MINTEL ANNOUNCES four key beauty trends for 2018

Market research company, Mintel, has revealed four trends set to impact the global beauty and personal care market in the year ahead.

Its findings for 2018 are:

• Biotechnology, together with a resurgence of local wisdom, will help brands face up to the challenges created by environmental issues.
• As consumers across the world are creating their own definitions of beauty which look beyond age, gender, and body type, brands that try to appeal to the ‘mass’ will miss the mark.
• Beauty consumers won’t just want to look good, but feel good too, by going beyond the logo and investing in brands with a personality and purpose to perform good deeds.
• Beauty brands will be watching consumers’ every move, as digital technology drives unprecedented customisation of the shopping experience.

Expanding on its findings, the report notes that the concept of natural beauty ingredients is to be enhanced, with a more conscious approached to ingredients used – and a move to become more ‘local’ with ingredient sources.

Brands will need to find personality to ‘win’ over clients, and digital technology will influence the purchase of products – making shopping more personal.

Download the full report by clicking here.