The beauty industry has grown significantly in recent years. A big contributor to that growth is the increasing popularity of skin care products.
With influencers and ordinary people advertising a plethora of products on highly accessible digital platforms, the industry will continue moving forward with high revenues.
Whether it’s cosmetic companies or clinics offering aesthetic services, understanding marketing trends will be crucial in addressing the needs of a growing market.
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Greater desire for great skin
In recent years the demand for a youthful, shining face has become more desirable for both men and women, and companies are paying attention. Brands like Nuetrogena, Oriflame, and Squish Beauty have been producing products that accommodate spot-prone skin.
This trend presents a tremendous opportunity to capture a market that has been historically neglected. In the past, companies would provide ineffective cleansing and degreasing products. People would find their skin dry up significantly and spots would still be highly visible.
With more big names paying attention to what the market is asking for, customers will see more helpful products that can safely and effectively address blemishes and breakouts.
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New products featuring innovative technology
Whether it’s skin-analysing products or DNA-based facial care, skin care companies are taking personalization to a futuristic level. And several consumers are embracing this direction.
According to industry observers, about 77 percent of consumers are either willing to pay for or recommend a personalized experience when it comes to skin care. A few big companies have started capitalizing on this.
L’Oréal is developing Perso, an automated at-home cartridge system that produces personalized skin care. It is expected to launch some time in 2021.
Users can input specific details into the device, such as their unique skin profile and environmental factors like humidity, weather, temperature, and UV index. Additionally, they can add finer details like texture and hydration preferences. The machine takes all these variables into consideration and produces an ideal dosage.
DuoLab is a start-up initiative supported by L’Occitaine. One of its new products that debuted last January is a tool that the brand claims is the only preservative-free personalised face care. It mixes several ingredients into the device and allows the user to customise the resulting facial solution according to their needs and preferences.
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Turning up the heat on sunscreen
With the growing urgency of addressing climate change and other environmental concerns, more consumers are becoming more conscious about using ocean-friendly sunscreen products.
Giving consumers peace of mind that their skin care products are not harming the planet will become a focal point for many companies.
But it’s not just the private sector that’s involved, government is also stepping in with firmer policies around sunscreen products.
For instance, Hawaii and Key West have blacklisted products that contain chemicals that can harm corals and other marine life. Other states are using these examples as a model to implement similar legislation. As government initiates closer scrutiny of these products, skin care companies will be looking to fall in line and comply with regulations.
Conclusion
These are just a few trends that will potentially dictate the overall direction of the skin care industry in the next few years. Big companies or start-ups looking to increase their market share would do well to pay close attention to these trends.
