Welcome back to another trend report, this time we’re breaking down all the things that are dominating the personal care sector.
As we gradually rely more on tech, brands can guide consumers with how to use it. AR mirrors have already dominated the beauty sector, so personal care needs to find something that suits the tech needs of its consumers.
48% of UK consumers who used sun cream said they’d like a complimentary app that helped them track changes in the skin and moles. People are already asking for tech that doesn’t exist yet, so the brands that answer these problems will come up on top.
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Customers are increasingly aware of what goes into products and trust natural things they recognise more than synthetic chemicals.
Within the sector, one demographic is driving serious sales: men. Having been slow to join the beautician movement, they’re finally developing routines and favourite products.
Whether it’s beard oils or moisturisers, men are no longer looking for one product that does all. Brands should move towards more gender-neutral marketing or promote products that target specific needs.
Skincare has really taken off over the past few years and now people are realising that the skin all over their bodies need pampering. A lot of classic skincare products are coming to the personal care market.
Masks for legs and exfoliating scrubs all already exist and we think more brands will broaden their skincare offering to include the whole body.
After the images of our polluted oceans circled, consumers are taking active approaches to reduce waste. And this means personal care products are now highly scrutinised.
Packing that’s made from recycled materials is particularly popular, but many luxury brands struggle to fit it into their branding. The option here is to use easily recyclable materials like glass.