Beauty Products to be Marketed as Affordable and Authentic in 2010

If 2009 was the year of ‘austerity chic’ in the beauty industry, look for some big changes to come. Mintel Beauty Innovation believes that manufacturers have spent the past year regrouping and formulating products that 1159237_makeup_3“merge science, nature and sustainability for better results and more eco-​friendly formulas and packaging.”  Manufacturers think women are once again ready to spend on beauty products and according to Mintel’s forecast, the following trends will influence the industry in 2010:

Mood Beauty

New products will extend beyond strategies such as aromatherapy to improve consumer moods. Manufacturers will introduce products that “make use of textures, temperatures or sounds that affect the mood.”

Nu Natural

Consumers may not have opened their wallets wide enough for beauty products that were certified organic. In 2010, look for creams and lotions that promise “authenticity, provenance and local production.”


Playing on consumer concerns about damage from the sun or other extreme environmental conditions, manufacturers will market beauty products as a way to maintain a barrier from negative elements.

Turbo Beauty 4G

While 4G might sound vaguely like a high-​tech mobile phone, Mintel analysts believe beauty purveyors will emphasize the latest scientific findings when it comes to new products. Nanotechnology will make its way into skincare solutions that consumers may mix at home. At the same time, more alternatives to non-​invasive cosmetic surgery will be marketed to the masses who, until now, could not afford these products.

All of these changes should add up to big marketing dollars and higher sales in the beauty product industry.

[Source: Mintel Predicts Global Beauty Trends for 2010, 12.08.09 release] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.