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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
BEAUTY TRENDS March 8th 2016
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“I think there is beauty in everything. What 'normal' people would perceive as
ugly, I can usually see something of beauty in it”
Lee Alexander McQueen (1969 – 2010)
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The Avant-Garde: celebrating the difference
Androgynous model
Andrej Pejic (now
Andrea after sex
reassignment surgery)
was cast both as female
and male model in Jean
Paul Gaultier catwalks
and campaigns
Mixed raced and with
unusual beauty
standards, Tanel
Bedrissiantz was one of
Jean Paul Gaultier muse
in the mid-80s
Eve Savail, one of JPG
muse in the 90s
Artists Pierre Et Gilles for
SOS Homophobie
campaign
Oscar Pistorius was the
face of Thierry Mugler
Amen fragrance between
2011-13
McQueen sent double
amputee model Aimee
Mullins down the catwalk
on carved wooden legs in
1999
Senior Punk at JPG FW
2014
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The new influential: changing perception of what is beautiful
Replacing models: unusual
beauty & new models from
TV reality show (Kendal
Jenner, Caitlin Jenner)
Ethnic beauty (Liu Wen,
Jourdan Dunn, Joan Smalls)
Madeline Stuart is the first
Downs Syndrome model to
feature in a catwalk show
Minority demographics are no
longer minority
From shapeless and skinny to individuality statement
Model With Vitiligo, Winnie Harlow, Stars In Desigual And Diesel Fashion Campaigns; Madeline Stuart for FTL Moda at
NYFW September 2015
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Challenging established beauty standards
The project, Before & After, examines
how these standards vary across
cultures on a global level.
Esther Honig contacted 50 individuals
from more than 25 countries with the
simple request: 'make me beautiful'.
June 2014 – Esther Honig Before & After; exploring beauty and culture
Source: Mintel Brazil report
37% of Brazilian women said that
Photoshopping and/or airbrushing
used in advertising makes it difficult
to know what a product would really
look like when worn
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Changing perception: Lammily the ‘normal’ Barbie
Lammily dolls were launched in November 2014 as a ‘normal’ Barbie, with realistic body
proportion and comes with stickers for acne, accessories and body marks
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The new Barbies: From Curvy to Tall and Petite
In January 2016, Mattel has transformed their iconic doll with new body shapes, skin tones and
hair.
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New spokesmodels: larger than life
Candice Huffine: First Plus Size
model in Pirelli calendar 2015
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Viva LGBT: transgenders become beauty faces
Nov 2014: Trans Model Lea T announced as
the face of Redken
March 2014: Jazz Jennings, 14 years old
transgender, become the face of skincare
brand Clean & Clear #SeeTheRealMe
campaign
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Hiring the misfits
Jeremy Meeks becomes the first person
hired by model agency while serving a
2-year sentence in jail
Charlotte Free for Chanel Eyewear Fall
2014
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Ageless, not old Aug 2014
Charlotte Rampling, 68, was chosen to
be the new face of NARS
Feb 2015
Helen Mirren, 69, endorses L’Oréal
Paris Age Perfect skincare line
Sept 2015
Bruna Lombardi stuns in bikini, aged 63
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Ethnic beauty
Lupita Nyong’o
Oscar winner from 12 Years of Slave,
Lupita Nyong'o is a Mexican-Kenyan
actress and film director. She was born in
Mexico, but was raised in Kenya.
She became Lancôme ambassadress in
2014
In the Brazilian census of 2010, 7.6%
said they were Black and 43% said
they were mixed race, representing
almost half the population
Source: Black Consumers Attitudes toward Advertising – US, July 2014
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The new man
Beard, tattoos and personality
Billy Huxley brings alternative to men’s
modelling
The man bun and braid
Between androgynous and hypermasculine
(Ben Dahlaus)
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What does it mean for beauty? Targeting “minority” demographics
Features statements & enhancing natural beauty
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New
Demographics
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Agelessness
Clarins “belle et bien dans son âge”
campaign for the launch of Super
Restorative Day Cream
A new skincare, make-up and
haircare range targeted at women
over 50s, helping them become
beautiful effortlessly
Haute Exigence Jour Multi-
Intensive Shiseido Prior
Source: Mintel Brazil reports
31% of Brazilian buyers aged
45+ search make-up products
with anti-ageing benefits
41% of Brazilian women aged
45+ say they always find a
time to take care of
appearance (eg going to
beauty salons)
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Anti-ageing products are being used to both repair existing damage
and protect from further signs of aging
Hair Active Anti-Aging Hair Care Complex
(France, Septermber 2014)
Nexxus Youth Renewal Rejuvenating
Elixir
(Canada, February 2014)
Fonte: Mintel GNPD
The Nutraluxe MD Nutra Hair range is designed to
directly target dermal papilla cells where growth
occurs by prolonging hair cycle and reducing hair
loss, while nourishing follicles for fuller and thicker
locks and reactivating growth
Nexxus Youth Renewal Rejuvenating Elixir is claimed
to be an advanced leave-in treatment that rebuilds
strength and combat eight visible signs of ageing
in hair
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Creating male offerings
One of the biggest challenges for this market is that men do not necessarily view the men’s
versions of certain products as “must buys.”
Brands should integrate enhanced benefits into male-specific offerings of these products to
better differentiate them from their unisex counterparts.
In addition, offering a greater variety of masculine scent profiles in these product forms could
also help boost male-specific product usage.
Source: Mintel
97% of Brazilian men who
bought beauty products in
the last 6 months say it is
important to take care of
appearance
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New territories to explore in men’s grooming
• Haircare for men
• More sophistication in
hair colorant for men
• Facial haircare and
facial hair styling
• Make-up for men –
Peter and Harry Brant
have created make-up
with MAC
• More complex skincare
and bodycare routine
Catering for the unshaven man
Designed to condition, soften and
nourish the beard for daily
grooming. The lightweight formula
features almond, jojoba and
grapeseed oils, as well as vitamin E
Includes a hydrating beard wash
with aloe and soy protein, an extra-
firm, boar bristle brush and a styling
beard control product with jojoba oil
Quickly boost beard and offer a
healthy grow for a clean, even,
stronger and fuller beard
Scented Conditioning
Beard Oil
Billy Jealousy Beard
Envy Kit
Beardilizer Dietary
Supplement
Source: Mintel GNPD
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Is mainstream make-up for men happening?
Western brands can launch multi-functional creams that contain moisturising, anti-ageing and
correcting benefits.
Inspiration can be taken from BB and CC creams for men available in Korea as well as new
technologies and ingredients like smart pigments that blend into the skin for a “no make-up”
effect.
Skinfood Color Gel BB for men Biotherm Homme CC Gel Instant
Healthy Look
Source: Mintel GNPD
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Ethnic beauty: more specialisation, more targeted
Contouring for black skin Created exclusively for and tested
on Asian skin
Source; Mintel Facial Skincare UK 2014
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Black consumers’ preferences for bolder colours
IMAN Perfect Eyeshadow Pencil
The ideal fusion of a shadow and a
pencil in seductively rich colors and
texture. Enhanced with Jojoba &
Vitamin E,
K Beverley Knight Eyeshadows
These velvety smooth eyeshadows
are highly pigmented powders that
glide on effortlessly and blend easily
for intense eyecatching looks. The
luminous finish and diverse shades
are suitable for all skin-tones.
Black Up Mono Eyeshadow have
ultra-pigmented formulas in pure
and intense colours for a perfectly
even and incomparable make-up
result
Source; Mintel Facial Skincare UK 2014
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The natural hair trend
The Pantene Pro-V Truly Natural
Hair range of products is designed to
help manage natural hair which has
a unique structure with distinctive
twists and turns that can knot and
become unmanageable.
Dove Advanced Hair Series includes
4 products designed especially for
women with curly hair. Quench
Absolute Shampoo, Conditionner,
Restoration Mask and Crème Serum
Pantene Truly Natural &
Relaxed
Dove Love Your Curls
Source: Mintel Brazil report
34% of Brazilians said they
prefer to wear their hair in
its natural texture
15% said they feel better
about themselves when
their hair is straightened
(eg Brazilian straightening)
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Halal cosmetics
There are 1.6 billion people who identify themselves as Muslims and that number is expected to account for
over a quarter of the world’s population in 2030.
Countries with projected high growth in skincare sales over the next five years have Muslim populations
totalling 490 million, with 78% residing in Indonesia and India.
The Douglas Naturals range is certified by NaTrue,
biodegradable, suitable for vegans, certified halal
Purbasari Make Up Daily Series Alas
Bedak Foundation is certified halal
Source: PEW Research Center, Technavio
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Haircare with a veil
In 2013, Henkel developed the first haircare treatment
line specifically for veiled hair.
Gliss Restore & Refresh
gives consumers strong, fresh
and beautifully glossy hair.
Middle Eastern women who wear a hijab or veil might
have their hair covered for hours at a time, which can
lead to a number of problems.
“Most consumers reported hair loss, split ends, lack
of shine, an itchy scalp and an unpleasant odor.
These problems arise because air cannot circulate
under the veil, so hair becomes fragile.”
In the Middle East, long and shiny hair is
considered a sign of beauty. This also
applies to women who cover their hair with
a veil or a scarf
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
Future Impact in Packaging: How the next-generation of packaging
is engaging consumers in 2016 and beyond
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Latin America* Recognizing The Power of Packaging
Source: Mintel GNPD, Includes new products, new formulations, new varieties, re-launches.
Latin America has experienced steady growth during the past 5 years in beauty and personal care product
launches that have used packaging as primary launch driver.
*Mintel defines Latin America as: Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico, Peru, Puerto Rico, Venezuela.
46 44
64,4 64,3 65,4
69,4
42,5 40,3
21 18,9
15,4 12,8
7,6 8,7 8,2 10,5 10,9 10,1
1,4 3,8 4,8 4,8 6,2 5,7
2 2,8 2 2 2 2
2010 2011 2012 2013 2014 2015
%
New Product New Variety/Range Extension New Packaging Relaunch New Formulation
Beauty and Personal Care Launches In Latin America
By Launch Type, Jan. 2010 - Dec. 2015
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GlamGlow FlashMud Brightening Treatment cream is used as a face mask. It is rich in natural extracts
with patent-pending Teaoxi technology and sun-dried white blanche clay as well as niacinamide and vitamin C
to brighten skin and even out skin colouration, while also creating a translucent-like complexion.
Source: Mintel GNPD
GLAMGLOW’s packaging promotes formula’s ‘brightening’ benefit – ‘all it
needs is to glow in the dark’
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What’s Open For Discussion
Consumer expectations and brand reactions to environmentally responsible packaging
As consumers seek more product information, on-pack communication has become a balancing act between too much and too little
Brands must consider whether the format might be at the tipping point of becoming non-differentiated on shelf
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What’s Next For
‘Green’ Packaging
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• Despite environmental benefits of the compressed can introduced by Unilever in 2013,
consumers are still reluctant to see the value when it comes to “same amount of
product, smaller pack size”. At the same time, consumers continue raising concerns
about the chemicals used in deodorant cans.
Brands Reacting/ Compressed Cans for Deodorants
Source: Mintel GNPD
Dove Powder Soft
Compressed Can
Brazil, July 2015
New concentrated formula
in a newly designed 85ml
pack that has been
compressed, said to last
the same equivalent of a
169ml pack with less
packaging.
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Show Me The Goods
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Show Me The Goods
According to Mintel’s Beauty and Personal Care Packaging Trends report 17% of BPC consumers read
the ingredients lists of BPC products before purchasing, highest amongst buyers of BPC products which
sit on the skin, such as body care (25%), other facial skincare (24%) and foundation (23%). This focus on
BPC products’ ingredients is part of a wider trend scrutinizing chemical additives and preservatives.
17% of Brazilian
consumers read
the ingredients lists of
Suncare products before
purchasing
16% of men buyers verify
the product ingredients
before purchasing
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Phenomenal Flexibles
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Brands Reacting/Hybrid Rigid/Flexible
Source: Bblunt.com; http://en.koreadepart.com/shop/itemb2b.php/1421049921/
This spherical, 2-piece tottle (body
and dispensing base) is rigid on top
and bottom, but has soft, rubber-
like squeezable sides (indicated by
red arrows) that can be easily
squeezed to dispense product.
The hybrid packaging genre is crossing multiple end-use categories. In these examples, the
softness of the “hybrid” portion of the containers reinforces the notion that the product will
create soft hair or soft, luxurious eye lashes.
Amore Pacific crated this hybrid rigid/flexible tube for
Korean cosmetics brand Hera. The bottom tube (red
arrow) is actually a flexible rubber pouch. By being
able to bend the pouch, the consumer can prevent
clumping inside the pouch, as well as prevent product
from caking on the brush, both of which cause
significant loss of product. This soft tube has an
elegant, soft-touch feel.
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Conclusion
• Not a market for all but greater need for segmentation:
niche and exclusive are now key markets, more personalisation
• Keeping the niche exclusive and embracing the high
margin/low volume
• Need to spot and react quickly, getting into niche and spreading
The age of
mainstream is
dying
• Beauty standards are shifting towards more statement
features, celebration of talent rather than beauty or
fame, individual body and face marks are considered as
beauty features
Beauty
standards have
shifted, time to
react
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Conclusion
• Minority demographics are no longer minorities
• Means more segmentation and specialisation of beauty
and personal care offerings to cater for LGBT, men, mature
audience, plus size and different ethnicities.
• These demographics will increasingly appear in
campaigns
More
segmentation &
specialisation
for individual
beauty
• The new generation is celebrating aesthetic differences,
while still wanting to fit in, they will want to reaffirm their
personality, skills and individuality with products and accessories.
• Products that will help people to fit while adding a touch of
originality
• More bright and bold colours, more body art, products
that help reshape/contour certain parts of the face
and body, selfie products
Enhancing
features
statements
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com
Juliana Compagnoni
New Business Director
Tel: 97341 0479
THANK YOU