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Fashion Consumer Insights

Marshmallow Makeup
Marshmallow root is increasingly used as a healthy base for cosmetic products
Trend--With its anti-inflammatory and hydrating properties, marshmallow root can be seen popping up in brands in the makeup industry. The herb has been used in various medicinal practices around the world, and its inclusion into North American makeup products comes with the rise of "natural" skin and cosmetic care.

Insight--Consumers are increasingly seeking all-encompassing approaches to healthcare as globalization and demographic shifts introduce new practices and products to regions in which they haven't been as present. These products merge tradition with the trends that are popular today, catering to consumers who value both historical and modern forms of achieving wellness.
Workshop Question — How could your brand balance both traditional and modern values or practices?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Custom Hair
Customized hair care products allow for more targeted care
Trend–Brands in the hair care industry are increasingly offering personalized options, whether those are for topical hair-enhancing products or ingestible ones.

Insight–As consumers become accustomed to market oversaturation in the self-care space, brands are increasingly turning to personalization to set themselves apart. The preference for personalization comes with consumers' desire for purchasing items based on how exclusive they are, even in cases where they're affordable. Having products that are customized for the individual enhances their perceived luxury in the eyes of the consumer.
Workshop Question — How could your brand adopt personalization into its product/service?
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Micronutrient Beauty
Micronutrients are used to market edible and topical cosmetic items
Trend—Ingestible and topical skincare items are being infused and labeled with “micronutrients,” the various vitamins and minerals that are required to maintain health. “Micronutrients” functions as an umbrella term that can be used to imply the nutrient-rich ingredients in these cosmetic products.

Insight—As consumers become increasingly concerned about their health, their knowledge of the ingredients required to maintain it grows. The term “micronutrient,” from a branding perspective, is able to establish trust for the products that consumers choose to purchase to maintain their physical appearances. This follows an overall arc that consumers have followed, where the "natural" associations they make with food-based skincare ingredients give them more confidence that they're not doing harm to their skin when going through their self-care routines.
Workshop Question — How could your brand use branding to establish trust from consumers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessorized Tech
Fashion and Tech merge to create subtly stylish and function accessories
Implications - Seeking to further align with consumer lifestyle habits, brands are adapting product designs and aesthetics to be more easily integrated into consumer rituals. Brands, often outside the technology space, are re-designing and adapting their products to be more inclusive of tech and smartphone needs. Offering features like outlets for charging or programmable elements, these examples speak to the desire to not only offer more functional product benefits, but products that better align to daily consumer needs and rituals, often through more hybrid design solutions.
Workshop Question — What do your consumers value most in their day-to-day rituals? How might you target that need more prominently in your products or services?
8.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
Contemporary Supplement
Modern "lifestyle" supplements are made more affordable
Trend–With vitamins and supplements now being adapted to suit modern preferences–with contemporary branding and personalized sets or formulations–prices for these items are often inaccessible for most. This is changing with emerging brands in this space offering the same modernized formats, but at reasonable pricing–giving a wider range of consumers access to these products.

Insight–The wellness industry has often been associated with "luxury" and a specific lifestyle that goes with it, however, consumers are increasingly expecting brands to democratize luxury goods in a range of industries. With successful brands in industries like skincare and fashion now affording once-expensive items at more reasonable prices, consumers are increasingly becoming accustomed to giving off the perception of luxury on platforms like social media–without having to spend as much money. The natural progression is for this shift to occur in the wellness space, with brands now having to prioritize both function and accessibility when it comes to offering more "elegant" collections.
Workshop Question — How could your brand make its products more cost-accessible to the average consumer?
7.1
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