The focus of cosmetics is evolving from being skin deep to self-expression and wellbeing. Consumers are using striking colors to express their personality, while looking to skin care to enhance their health.
Traditional instore experiences that once celebrated texture and scent is changing. Virtual D2C platforms that leverage AR, are allowing brands to move deeper into the home and help consumers become the architects of their own experience.
Customization is no longer enough. From concealer that analyses the weather, to products tailored to consumers’ microbiomes, personalization is helping to drive differentiation in the market and increase loyalty.
Fueled by digital adoption, the Asian beauty market has seen the rapid launch of new products, services and technologies, generating innovative new trends that slowly extend to the West.
Over the next 5 years, economies like China, India and Brazil will become increasingly important and beauty brands will need to capture this market.
Beauty as a service
Brands are seeing an increase in basket size for customers that engage with their virtual consultation offerings.
Health & wellness
Consumers are spending more time on wellbeing and self-care and are looking to the beauty industry to personalize experiences which provide ‘me-time’.
AR / VR Adoption
68% of beauty consumers are comfortable using AR when considering making a purchase.(1)
77% of consumers will choose, recommend or pay more for a brand that provides a personalized service.(2)
Consumer interest in products that use clean ingredients and environmentally friendly packaging continues to rise.
Merging of entertainment & transaction platforms
Social media is becoming a key channel for consumers to interact and purchase goods.
Influencer power extends across the value chain
Beauty enthusiasts are turning to social media influencers as a trusted source of information.
DIY beauty care
Almost 50% of consumers globally claim to use Do-It-Yourself beauty products at least once a month.(3)