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Cosmetics Consumer Insights

Cactus Mask
Cosmetic brands use cactus as a primary ingredient in their face masks
Trend - Cactus is being used as the base or highlighted ingredient of face masks that come in wash-off, leave-on, or peel-off formulations. This natural ingredient is known for being rich in vitamin E, which has been shown to offer healing and moisturizing benefits to the skin.

Insight - The skincare industry's competitive nature and constant need for innovation has resulted in some consumers feeling overwhelmed with the choices they have in this space. These consumers often turn to brands that highlight "natural" ingredients that they're already familiar with and therefore trust.
Workshop Question - How is your brand prioritizing natural ingredients?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lifting Skincare
Skincare brands are promising "lifting" results from their products
Trend - The cosmetics industry is becoming more diverse, and brands in this industry are now promising instantaneous and long-term "lifting" results from their products--including everything from serums to body lotions.

Insight - The increased sophistication of skincare formulas and their results has made more consumers seek out instant gratification when they're looking for effective products to add to their routines. Brands that are able to promise drastic results are appealing to the majority of consumers shopping in this space.
Workshop Question - How is your brand increasing the sophistication and efficacy of its product/service?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wine-Inspired
Skincare brands aim to capture the health benefits of wine
Trend - The high antioxidant content of wine is now inspiring skincare products that are made from the same, antioxidant-rich grapes that wines are made from. Products in this space include eye gels and serums.

Insight - As the average North American consumers' knowledge of skincare grows thanks to increased access to information online, more consumers are seeking effective products that they understand to be evidence-based. Brands that are transparent about the science behind their formulas will attract more knowledgeable consumers.
Workshop Question - How is your brand prioritizing transparancy in its branding?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Multipurpose Hair
Cosmetic brands release products that can be used on both hair and skin
Trend - Products related to hair and skin are typically sold as separate collections, but more brands are now releasing products that can be used to enhance both. Everything from multipurpose balms to spray powders for both the hair and body are now being sold by cosmetic brands.

Insight - When it comes to self-care, a lack of time can prevent busy consumers from partaking in all the rituals they'd like to. These consumers turn to brands that speed up the process of self-care by offering hybrid products and solutions that cut down on their routines.
Workshop Question - How is your brand prioritizing convenience for its customers?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Honey Serums
Honey-based help to soothe the skin
Trend - Cosmetic brands are using honey as a base for serums, as the natural ingredient is known for its soothing, anti-inflammatory, and humectant qualities that make it a well-rounded, healthy ingredient.

Insight - While there is now a huge market for skincare and science-based branding, there still exists a large portion of consumers who prefer familiar ingredients in the cosmetic products they choose to purchase. Brands that use and market natural ingredients will create trust with naturality-minded customers.
Workshop Question - How is your brand marketing to suit a wide range of consumers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Affordable Exfoliant
Drugstore brands create and market products that contain chemical exfoliators
Trend - Chemical exfoliators like glycolic, salicylic, and lactic acids have become hugely popular in the skincare space, and affordable drugstore brands are taking note but releasing their own chemical exfoliators and highlighting their skin-enhancing properties.

Insight - For many consumers, skincare has become a daily ritual that they study in order to achieve their desired results. Viewing skincare as a necessary aspect of their wellness routines, consumers are now much more aware of how ingredients in these products work, and turn to brands that are most effective at marketing those ingredients.
Workshop Question - How could your brand offer accessible solutions for its customer?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Antibacterial Care
Skincare products incorporate antibacterial elements into them
Trend - As consumers become more conscious of viruses and bad bacteria, skincare brands are addressing these concerns with products that are made or formulated with antibacterial ingredients that protect their skin.

Insight - The ongoing pandemic has resulted in consumers being more aware and conscious of their hygiene-related habits. With more people taking their personal hygiene seriously, brands are having to adapt to this shift in consumers' lifestyles.
Workshop Question - How is your brand addressing newly formed consumer habits and rituals?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Kombucha Cosmetic
Cosmetic items are being infused with kombucha for its probiotic benefits
Trend - Brands in the cosmetic space are taking inspiration from the popularity of kombucha as a beverage, and are infusing it into their products. Products in this space include everything from kombucha-infused foundations to shampoos.

Insight - "Natural" skincare is appealing to consumers as many perceive it as being more healthy for their skin. Brands that adopt these ingredients into their skincare and cosmetic products are therefore more likely to be trusted by consumers who prefer familiar ingredient lists.
Workshop Question - How could your brand take inspiration from adjacent industries?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Retinol Mask
Retinol is incorporated into skin-treating masks
Trend - Retinol is typically delivered to the skin in serum or cream formats, but the ingredient is now being incorporated into treatment masks in order to counter some of the drying and irritating effects that the powerful ingredient can have.

Insight - As consumers become more discerning with their skincare choices, they're increasingly looking to treat and prevent any possible concern that their skin may encounter. Brands that are able to combine benefits into one product are highly appealing to consumers who want short but effective routines.
Workshop Question - How is your brand combining benefits for its customers into one product/service?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabis Eye
The various properties of cannabis are infused into eye-targeted cosmetics
Trend - Brands in the cosmetic space continue to collaborate with the cannabis industry, and are now including various cannabis properties llike CBD into products that are made specifically for use around the eye.

Insight - In North America, the cannabis industry has seen immense popularity as the plant has become decriminalized or legalized. The added benefit of it being "natural" has made it popular due to the growing health and wellness movement in regions across the continent as well. Brands that collaborate with this industry are helping themselves maintain relevance among the average adult consumer.
Workshop Question - How could your brand collaborate with a growing industry to maintain its relevance?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends