Mintel Beauty & Personal Care (BPC) has announced the key trend set to impact global beauty consumers in 2014: Mixologiste. Blurred lines between beauty technology are becoming increasingly common, with overlaps between skincare, hair care and color cosmetics. Combining the most exciting technology and marketing from more than one category, manufacturers are creating new combinations with new products, packaging, marketing and merchandise.
“Mixologiste is fast becoming the stand-out trend that spans all beauty and personal care categories. This is a key mega trend, in development for the last year or so, but we are set to see it really accelerate in 2014. While manufacturers have worked with multifunctionality for a number of years, we are now seeing them take inspiration from completely different categories to create new products and marketing messages. The huge success of BB creams has led manufacturers to think about how they can build on their existing portfolios and add excitement to sometimes saturated sectors. New combinations will continue to evolve, resulting in new products, packaging, marketing and merchandising. This will add a new sense of excitement to the market and will drive innovation in the year ahead," said Jane Henderson, global president of Mintel’s Beauty and Personal Care division.
Mintel’s exclusive consumer research highlights the popularity of multifunctional make-up in the U.S., with as many as 70% of U.S. females expressing an interest in multifunctional lip products, and 65% showing interest in multifunctional facial coverage products, for example those which combine the benefits of foundation and concealer. And while saving time and cost are highlighted as the benefits of these products, the research shows how time-poor U.S. consumers perceive time-saving (68%) to be a greater benefit than reduced costs (63%).
Looking to 2014, Mintel’s leading beauty and personal care analysts examine how Mixologiste has impacted the key areas of haircare, skincare, colour cosmetics and fragrance:
- "It's an exciting time for color cosmetics, which have extended their scope into some unexpected areas. Hair chalks blend make-up with temporary colorants, primers now extend to pre-styling treatments and CC creams have moved beyond facial color cosmetics into nail care, lipsticks and even haircare. The coming years will see even more developments as manufacturers build on the excitement and pique consumers' interest in more adventurous formats and claims," according to Vivienne Rudd, director of insight, Beauty & Personal Care says.
- “Newly launched hair BB creams that promise to protect and reinforce hair fiber are being inspired by the growth of skin BB creams. Hair perfumes offer both a standalone product and an extension to fragrance ancillaries and a bath & body collection. Besides leaving hair smelling fresh, they also protect hair against UV damage, color fading, helping consumers retain maximum moisture, condition and nourishment. Recent innovation in haircare has also been inspired by make-up products. We now see hair style-extender that locks hair style for a longer time and hair foundation for hair touch-up treatments," according to Mohamed Omer, global haircare analyst.
- “Skincare has an opportunity to cross-over into any number of beauty categories. We’ve already had BB, CC and even DD creams, with EE creams set to make an appearance too. The first treatment fragrances have already hit the market, and textiles and food and drink are making growing use of skincare actives too. In the future, we will see targeted skincare delivery systems through fabrics, fragrances and food, and further work on hybrids that bring together skincare, devices and diagnostics," said Christopher Lindsley, global skincare analyst.
- “Consumers are increasingly looking for added value in beauty products and fragrance is no exception. In the fragrance field, there is room to innovate by extending the category to new formats and added benefits. We expect hair fragrances to offer more than scent with targeted and time-release delivery of specific benefits such as antioxidants, vitamins, pigments and UV filters. Other formats like scented skincare products and fragrance for clothes are still untapped but have potential to grow the fragrance offerings,” said Emmanuelle Moeglin, global fragrance analyst.
And it seems it is not just multi-use products set to impact the future, but also complementary categories.
“New technology will offer even more exciting hybrid products going forward, innovation will come not only from beauty but from complementary categories such as textiles, devices, sensors, 3D and 4D printing, food and drink and automotives. Of particular interest are new delivery systems and packaging, both of which will see significant advances. These will impact most beauty categories, but the sharpest focus will be on skincare, haircare and fragrance,” concludes Vivienne Rudd.
To learn more about beauty products buyers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.[Source: Mixologiste/Mintel Beauty & Personal Care (BPC). Mintel. 10 Dec. 2013. Web. 12 Dec. 2013.