Why do trends matter?

Not all trends are created equally – some trends diminish quickly, while others indicate the direction of the industry. Identifying such noteworthy trends from the rest will allow for an effective long-term and short-term brand strategy. Here are some examples of relevant trends that are influencing the beauty industry.

Autumn 2017

*Hydrogen-Infused Cosmetics

Hydrogen, with its smallest molecule that represents more than 90 percent of the matter in the universe, has been infused in drinking and bathing water for its anti-inflammatory, anti-oxidative properties in Japan since the 60′s. The benefits of the hydrogen-infused water were officially recognised by the country’s health ministry 2 years ago, which caused an uptick in the availability and popularity of the cosmetics products that incorporate this molecule. Now available in the US and Europe from Dr. Perricone’s line, this trend is expected to be seen more frequently in the upcoming years.

Summer 2017

*Beauty Supplements – Adaptogens

Beauty supplements have been in the regimen of beauty enthusiasts in the recent years, and the latest buzz word in this category is adaptogens. They are herbal ingredients used to improve the health of the adrenal system, which is responsible for managing the body’s response to stress, and these herbs and mushrooms have been used in Ayurvedic and Chinese medicines for centuries.

Spring 2017

*Anti-Pollution Cosmetics

As there are more general concerns for pollution, studies also point out the link between atmospheric pollution and premature ageing. Driven by increasing consumer demand, companies are launching new anti-pollution skincare products to address the needs or reformulating the existing products to make such a claim.

Winter 2016

*Digital Beauty and Millennials

As a driving force in beauty purchase, more and more millennials look to the content available in digital, namely mobile, in order to look for information and inspirations that would determine their buying decisions. Although many still feel more comfortable purchasing in stores, virtual try-ons are considered a viable option to substitute in-store trials.

Autumn 2016

*¨Asian-ification¨ of Beauty

Growing popularity of beauty brands from Asia, notably from Japan and Korea, is contributing to a change in the way people elsewhere practice their beauty regimen. Even if a 10-step regimen seems overwhelming for most users in the US and Europe, concerning product innovations, this is where the companies look to for new ideas and inspirations.

*Superfood-derived ingredients

Nutrients and antioxidants-packed superfoods that were passed on for generations as a vital diet have made their way into cosmetics products. They are also what you see on the menus of the latest cafes and restaurants around the globe. Think Kale, Chia Seeds, Goji Berry, Green Tea.