterns change with priorities, reducing routines and essentially going back to basics.
“Mintel’s trend analysis for 2022 is a very interesting read, as many of the themes tie into exactly what we are seeing at the show at this year’s event,” explained In-Cosmetics Exhibition Director Roziani. Zulkifli. “Sustainability has long been an important issue, but we have certainly noticed that it is shifting from a nice to have item to a must have for all brands, and it is fascinating to see the ever-increasing importance consumers place on ethical practices. in all areas of a beauty brand’s business. “