Category
Lifestyle
Assisted Choices
Trend cluster
Category
Beautifying
Water
Topical or ingestible waters enhance the appearance of skin.
3.8
Trend score
Trend
What is the Beautifying Water trend?
Beautifying Water: “Beauty waters” are an emerging trend in the cosmetic space that are simply waters with multiple skin-enhancing benefits—from hydrating and protecting to diminishing pores. These waters offer simple and convenient solutions to the various skin issues consumers have, and are either consumed or applied topically.
Insight
The consumer insight behind the Beautifying Water trend
With the skincare space being as popular as it is, more consumers are knowledgeable of the various ingredients that are popular in this space, and work for their specific skin types. However, there remains a group of consumers who prioritize simple and convenient forms of skincare that don’t require excessive research to understand,. These individuals opt for simple products that theyr’e familiar with—including waters, natural ingredients and simple branding.
Trend themes
Themes within the Beautifying Water trend
Three behaviours holding the trend together01
Beauty Waters
The emergence of 'Beauty waters' which are topical or ingestible water-based cosmetic products, providing skin enhancing benefits
02
Functional Beverages
The trend for functional energy drinks/beverages that offer health & wellness benefits, fueled by natural ingredients and botanicals
03
Biphasic Beauty Products
An emergence of beauty products that combine water and oil in their formulas to provide dual benefits of hydration and moisturization
Industry implications
What the Beautifying Water trend means for industry
Where the trend changes the playbookFor
Cosmetics and Personal Care
The cosmetics and personal care industry can explore the growing trend of 'Beauty waters' to create innovative products that offer simple and convenient skincare solutions
For
Health and Wellness
The health and wellness industry can tap into the trend of functional energy drinks/beverages to create beverages powered by botanicals, with wellness and health-supportive properties
For
Food and Beverage
The food and beverage industry can explore the trend of collagen-based drinks to create low-calorie, high-protein, naturally sweetened beverages to cater to calorie-conscious consumers
Workshop question
How is your brand offering simple solutions for its customers?
Trend signals
Trend signals for Beautifying Water
Trend score 3.8 out of 10, from popularity 56%, activity 48%, freshness 9%.
Popularity56%
Activity48%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Beautifying Water trend
5 featured examples from Nov 17, 2018 to Dec 11, 2020CategoryFashion
Collagen-Based Carbonated Beverages
Luster and Lum Recently Launched the Sparkling Collagen Water
The beverage industry may explore new product lines with added collagen for its potential health benefits.
CategoryLifestyle
Functional Energy Waters
Juni Offers Refreshing Botanical Drinks for Calm, Focus and More
The beverage industry can capitalize on the growing demand for functional drinks with botanical ingredients.
CategoryFashion
Amazake-Inspired Beauty Smart Waters
The Waso Beauty Smart Water Boasts a Three-in-One Function
The skincare industry can capitalize on the trend towards multi-functionality and traditional ingredients by incorporating fermented ingredients and other unique cultural practice…
CategoryFashion
Lightweight Sun Care Sprays
Vichy's Capital Soleil Protective Water Combines Oil and Water
The sunscreen industry can explore disruptive innovation opportunities by developing lightweight sun care sprays.
CategoryFashion
Smoothing Rose Skincare
Touch In Sol's Priming Water Boasts Bulgarian Rose Oil & Rose Water
The skincare industry can take advantage of the trend towards rose-infused products to differentiate themselves and appeal to the wellness-conscious consumer.
