Not long ago, WGSN released the "Future Beauty Trends in 2022" in an interesting interpretation: an important factor affecting the macro trend of the future beauty industry is fear, which comes from people's anxiety in the post-epidemic era, so WGSN predicts that in the future, on the outer packaging of beauty and beauty products, there will be some designs derived from cute culture, which can help people heal their fears.
On the one hand, the epidemic is changing consumer preferences, on the other hand, it can not stop people's pursuit of beauty, although it still needs to wear masks for a long time, but people have begun to re-wear makeup, looking for more makeup brought by the "dopamine" effect; more and more emerging brands are squeezed into the already crowded beauty world, beauty giants are also "painstakingly" exploring more new ingredients and new technologies, in order to bring consumers more freshness and more personalized experience; in addition, health is still the ultimate luxury that people currently believe. This has led to an increasing integration of beauty and health, and through these phenomena, we predict that the beauty industry will show the following five major trends in 2022.
People will pursue more clear, natural, like a natural beauty as delicate and smooth skin, one of the reasons is that the mask era has brought multiple difficulties to the skin, consumers pay more attention to the health of the skin, light, natural, non-irritating skin base makeup is the choice that conforms to the trend of the times.
In addition, "natural" also means the acceptance of their original state, Ulta Beauty predicted in its first trend report "Uncover" that in 2022 consumers will prefer natural-looking makeup, this "natural" refers to people will dress more like their real selves, but also more embrace authenticity.
Ilia Super Essence Retouching Lotion
After a long period of decline, cosmetics sales are now steadily picking up, and consumers are renewing interest in brightly colored lips and exaggerated eyeshadow. Sam Cheow, Senior Vice President and Global Head of Cosmetic Innovation and Portfolio at Estée Lauder, said: "People really need the dopamine effect of cosmetics. "NPD Group's data corroborates that compared with the same period in 2020, sales of luxury cosmetics in the United States increased by 23% from January to November this year; in the Chinese market, according to iResearch's report, the size of China's local beauty market can reach about 252.7 billion yuan in 2023, and the compound growth rate is expected to reach 16.6% from 2021 to 2023.
This confirms that when people gradually adapt to the existence of the epidemic, the growth level of cosmetics is expected to recover, because people still have a love for makeup.
With the rise of minimalist skincare, consumers are starting to abandon the tedious skincare steps. According to a mintel report, 50% of consumers prefer to buy cosmetics that are good for their skin, which is still a relatively new product category and will have great potential in the future.
Dior Flame Blue Gold Lip Balm
Whether it is a cutting-edge brand or a beauty giant, it is becoming increasingly important to develop cosmetics with skin care benefits, and niche brand Ilia's Super Essence Finishing Lotion, a combination of skin care products, foundation and sunscreen, has been a best-seller since its launch. This year, Dior unveiled a new and upgraded anti-aging energy foundation, and its classic Flame Blue Gold Upholstery Lipstick formula also adds ingredients such as peony flower and pomegranate flower extract to protect and smooth lips, blurring the line between lip care and traditional cosmetics.
Some studies predict that the global sales of the men's beauty market will reach $81.2 billion by 2024; Euromonitor data shows that as early as 2019, The growth rate of China's male beauty market is twice the global average growth rate and is expected to reach about 17 billion yuan by 2020; according to Alibaba's data, during the "Double 11" period in 2020, the stock of men's imported makeup products increased by more than 3,000% year-on-year. An analysis by daxue Consulting, a consulting firm, also shows that the annual growth rate of male beauty products on Tmall has reached 89%.
Such a high growth rate is partly due to the blockade caused by the epidemic, male consumers have enough time to explore and experience products at home, but also from the emergence of more male beauty bloggers, who have quickly become popular with the help of personal characteristics and platform support, to some extent, helped the beauty market to open up in the urban young beauty-loving male group, and reconstructed the order of the beauty world.
At the same time, norms about masculinity have evolved and men's interest in self-care has grown, and beauty brands have begun to develop and launch more men's products, providing male consumers with a variety of choices.
In addition, celebrity culture is also gradually subverting the outdated gender norms, from celebrities to bloggers, more and more male public figures began to challenge the stereotype of masculinity, driving more men to join the ranks of "exquisite boys", men's cognition of beauty and beauty appeared a new inflection point, helping the men's beauty market to show explosive growth.
In a world still plagued by the pandemic, health remains the ultimate luxury in this society, so the integration of wellness and beauty never shows signs of slowing down.
From protein powders and collagen gummies to grape seeds, unconventional beauty products are being sold on the shelves alongside skincare and cosmetics. "Beauty snacks" are also a new trend emerging in the epidemic, breaking the boundary between beauty and snacks, and oral beauty products are gradually extending to food types such as ready-to-drink, candy, and jelly.
According to the data, the industrial value of edible beauty products in China is expected to reach US$3.7 billion (about 24 billion yuan) by 2022, which has great growth potential for both international and domestic brands.
The Nue Co. Spiritual energy perfume
Not only that, but perfumes, which were once meant to express personal traits, have also begun to be closely linked to health. In the past, people sprayed perfumes in order to attract others or to leave a unique fragrance memory, but today people are beginning to use aroma to change moods and soothe emotions. The Nue Co.'s spirit energy fragrance, launched last October, uses patented neuroscience technology, and its uplifting aroma enhances mental energy and transforms mood when mentally exhausted.
Science and technology are embedded in all aspects of the beauty industry, and the future of the beauty industry will also depend on technology. Whether it is artificial intelligence helping the industry achieve a better personalized experience, or applying augmented reality technology to help consumers choose the right makeup products without leaving home, or advanced genetic testing technology to help consumers accurately skin care and avoid blind planting, diversified and personalized digital touchpoints are driving customer loyalty and lifelong value.
Overall, after experiencing the pandemic, consumers are re-examining their lives and are more concerned about their health and nature and condition. People began to pursue "less is more", focus on efficacy, the use of products as "pure as possible", the beauty industry diversification trend significantly enhanced, but still closely around the core needs of consumers continue to evolve and develop. BINC
Written by: Lucia
Edit: Lee
Image source: Network