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Fashion Consumer Insights

Mood Cosmetic
Mainstream cosmetic brands tap into the power of aromatherapy
Trend - With smaller artisanal brands known for their focus on aromatherapy becoming more popular, corporations with more mainstream audiences are taking notes. These brands are now offering cosmetic items with mood-boosting benefits.

Insight - As consumers turn to beauty and self-care rituals that prioritize function as much as they do overall experience, they're more likely to seek out smaller brands that have the capacity to innovate in the wellness space. With large traditional organizations typically lagging when it comes to experimentation and experience over function and branding alone, consumers seek out brands that prioritize their more modern preferences.
Workshop Question - How is your brand appealing to more unique tastes and preferences?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Açaí Cosmetic
Açaí is incorporated into makeup products to enhance their benefits
Trend - Known for being a "superfood," açaí berries are now being incorporated into cosmetic items in order for brands to tout their benefits past masking imperfections. Products incorporating the superfood range from foundations to mineral powders.

Insight - When it comes to cosmetic products, consumers are looking to save time on self-care by prioritizing products with beneficial ingredients that simultaneously mask imperfections and enhance preferred features. Where before makeup was primarily used to transform the appearance immediately, it's now also used as a supplement to skincare so that consumers can feel better about purchasing these items and wearing them on a regular basis.
Workshop Question - How is your brand enhancing the benefits and functions of its product/service?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Serum Hybrid
Cosmetic products are adapted with serum-like formulations
Trend - Makeup items are coming in serum-based formulas to enhance both the appearance of the face, as well as the benefits the products are intended to have. These cosmetic serum hybrids include everything from liquid blush to highlighting pens.

Insight - When it comes to personal care, many consumers opt for streamlined routines that offer them maximum benefits with minimal effort. These individuals turn to hybrid products that ensure their routine remains simple and efficient--all for the purpose of saving time as they go about their busy lives.
Workshop Question - How is your brand prioritizing consumers who want to streamline their routines?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Serum Cleanser
Facial cleansers are formulated with ingredients common in serums
Trend - Despite only being on the skin for a brief amount of time, facial cleansing products are being adapted with active ingredients that are commonly found in targeted serums. Creating serum-like formulas and consistencies boosts the perceived efficacy of these products.

Insight - When it comes to skincare, consumers are increasingly researching and seeking out specific ingredients, rather than simply trusting the promises made on cosmetic labels. This more thorough and well-rounded approach to personal care has made it so that customers expect quality and target ingredients in all the products they purchase as part of their self-care routines.
Workshop Question - How is your brand adapting to the needs of the more informed consumer?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Editorial
Photoshoots at home are being prioritized by brands in the fashion industry
Trend - Many fashion brands and magazines are continuing their operations during the COVID-19 pandemic with creative photoshoots that are staged at home. This venture, which is heavy on the DIY aesthetic, depicts models and even employees of the label or magazine in their personal quarters.

Insight - The economic restrictions that were imposed by many governments during the COVID-19 outbreak are putting a halt to the operation of businesses across industries. Still in full effect in some countries, consumers are eager to experience a sense of normalcy by seeking out ways to engage with activities and content that were previously available to them pre-pandemic. This does not only afford individuals some comfort, but also serves as a form of entertainment and connection.
Workshop Question - Conceptualize an at-home campaign that will work for your brand.
8.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Exfoliated Scalp
Brands offer scalp scrubs designed for people with curly or textured hair
Trend - Many scalp scrubs on the market are designed for people with oily hair and scalps, however people with natural, curly and/or textured hair also require scrubs to remove product buildup and deep clean. Brands are increasingly catering to individuals with these hair types by offering more hydrating and moisturizing options.

Insight - When it comes to personal care, brands understanding individual needs is crucial in order to support the routines of as many consumers as possible. People with varying skin and hair types require different products and ingredients, and many find themselves turning to DIY options in order to target their specific needs. Brands that are able to address these varying needs are inevitably appealing to more consumers.
Workshop Question - How is your brand addressing the varying needs of its customers?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Clean Cosmetic
Black and POC-owned cosmetic brands accommodate clean and vegan preferences
Trend - The steady growth of cosmetic brands owned by Black and people of color has resulted in a more diverse and inclusive market. Many of these brands are also opting for natural, vegan or clean formulations that give consumers peace of mind when it comes to what they put on their skin.

Insight - When it comes to both the cosmetic and food industries, the label "clean" is increasingly popular among consumers. People are more concerned now with the ingredients of the products they choose to purchase, and knowing that they'll react well to their specific needs. The appeal of natural, vegan or clean products is that it creates a sense of trust between the brand and the consumer.
Workshop Question - How is your brand prioritizing inclusive, "free-from" products?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Ingredient
Black-owned businesses are bringing heritage ingredients to the beauty market
Trend - Black-owned business founders are tapping their heritage to make traditional African ingredients and practices available in the North American market. Although some of these ingredients have been co-opted by bigger brands, Black-owned companies stand out by offering support to native communities and using language that utilizes terms in-tune with the region of origin.

Insight - Since there is a gap in the North American market for answering the beauty needs of Black people and people of color, many consumers from these demographics turn to familiar self-care traditions that they have inherited from their home country or their families. As a result, a desire for products with specific cultural heritages arises. For consumers in this space, authenticity and knowledge of ingredients and practices takes precedence and this motivates many to put their trust in businesses with ties to the country or countries in question.
Workshop Question - How might you revamp your business practices internally to be able to introduce a product with an authentic cultural experience?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hyperpigmentation Centric
Cosmetic brands target skin concerns among people with darker skin tones
Trend - Black and people of color tend to have specific skin concerns, including hyperpigmentation that comes as a result of excess melanin production from acne or sun damage. These concerns are being targeted by some cosmetic and skincare brands, with products that are specifically formulated to suit darker skin tones.

Insight - Despite the different needs of people with lighter and darker skin tones, in North America the former is typically served while people with the latter skin tones have to make do with formulations that aren't designed for them specifically. This is changing as black-owned businesses offer more targeted products, and black and POC consumers demand that their specific concerns are also addressed by the market. The success of this hyper-specific targeting can be observed in the precedents set by brands that are leading the way in diverse representation in the cosmetic space.
Workshop Question - How could your brand better address the needs of a more diverse group of consumers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Brainy Beauty
Scientists are emerging as a new sector of micro-influencers in the beauty industry
Trend - A new type of influencer is emerging, one with a smaller reach but more engaged listeners: 'beauty science' influencers. These podcasters—who are trained cosmetics chemists with experience in the industry—are helping consumers sort fact from fiction and fighting misinformation in the beauty industry.

Insight - Since the expansion of the internet and the ease at which information can be shared, consumers no longer trust the vague claims household brand names make about skin improvement at face value. This demographic is doing its own research and are looking to experts in the field to give them reliable skincare recommendations. Not only are these experts more credible due to their education, but are deemed as trustworthy since they aren't affiliated with a certain brand.
Workshop Question - How can your brand leverage the scientific community's reach when targeting your consumers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends