Cosmetic brands infuse unlikely products with the benefits of clay
Trend - Clay has historically been used in mask form to help purge the skin of impurities and draw out oil--and it's now being adapted into alternative formulas. Everything from deodorants to makeup are now incorporating clay for its various skincare and textural benefits.
Insight - Consumers' interest in cosmetics and skincare is currently fueled by social media trends and the desire to experiment in a post-pandemic world. The growing focus on ingredients comes from the increasingly widespread availability of information consumers now have in this space--prompting brands to highlight ingredients in order to back up their product claims.
Insight - Consumers' interest in cosmetics and skincare is currently fueled by social media trends and the desire to experiment in a post-pandemic world. The growing focus on ingredients comes from the increasingly widespread availability of information consumers now have in this space--prompting brands to highlight ingredients in order to back up their product claims.
Workshop Question - How could your brand better cater to the informed consumer?
Trend Themes
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Clay-based Beauty Products — The trend towards incorporating clay into skincare and cosmetic products for its various textural and skincare benefits inspires innovative breakthroughs such as these clay-infused cream eyeshadows.
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Ingredient-focused Products — Consumer interest in learning about skincare and cosmetic ingredients continues to rise while brands continue to highlight ingredients in product promotions. An example of this is Wildcraft's 100% natural deodorants that focus on addressing common concerns without potential irritants.
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Versatile Clay Formulas — Clay has been used since ancient times for its detoxifying abilities, but new versatile formulas are created to cater to modern life. The Bl'eau Hydrating Glacial Clay Cleanser doubles as a clay mask and spot treatment while the MOB Beauty's Cream Clay Eyeshadows offer a unique semi-powder dry down as you blend.
Industry Implications
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Beauty and Personal Care — In the beauty and personal care industry, incorporating natural ingredients and creating versatile formulas that can cater to various concerns can be a potential avenue for sustained growth and innovation.
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Sustainable and Ethical Cosmetics — With the increasing focus on ethical and eco-friendly manufacturing, companies can focus on products that use ethically sourced and biodegradable ingredients, like MOB Beauty's Cream Clay Eyeshadow, for example.
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Clean and Plant-based Products — The trend towards clean and plant-based products continues as consumers become more mindful of the ingredients they're using, which is why brands can highlight the beneficial ingredients that go into their products, such as Humanrace's Bodycare bars that use nourishing extracts and clay in gentle, soap-free formulas.
