Global beauty trends 2018

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Biotechnology, together with a resurgence of local wisdom, will help brands face up to the challenges created by environmental issues. 
- As consumers across the world are creating their own definitions of beautywhich look beyond age, gender, and body type, brands that try to appeal to the ‘mass’ will miss the mark. 
- Beauty consumers won’t just want to look good, but feel good too, by going beyond the logo and investing in brands with a personality and purpose to perform good deeds. 
- Beauty brands will be watching consumers’ every move, as digital technology drives unprecedented customisation of the shopping experience.

Looking ahead, Vivienne Rudd, Director of Global Innovation and Insight, Beauty & Personal Care at Mintel, discusses the major trends set to influence the beauty and personal care sector worldwide, including implications for consumers, brands and manufacturers.

Playing Mother Nature

The concept of natural beauty ingredients is expanding in an ever-changing world; brands will give Mother Nature a helping hand by encompassing local approaches and developments in biotechnology.

With evolving consumer demands and climatic changes around the world, the beauty and personal care industry’s approach to natural and sustainable ingredients must adapt. A move to become more ‘local’ in terms of ingredient sources will create opportunities for consumers to protect and preserve resources within their surrounding environment. In the coming year, the possibilities for creating safe, allergen-free, pure, and efficacious ingredients through science could replace the harvesting of natural ingredients. Local sourcing and production of ingredients will become essential in the years ahead, strengthening the idea of local pride – not just with brands and manufacturers, but with consumers too.

My Beauty, My Rules

Brands will stop targeting consumers based on their age, gender, or body type as consumers increasingly demand personalised beauty defined on their terms.

In the past, brands had sole control over what defines beauty; however, perceptions of beauty based on age, gender, skin, hair, and body type are changing as today’s consumers take control of how beauty is defined. The ever-evolving perception of beauty will see the removal of labels that are based on simple characteristics and will transform the way consumers look at their skin, hair, and body types. In 2018 and beyond, beauty consumers will demand that their individual needs are answered with options or customisable beauty. Brands will embrace inclusivity and address individual beauty concerns which will result in more customisation and personalisation of products.

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