Beauty brands should build a unique presence via personalised and targeted offerings

Manufacturers are including ingredients to target consumers with a busy lifestyle. Credit: Oksana Mizina via Shutterstock.

The beauty sector is a hotbed for innovation, with new online channels giving niche and start-up brands a platform to promote revolutionary concepts. From personalised skincare with a scientific base to celebrity-owned brands promoting inclusivity and social causes, the personal care market is more creative yet competitive than ever before. Focusing on the use of diverse ingredients, which are unusual and natural and provide better results on the skin, is key to winning across beauty categories.

Makeup

Sensory trends have resurfaced in the makeup category following the pandemic. With the ease of pandemic restrictions around the world, many people are looking to splash out on their appearance and look for products that match their personality and interests. Brands are launching tailored products to attend to all needs in the market. GlobalData’s Q2-2021 consumer survey reveals that 23% of global consumers will try new ingredients in beauty products due to curiosity, with this experimental nature rising among younger cohorts.

wet n wild’s new Mega Jelly eyeshadow, launched in the UK, aligns with this demand for experimental products; the eyeshadow features a high pearl suspension and gives an automatic ‘wet look’, which has been popularised by beauty influencers. Moreover, the product is suitable for vegans and infused with cucumber and chamomile Herbasol extract that provide extra nourishing properties, adding a layer of personalization and functionality for health-minded consumers.

Skincare

The skincare category is largely defined by added functionality, better-for-you claims and personalisation that meet and improve specific skin concerns.  Anti-acne is the most demanded claim within skincare products. GlobalData’s Q3 2021 consumer survey reflects that 66% of global consumers found an anti-acne claim to be somewhat or very appealing in skincare products.  The US-based brand, Miss Spa, has released a Chin Hero – a v-line chin patch with anti-inflammatory properties to help avoid breakouts. The product comprises tea tree oil and witch hazel in the formula, which will appeal to knowledgeable consumers who are seeking formulation for a specific concern that can improve their appearance.

Consumers also expect several functionalities in a single skincare product, as this not only saves time and money but adds premium value. Manufacturers are including in their formulations several ingredients to target consumers with a busy lifestyle who need a product that not only helps to save time but also improves the skin concern without the need of buying more products.

Haircare

Sustainability and environmentalism are defining the FMCG landscape as consumers grow more aware of their impact on the environment. As a result, many are searching for environmentally friendly haircare products, particularly given the substantial use of plastic in this category. GlobalData’s research (Q3-2021) suggests that 64% of global consumers agreed that plastic-free packaging is quite if not extremely important to them. Therefore, products like the UKs Aussie Nourishing Hug shampoo bar, which contains 98% of natural origin ingredients and claims to reduce the use of plastic bottles, are a great example of how to provide a haircare product that caters to environmentally conscious consumers.

The interest in natural ingredients in haircare products is also spiking. As a result, brands are including products that claim to use natural ingredients in their formulations to be seen as more appealing.

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