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Fashion Consumer Insights

Sustainable Serum
Serum formulas incorporate eco-friendly ingredients to promote sustainability
Trend - Skincare brands are getting involved in sustainability not just in packaging, but in cosmetic formulas as well. Serums that incorporate sustainability-focused ingredients are allowing consumers to take care of their skincare needs in a way that's environmentally conscious.

Insight - Sustainability has become more important to consumers, and will be for years to come, as environmental consciousness becomes more crucial to the future of the planet. Right now, more consumers are making micro lifestyle changes in order to lessen their impact, and are turning to brands that help this process along.
Workshop Question - How is your brand prioritizing sustainability?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Hybrid Serums
Serums boast moisturizing ingredients, reducing steps in users' skincare routines
Trend - Serums are traditionally used before moisturizers in order to deliver potent, treatment-focused ingredients to the skin. Now, they're also incorporating moisturizing ingredients so that users can skip the extra step of applying an occlusive after they've cleaned and treated their skin.

Insight - Standard skincare routines have involved multiple steps in recent years, and now some consumers are aiming to pare down their routines in order to achieve maximum results with minimum effort. Hybrid products are becoming more popular as consumers seek out effective products that also prioritize convenience.
Workshop Question - How is your brand balancing efficacy with convenience for its customers?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nourishing Shampoo
Dry shampoo formulas are made with hair and scalp-benefitting ingredients
Trend - While standard dry shampoos are made only to absorb oils and improve the appearance of hair, some brands are breaking away from that sole purpose by including nourishing, scalp and hair-benefitting ingredients that actually improve the quality of hair over time.

Insight - As consumers face unprecedented choice in the self-care space, whether that's in skin, hair, or beauty industries, they seek out products that offer the most benefits. These products stand out in oversaturated markets for offering even more than what consumers are looking for, and help them make easy decisions on what to purchase.
Workshop Question - How is your brand enhancing its product with additional benefits?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Sleep
Clothing brands release eco-friendly sleepwear collections
Trend - Sustainability is now being adapted by brands that offer sleepwear, with clothing options that are made from environmentally friendly materials. These products cater to consumers who are adapting their overall lifestyles to be more eco-friendly.

Insight - Sustainability has come to the forefront as the future of fashion as environmental damage due to overconsumption has led to catastrophic damage around the world. Now, more consumers are just as concerned with how sustainable their clothing is as they are with how it looks aesthetically.
Workshop Question - How is your brand authenticlly prioritizing sustainability?
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sea Moss Care
Sea moss enters the personal care industry in the form of cosmetics and supplements
Trend - Sea moss is becoming the newest "natural" trend in the personal care space, with everything from skincare products to supplements incorporating the ingredient for its soothing and energizing benefits.

Insight - Consumers' trust in "natural" ingredients comes from the familiarity these ingredients offer them. Knowing that something is grown outdoors with limited processing makes them more comfortable with applying it topically, or ingesting it. Brands that use and market natural ingredients are therefore more trustworthy to these consumers.
Workshop Question - How is your brand establishing trust among its customers?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cryo Cream
Topical skincare products aim to mimic the effects of cryotherapy
Trend - Cryotherapy is used as both a medical and beauty treatment, and brands in the skincare space are now using the cold therapy as inspiration for topical skincare, like masks and creams, that aim to reduce facial inflammation and redness.

Insight - As skincare becomes more niche and even personalized to consumers' individual interests, constant innovation in this space is increasingly expected--particularly by consumers who are highly educated about skincare. Brands that are able to stand out with their benefits, claims, formulas or ingredients are now rare in this industry, and therefore highly coveted by consumers.
Workshop Question - How is your brand able to stand out in a saturated market?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Natural Cleanse
Dandruff-fighting products adopt natural ingredients
Trend - Dandruff-fighting products are now including and highlighting their natural ingredients, functioning as less-harsh alternatives to common anti-dandruff ingredients like salicylic and zinc pyrithione.

Insight - When it comes to skin and hair care, more consumers are turning to ingredients they consider "natural"--often fruits, vegetables, and various plants. Due to their familiarity, these ingredient are considered more trustworthy for consumers who prefer gentle formulas.
Workshop Question - How is your brand creating trust with its customers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Slow Skincare
Slow-release skincare formulations help prevent damage and prioritize longevity
Trend - Skincare brands are becoming more creative with their formulas with slow-release technologies that ensure that active ingredients are delivered to the skin gradually--ultimately preventing any harsh changes or damages to the skin.

Insight - As the skincare industry continues its expansion and influence on consumers' lives, the market has become saturated with products from numerous brands. Overwhelmed with these choices, consumers are turning to the most innovative and standout formulas that grab their attention, while promising the most effective results.
Workshop Question - How could your brand innovate its products' formula or format?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Milk Care
Goat milk is used as a base or additional ingredient in various skincare products
Trend - Skincare brands are getting more creative with their formulas, now offering products that contain goat milk. These products claim to better hydrate and soothe skin that has issues with dryness or sensitivity.

Insight - The skincare space is now extremely competitive, with brands either opting for science-focused branding, or ingredients and branding that prioritize "natural" care. The latter option is especially accessible for consumers who are new to this space, as familiar ingredients are automatically more trusted.
Workshop Question - How is your business using branding to establish trust?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Multi-Use Hair
Hair products that promise several functions and benefits are more popular
Trend - Brands in the haircare space are promising easier routines with all-in-one hair products with multiple benefits. These products include everything from creams that both style and treat hair, to sprays that strengthen, detangle and de-frizz.

Insight - For the consumers who prefer pared down self-care routines, cosmetic and haircare industries can be overwhelming. These consumers tend to prioritize convenience over extensive daily rituals, and gravitate towards brands that are able to offer them that convenience without sacrificing quality.
Workshop Question - How is your brand catering to consumers who prioritize convenience?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends