9 April 2015

Beautycare to follow changing weather conditions

Mintel Beauty & Personal Care (BPC) has identified seasonality as a new global beauty trend. The concept refers to how specific weather conditions defines beauty regimens.

Source: Mintel website.

According to Mintel BPC, seasonal products accounted for as many as 11.1% of all beauty and personal care launches in 2014, up from 9.8% in 2011. Additionally, seasonal facial skincare launches rose from 0.5% of global launches in 2009 to 1.2% in 2014.

Jane Henderson, Global President of Mintel’s Beauty and Personal Care Division at Mintel, said, “Our research shows that consumers are becoming increasingly aware of – and concerned about – how changes in the environment are affecting the condition of their skin and hair. Already, beauty manufacturers have started to go beyond taking simple seasonal approaches geared to public holidays or gifting occasions and instead are taking on the elements within their product innovation.”

Highlighting a gap in the market, Mintel’s exclusive consumer research reveals the strong global consumer demand for skincare launches that tap into changing seasons. Almost half (48%) of Chinese female facial skincare users choose products from different brands in different seasons.

Vivienne Rudd, Director of Insight, Beauty and Personal Care at Mintel, said, “A new generation of winter care products offer additional care and hydration for the skin. These tend to target dry or very dry skin and mention cold, dry weather. However, the future will see the arrival of boosters that address cold, damp weather as well as the extremes of dryness. Meanwhile, extreme summer conditions are calling for products which protect the skin from heat and humidity as well as UV damage, and which build up resilience against the forthcoming autumnal changes. By creating these seasonal options, brands have a chance of building year-round loyalty.”

Seasonal haircare is coming to the fore, Mintel notes. “Today, we have a number of generic seasonal skincare and haircare launches, but in the future we expect a new generation of products targeting specific skin and hair issues. These product introductions have the opportunity to address concerns that have arisen due to climatic conditions and seasonal stresses, varying their textures, building up seasonal ingredient profiles and selecting appropriate fragrance blends,” Rudd said.

“Seasonal approaches in beauty also extend to ingredients harvested at the most opportune time, while seasonal boosters and complementary teas and tonics will join mainstream collections. The seasonal issue will have an impact on global launch programmes. With the seasons arriving in different geographic zones at different times, colour cosmetics brands will have to take a more time-sensitive approach to their seasonal colour stories, while skincare and haircare brands may have to stagger their launch programmes more accurately. Beauty brands will also take cues from localised seasons such as the Monsoon in Southeast Asia to launch relevant and eye catching products.”