Last week, I attended the CEW presentation entitled Global Trend Reports event, Super Natural: Disrupting the Beauty Sector. As we all know, consumers are changing their relationship with chemicals, cleanliness and health in all aspects of their lives, and it is having an amplified effect on the beauty sector.
Lucie Greene, Worldwide Director JWT Intelligence, J Walter Thompson, and Lan Vu, Founder/CEO, Beautystreams, shared exclusive new research into the “New Natural” trend, including how consumers’ interest in well-being, environmental-friendly, sustainable and organic products is redefining the concept of natural. They discussed how triggers such as social media, technology, sustainability and “hipsters” are driving change in how consumers are viewing and purchasing beauty.
According to Greene’s research, the trend is being driven by a growing consumer interest in sustainable living, research suggesting that sterilized Western environments are actually harmful to health, and a desire for “naturalism” in everything they consume. Vu will present research findings from Beautystreams about key trends and future opportunities for beauty, including effective naturals for the luxury sector, the latest rare natural ingredients for products, and new developments in materials and packaging.
“The Naturals category is one of the fastest growing in skincare globally. Consumers are demanding eco-friendly products in all aspects of their lives, including their beauty routines, and more brands are coming to that realization,” says Carlotta Jacobson, President of CEW. “These exclusive insights will give attendees a competitive advantage in their business. Brands need to be prepared to meet the new demands that are beginning to impact all aspects of the beauty industry.”
Below are the percentages of consumers who would buy socially responsible brands:
Asia Pacific – 64%
Latin America – 63%
Middle East – 63%
N. America – 42%
Europe – 40%
The 2 main drivers that are pushing consumers to seek new natural beauty products: Urbanism & Pollution and the Rise of Allergies:
Main Driver 1 – Urbanism & Pollution main concerns:
- Air pollution
- Water pollution
- Stress, lack of sleep
- Unbalanced diet, lack of physical activity
- Air conditioning, central heating
- Respiratory problems
- Allergies, skin irritations
- Premature aging
Beauty Industry Implications:
- Immunity boost
- Fitness, wellness, holistic inside out approach
Main Driver 2 – The Rise of Allergies
- Gluten-free – 24% of households have someone who consumes gluten-free products
- Dairy-free – approximately 25% of children under age 3 are allergic to milk
- Corn-free – corn allergies are becoming more common in the US and are gaining consumer interest
Beauty Industry Implications:
- Offer gluten-free, dairy-free, corn-free alternatives
- Create entire lines of allergy-free products
Based on these 2 key drivers, the following are the 6 key product trends:
- Eco-luxury: high end codes, efficiency, rarity
- Home eco-systems: smart-homes, consumer tracking/diagnosis, product suggestions
- Water-related: water-free, concentrated formats, special beauty waters
- Lifestyle needs: vegan, halal, gluten/dairy/corn-free
- Sustainable local: 3-D manufacturing, smaller local-produced, reduced production cost
- Eco-plastics: partial bio carton capture and ocean plastics, in development PEF & PPC
60% of US millenials say they use food ingredients to make homemade beauty treatments because they are more natural than products they can find in stores.
Global demand for organic personal care products, one-third of which are skincare products is expected to reach $13.2 billion by 2018, say Transparency Market Research.
The overall market for probiotics expected to grow from $62.3 billion in 2014 to $96 billion by 2020, according to Transparency Market Research. Fermented beauty is expected to grow in tandem.
Top 5 Take-Aways:
- 360 Well being: Food and drink trends are no longer separate to the beauty industry as the consumer starts to see their bodies, and their beauty as an eco-system.
- Modern natural: While some of this trend is driven by revivalism, its manifesting i new very hip aspirational ways and is powered by a digitally connected consumer and new digital platforms.
- Shifting aspirations: chemical cleanliness is no longer taken for granted as a goal. Consumers now take a critical perspective on water use, from both a health and environmental perspective. Meanwhile, products are positioned more as “enhanced natural” rather than time-reversing.
- Supply chain: From the farm to the specific region, consumers are taking more interest in the beauty supply chain-and the exact ingredients going into goods. They are increasingly emphasizing freshness over longevity.
- Environment: Beyond health, consumers are starting to look at all goods they consume in terms of environmental impact.
About Lucie Greene, Worldwide Director JWT Intelligence, J Walter Thompson
Lucie Greene is Worldwide Director of the Innovation Group, J. Walter Thompson’s futurism and innovation consultancy. Based in New York, Lucie has presented at SXSW Interactive and CES. She is frequently quoted in The New York Times, Newsweek, CNN, Bloomberg and Time. She is a thought leadership columnist for Campaign magazine and regular contributor to the Financial Times. Prior to joining J. Walter Thompson, Lucie was Head of Forecasting at leading London trends consultancy The Future Laboratory, consulting clients including Google, Estée Lauder, Marks & Spencer, Marks & Spencer, Virgin and Pernod Ricard.
About Lan Vu, Founder/CEO, Beautystreams
Lan Vu is the Founder of Beautystreams, the leading trend source for the beauty and packaging industries. Beautystreams provides color forecasts and consumer insights for companies globally, including L’Oréal, Estée Lauder Companies, LVMH, Sephora, AmorePacific, Unilever, Philips, etc. Ms. Vu is a renowned trend authority with over 25 years of experience in fashion and beauty. Based in Paris, she speaks at international trade events worldwide, and is frequently quoted in global beauty and fashion publications such as Vogue Italia, Women’s Wear Daily, and Vanity Fair.
Cosmetic Executive Women, Inc. (CEW) is a global, nonprofit professional organization with 8,000 global members, both men and women, from over 2,250 companies in the beauty and related industries. CEW brings the beauty community together, at every stage of their careers, from every facet of the industry. CEW leads the conversation in beauty, addressing topics that are shaping the future of the industry and provides unparalleled access to industry influencers and thought leaders. CEW provides the connections, tools and leadership development resources to move careers forward. CEW recognizes professional achievement and innovation in the industry to inspire the next generation of leaders. CEW is based in New York City, and also hosts events for the beauty community in Los Angeles. Additionally, CEW has associated organizations in France and the United Kingdom. The CEW Foundation supports Cancer and Careers, a comprehensive program for people balancing work and cancer. For more information, log on to cew.org.
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