Beauty in Transition
The beauty market is transitioning as women fall out
of love with the cosmetic beauty model.
Tomorrow's beauty market will rest on three pillars
– wellness, technological and cosmetic beauty.
Scientific skincare now displacing traditional
Wellness and technological beauty are guaranteed to be the next
big skincare trends. The beauty market which, until recently,
was almost exclusively cosmetic, will rest on the three pillars of
wellness, technological and cosmetic beauty for the
foreseeable future. Although both new beauty pillars have originated
from outside 'the cosmetic box', they have been the growth
drivers of the skincare market.
Women worldwide are falling out of love with, and moving away
from, the cosmetic beauty model. They are willing to experiment with
alternatives which, they believe, can deliver dramatic
their skin condition and appearance. This change happened under
as both wellness and technological beauty
were popularized by spas tapping into a
rich seam of consumer demand and market opportunities.
Wellness has been competing for beauty spending for many years.
It was early 2000 when we first noted that salon professionals
(in the US
were providing wellness or 'beauty from within' services.
Beauty spas were the platform which rolled out innovative treatments
based on reducing stress or increasing energy to deliver a
younger looking skin. Since then we have been documenting how
changes in buyer behaviour created a sector worth billions.
More recently, and at the other end of the spectrum, it is
which is transforming the inherited (cosmetic) beauty culture.
Here, devices and tools (e.g., cleansing brush, IPL, laser) are
being incorporated into daily skincare regimes because they
deliver effective and efficient results. The era of the
superfacial has arrived. But as long ago as 2006, we
identified that devices were being added to spa treatment protocols
because of dissatisfaction with traditional products. Demand for new solutions
was so widespread that we called it the
Changes in spending will transform companies'
fortunes because skincare can account for up to 50% of all
beauty product sales in some key markets. Wellness and
technological beauty are already impacting on what
many people want from their products, making even the most
conservative of cosmetic beauty buyers more
open than ever to new skincare technologies and formulations.
Our research shows that consumers in mature markets are adopting
new products while their counterparts in developing markets
are taking their own traditions with them.
has been both the engine and beneficiary of this market change.
It is displacing cosmetic products traditionally used for
facial care (especially cleansing and moisturising).
Scientific skincare developed under the radar and so remains
somewhat misunderstood by the industry. For starters this is
really an umbrella category which melds cosmetic, medical and also
natural skincare. In consequence, the value of scientific
skincare sales has been seriously underestimated because so
many small players account for, in aggregate, a significant
Contact us for fuller information on our end of year Compilation of Skincare
Trends Report which includes 1) Scientific Skincare, 2)
Wellness / Beauty from Within and 3) Technological Beauty.