‘Down to Earth’ set to be the latest beauty trend

As a new year begins, the experts at Mintel Beauty Innovation have unveiled the key trend set to shape beauty innovation in 2011 – ‘Down to Earth’.

Nica Lewis, Head Consultant, Mintel Beauty Innovation.

Closely linked with sustainability, the ‘Down to Earth’ trend addresses the practicalities of making and marketing green beauty. Factors include managing price pressure due to varying supply and demand of natural and organic raw materials and learning to master the challenges of green chemistry – such as the use of sustainable surfactants, ‘green’ solvents and alternatives to parabens. ‘Free-from formulas’, a key trend in 2010, continues to evolve in an effort to avoid petrochemically-derived ingredients.

Here are the facts:
• In 2010, 13 percent of new skincare, haircare and cosmetics made the paraben-free claim (up 5 percent from 2008).
• Also in 2010, almost 9 percent of new skincare, haircare and cosmetics made the organic claim (twice as many as in 2007).
• The all-natural claim was found in approximately 3 percent of launches in 2010.

“Paraben-free claims actually outpaced organic and all-natural claims in new skincare, haircare and cosmetics launches in 2010, backing up Mintel’s ‘Nu Natural’ trend that predicted that brands would emphasise results and free-from claims over certification. This year, will see beauty companies placing increased importance on the environment, focusing on sustainable sourcing with attention to maintaining biodiversity. A renewed emphasis on repackaging to minimise waste will also be a factor,” said Nica Lewis, Head Consultant at Mintel Beauty Innovation.

Developments in the global beauty industry over the past year have been closely monitored by Mintel’s Beauty Innovation team and while skincare launches dipped slightly in Europe and the US in 2010, China saw dynamic growth with a 40 percent jump in new skincare products. Around the world, anti-ageing claims are still vital, with more than one-in-four launches making this claim, up 5 percent from 2009. Importantly, new skincare products with environmentally-friendly packaging were also up 5 percent on the previous year, showing manufacturers’ commitment to recycling and eco-friendly materials – a trend Mintel expects to have a real impact in 2011.

“2010 was a year for rebuilding, with new skincare product launch activity almost matching pre-recessionary levels. The past year saw M&A activity resumed too as credit markets eased, with consolidation among ingredient suppliers and Unilever, Shiseido, L’Oreal, Estee Lauder and Coty all inking deals. This development will influence brands in the year ahead from a marketing perspective linked to the ‘Down to Earth’ trend, too. Simplifying text and stripping back copy to tell straightforward, direct stories of plant-based ingredients will be key. Manufacturers who treat consumers as educated participants rather than novices stand to benefit,” said Vivienne Rudd, Senior Beauty Analyst at Mintel.

Contact: Mintel Beauty Innovation here.

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