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Cosmetics Consumer Insights

Sesame Skin
Sesame oil is increasingly incorporated into skincare routines
Trend–Popular in various global cuisines, sesame oil is increasingly being recognized for its nutritious properties that can be transferred to the skincare space. Everything from creams to lip serums are now being infused with the non-comedogenic oil, touting benefits like anti-inflammation and acne-fighting.

Insight–With consumers now overwhelmed with the choices they have in the ever-expanding skincare and self-care industry, familiar and natural ingredients are being pushed to the forefront of discussions around daily skincare routines. This shift comes as more consumers look to pare down their self-care routines–sometimes referred to as "skip-care"–in an effort to get results in a way that's not harsh on the skin, and isn't time-consuming. The aim of using sesame oil in skincare products is to offer consumers both effective and trustworthy results.
Workshop Question — How could your brand enhance trust in its brand with familiar ingredients or elements?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pineapple Care
The skincare industry adopts pineapple as a key ingredient in products
Trend--Brands in the skincare space are touting pineapples as the main or key ingredient in their products--ranging from serums to overnight masks. Containing enzymes that are said to chemically exfoliate and brighten skin, the incorporation of pineapple into skincare is especially beneficial for brands from a marketing standpoint, as they're able to create branding that strongly resonates with consumers who are motivated by aesthetics in their purchase decisions.

Insight--Consumers' demand for items that prioritize "wellness"–wether that's in fitness, skincare, or food and bev– has often manifested in items that are branded with labeling like organic and natural. The idea that natural means healthier is now permeating even the chemical exfoliant space–where consumers with sensitive skin, or those who prefer informed but pared-down routines, are looking for alternatives to popular ingredients. Products like pineapple-based skincare aim to resolve some of those concerns for wellness-minded consumers.
Workshop Question — How could your brand cater to the wellness movement?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Matcha Haircare
Brands use matcha as a prominent ingredient in hair care products
Trend--Matcha is an emerging ingredient in the hair care space, with brands offering both topical and edible products that feature the finely ground green tea powder as a prominent ingredient. High in antioxidants, matcha can now be observed in everything from lattes to shampoos that aim to benefit hair.

Insight--Consumers are often faced with an overwhelming number of choices when it comes to skin and hair care products--and as a result many are now turning to natural ingredients that they already trust. The natural associations to "health" that matcha has resonates with the growing segment of consumers who prefer wellness and wellness-related labels on the products they purchase. The adoption of trendy natural food products into industries like haircare comes as consumers seek out trustworthy ingredients that they are already familiar with.
Workshop Question — How could your brand focus on natural products/services, or sustainability in general?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
All-in-One Care
All-encompassing skin and hair care products aim to pare down cosmetic routines
Implications - With Korean beauty now driving many cosmetic trends in North America, the latest is a paring down of daily skincare routines. K-beauty once made-famous the 10-step skincare routine, and with popularity of that has come the reactionary trend sometimes known as "skip-care". With this shift, brands are now offering all-encompassing skin and haircare products that promise to do the work of multiple–allowing consumers the same benefits as multi-step routines–but in a way that prioritizes convenience for those who find themselves without the time or motivation to complete drawn-out regimens.
Workshop Question — How could your brand simplify its product/service?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Fruit Water Infusion
Cosmetic brands incorporate fruit-infused waters into their products
Implications - Cosmetic brands are using fruit-infused waters as the base for products that range from serums to lip balms. These products come as consumers seek out natural forms of skincare that they feel are more trustworthy–all while offering effective ingredients that align with consumers' routines.
Workshop Question — How could your brand adapt to the consumer preference for natural purchases?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Holistic Affluence
Brands target luxury consumers in beauty & wellness through means of Naturality
Implications - As consumer’s personal wellbeing remains top of mind, brands are now curating mental and physical wellness products that incorporate more luxury properties like gemstones and crystals to appeal to those with a higher income. Decanters, yoga mats, and other products target affluent individuals who desire a sense of elevated status. This shift from traditional luxury products allows brands to develop new offerings for the wellness-seeking elite.
Workshop Question — How can your brand create new products that combine beauty, wellness, and prestige?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bio Glitter
Consumers find balance between sustainability and play with bio glitter
Implications - While glitter and sequins are great for adding glamor to clothing, cosmetics and parties, these plastic microparticles inevitably end up in our waterways, harming the environment. Today, innovation in biodegradable glitter allows consumers to play with glitter, without threatening marine life and the environment. This speaks to the willingness some consumers have to go out of their way to source sustainable alternatives to everyday products.
Workshop Question — What tiny thing does your company do to have a negative impact on the natural environment and how can you remedy this?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Compostable Cosmetic
Cosmetic brands focus on compostable ingredients and packaging
Implications - With conscious consumerism on the rise, some cosmetic brands are now prioritizing compostable or biodegradable packaging or ingredients in their products. As consumers become more selective in the items they purchase as concerns about climate change grows, brands are having to respond by aligning both with consumers' day-to-day rituals, and their personal values.
Workshop Question — How could your brand better align with its customers' personal values?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Quick Cosmetic
Cosmetic products are designed for quick application
Implications - With many consumers prioritizing quick morning routines, brands in the cosmetic space are reacting by offering products that speed up the process of applying makeup. Whether in multipurpose items or easily applied formats, this shift caters specifically to consumers who prioritize both convenience and quality in their daily rituals.
Workshop Question — How could your brand's product/service be made more convenient for its customers?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Patched Acne
Topical patches allow for more targeted treatment of acne lesions
Implications - Topical and targeted acne treatments are being infused into new formats–particularly in patches that can be applied to the affected area and left on overnight. These new formats interest consumers due to their novelty, and also enhance the perception of efficacy due to their more targeted approach to healing acne.
Workshop Question — How could your brand re-package its product/service in a new format?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends