The pandemic has affected beauty needs, trends, and the habits of customers, showing more behavioural drivers towards wellbeing and social and personal values. According to Mintel in its recent Mintel’s Global Beauty and Personal Care Trends for 2021 Report, beauty routines that help with stress are mindful experiences, and help support local and ethical businesses, thus adding value to personal experience. Especially interesting is the “beauty eco-lution trend”, which says consumers will shop more locally for their beauty needs.
Firstly, Mintel’s global beauty and personal care trends for 2021 include the opportunity for brands to make products and create routines that protect and create value and trusting relationships. “Brands that successfully highlight the use of beauty routines as a way to combat stress and anxiety and bring normality during uncertain times will drive long-term value for consumers,” states Mintel’s report. In fact, beauty product manufacturers and professionals will need to coach consumers on the future of holistic wellness. Secondly, COVID-19 has resulted in tighter budgets and less spending. Thus, product functionality and purpose will drive usage, as value will be measured in quality, sustainability, convenience, and usability. Brands wishing to encourage consumers to trade-up will need to redefine value beyond just cost – through the impact of purchase, as well as convenience with an emphasis on quality, says the report. Thirdly, success will lie in the ecommerce strategies of brands – innovation in approach to attract customers and create virtual ways that engage the senses will be mandatory.
According to Mintel, “Over the next 12 months, loyalty and lifetime customer value will be driven through multiple, sophisticated and personalised digital touchpoints that focus on capturing individual lifestyle needs.” Further, “Brands will need to develop strategies that drive commerce to own-brand sites that advocate authenticity, as well as challenge big marketplaces that have yet to provide clear supply chain transparency.” Finally, perhaps as a show of solidarity and empathy, consumers will re-evaluate purchases keeping in mind, ethical and social factors and will increasingly shop locally, with less of a focus on price. “The next evolution of ‘clean’ will be created by marrying ethics with safety to cater to the conscious and careful beauty consumer, focused on avoiding undue risk inside and outside the box,” states Mintel.
As shared with Professional Beauty in the UK on why Mintel created the report: Jane Henderson, global president, Mintel beauty and personal care, commented: “As experts in what consumers want and why, Mintel beauty and personal care is uniquely suited to predict the future of consumer behaviour. In fact, we’ve accurately predicted the consumer and market trends that have shaped the global beauty and personal care industry for more than a decade.”