"The right is the best" consumer demand will land

The 2020 pandemic has dramatically changed consumer behavior, and therefore, the 2020 beauty care trend will also re-examine the future of the industry from the perspective of consumer buying behavior and attitudes.

Mintel's new "2021 Global Beauty and Personal Care Trends" reveals and interprets four trends that will impact the industry in 2021. Looking ahead, Sharon Kwek, Associate Director of Global Beauty and Personal Care at Mintel, discusses how these key trends will impact the beauty and personal care industry globally, including the impact on manufacturing, businesses, brands and consumers.

1. A beautiful mind

Going forward, brands that encourage and normalize the fight against stress and anxiety through beauty routines during uncertain times will deliver long-term value to consumers. Brands that rigorously enforce safety standards can generate more confidence and attract new consumers with the security of reclaiming the retail experience. Brands also need to develop strategies for third-party experts who can help consumers understand the future of holistic health and understand mind-body-spirit self-care.

2. Value (re) assessment

As many consumers begin to reevaluate the necessities of survival, experiences will become more valuable than tangible products. If a brand wants to encourage consumers to shop, it needs to redefine the value of the product beyond price, and make consumers produce consumption behavior through purchase influence, convenience and quality. As consumers choose between different categories, flexitarianism will become more extreme. For brands to succeed, they need a clear understanding of what truly resonates with their consumer base, reducing customer acquisition costs and increasing the lifetime value of their products.

3. Digital leads channel innovation

Over the next 12 months, multiple, complex, personalized digital touchpoints focused on capturing the needs of individuals in their lives will drive customer loyalty and customer lifetime value. Brands need to develop strategies to move their business models towards private label websites that promote authenticity and challenge large markets where supply chains are not yet transparent. Brands can also leverage specialty departments to create a true omnichannel strategy that enhances the beauty experience by promoting the brand's commitment to the product from the perspective of trained, trusted professionals.

4. Beautiful ecology

With many consumers shifting their buying focus to their local communities and focusing less on price, brands will continue to partner with local businesses to support them with real, long-term strategies. By combining ethics and safety, catering to autonomous, prudent consumers and helping them avoid excessive risks of routine and non-routine, this will drive the evolution of the concept of "clean". Consumers move in and out of big cities and small towns, and their access to products and services will change as their priorities change. To encourage repeat purchases, brands need to invest in more diversified touchpoints and drive better product discovery.

Jane Henderson, Mintel's President of Global Beauty and Personal Care, said: "As experts in understanding what consumers want and why, Mintel Beauty and Personal Care Trends predict future consumer behaviour. Over the past decade, we have accurately predicted consumer and market trends that have shaped the global beauty and personal care industry. Our reputation is well-established, with more than 3,000 brands developing winning strategies based on Mintel's insights, timelines and advice. Today, Mintel will continue to lead the conversation!"

Mi Xiu, head of Tmall International beauty industry belt, believes that before and after the epidemic, the trend change of China's beauty personal care consumption & products shows the following keywords. "The first is' purity ', after the epidemic, consumers re-examine their lives and care more about nature and environmental issues. Quite a few products focus on their own formulations, eliminating unnecessary ingredients, 'less is more', reducing stimulation, and being as' pure 'as possible. Similarly, in terms of packaging materials, we are seeing more and more brands using sustainable, recyclable and degradable materials. Another key word is' constituent party '. It's not just about the focus on ingredients and simple stacking, it's more about using technology to make ingredients work, and we're seeing an upward trend in some of the theater brands."

The epidemic has had a significant impact on global supply chains and foreign trade imports and exports. In this regard, Tmall launched the "New World Factory" project to help realize the relocation within the industrial belt, complete the canning in the bonded zone (outside the customs) and improve efficiency. At the same time, for some small and medium-sized businesses and new brands, we also launched the "new big trade brand station", which lowered the threshold of entry, guided the flow of businesses, helped them get customers, and saved marketing costs.

The past ten years is the "golden decade" of the development of the United States industry, the current national products and imports have entered a comprehensive PK generation, referring to the future competition in the power of the competition, the product domain of the United States CEO Zhao Kun believes that the price and rate, appearance level, technology, marketing, consumer mind is the core. "The first is the price and the rate, the price of the big name will make the competition more fierce." The second is the level of appearance. The aesthetic of international brands has been precipitated over time, and domestic brands can seize the interest of the new generation of consumers for the connotation of national style, second yuan and literary style. The third is science and technology, international brands in formula, patents, ingredients and other aspects have some innate advantages, in fact, domestic brands have also begun to act. The new filing and supervision regulations that will be implemented from May 1 have brought pressure and momentum to the technological rise of domestic cosmetics - the best starting point is to fully and deeply meet the needs of consumers, rather than just staying in the form. The fourth is marketing. Domestic brands better understand the changes in consumer confidence and psychology, and can seize the previous waves of traffic dividends, and the upgrading trend of Kuaishou beauty brands is very obvious. The traffic platform should also pay more attention to the balance of international and domestic brands in the future, and meet the needs of consumers at multiple levels. Fifth, the consumer mind is the core, only to establish a real emotional connection with the consumer is the winning way. Domestic brands need to break through the situation of "easy to attack but difficult to defend", consolidate the foundation, dig deep moat, maintain quality and uphold the original heart."

Some skin care brands have also begun to pay attention to the field of natural ingredients in recent years, such as Sumi 37°, which focuses on the creation of natural fermentation ingredients, which integrates the three natural fermentation essence, the three fermentation essence, Cytosis ingredients extracted from more than 80 natural organic plants. Ferm Theriaca is inspired by the ancient Roman royal fermentation formula to help the skin improve its healing power. Ferm Arishta Gold is a two-stage fermentation technique that concentrates the precious nutrients. The scientific proportion of three fermentation essence gives the skin the rejuvenating power of anti-wrinkle, soothing and stabilizing triplex muscle. In addition, the 8-Miracle Repair formula with up to 15%* concentration contains skin care ingredients such as acetyl-hexapeptide-8, beta-carotene and niacinamide, which are accurately injected into the skin after fermentation, and achieve 8-dimensional transformation from the skin surface to the bottom of the muscle in just 7 days.

The Omorovicza brand originated from the Omorovicza family, descendants of the Hungarian royal family in the 19th century, and its founders collaborated with the Nobel Prize-winning dermatology laboratory to patent "Healing complex Factor" and "Mineral skin care Introduction technology", which allows mineral ingredients to be effectively introduced into the skin's epidermal layer through natural fermentation. Omorovicza has A strong focus on active ingredients in its skin care products, and following the successful launch of the "Daily VC Serum" in 2019, Omorovicza's second vitamin C-based product, ILLUMINEYE C Eye Cream, contains vitamin A/C/E, hyaluronic acid and a unique cell-active compound. It can revitalize, lift and tighten the eye contour, and has the effect of brightening, hydrating and filling immediately. What's more, the formula also contains a "precursor" of vitamin C - which is converted into vitamin C only after absorption by the epidermis, which reduces irritation and protects sensitive skin around the eyes from free radical damage. Another daily VC serum, with the same focus on ingredients, contains the powerful antioxidant Vitamin C in a stable form to help ward off environmental pollutants and free radicals.

The source of the big changes in cosmetics is consumers, and the future consumers will be more segmented, for the forecast of segmentation category innovation in 2021, Zhao Kun gave five predictions, the first is that the demand for efficacy skin care products continues to be strong, and this market is also subject to very strict regulation, which will be conducive to the healthy development of the industry. Precision skin care is a subdivision of effective skin care is very important to the long-distance track, "the right is the best" this slogan to begin to land. Secondly, there are many opportunities for innovation and cross-border integration of personal care products. Compared with skin care, consumers are more likely to accept personal care products in the efficacy and form of innovation, this area will be a sprint track for product innovation and emerging brands. Again, coagulate film and apply film. The coagulated film products focus on the gentleness of the product formula, the convenience of use, and the interesting packaging; Film products need to be adjusted in the range of low cost and customer unit price, we look forward to the emergence of more high-end products, can break the core raw materials, formulations and film cloth, including the popular 'pure beauty' concept, is also likely to take the lead in the coagulated film and film products have grown. Then there is the cultural boom, and the national tide will continue to exert power. It is necessary to dig deeper and more connotation of the elements of national tide to break the homogeneity. The last point is a variety of styles: laboratory, pure, national tide, light medical beauty... The highly dynamic and competitive environment in the beauty industry is hard-won and worth cherishing."