Moisturizing toners are becoming popular as consumers seek out barrier protection
Trend - As protecting the skin's barrier becomes popular in the skincare space, toners that were typically used to delivery actives, hydrate and/or cleanse the skin are making way for ones that offer cream-based, moisturizing benefits. These products help protect the skin and reduce dryness.
Insight - As the skincare industry continues its growth, consumers seek out increasingly diverse product ranges from brands. Consumers now see skincare as a very personal ritual that's specific to their exact needs, rather than the overarching goals of "anti-aging" that were once so popular in this space. As such, they expect that brands cater to their more individual needs with collections that target increasingly specific concerns.
Insight - As the skincare industry continues its growth, consumers seek out increasingly diverse product ranges from brands. Consumers now see skincare as a very personal ritual that's specific to their exact needs, rather than the overarching goals of "anti-aging" that were once so popular in this space. As such, they expect that brands cater to their more individual needs with collections that target increasingly specific concerns.
Workshop Question - How could your brand cater to its customers' more specific needs and preferences?
Trend Themes
1. Moisturizing Toners - As protecting the skin's barrier becomes popular in the skincare space, toners that were typically used to delivery actives, hydrate and/or cleanse the skin are making way for ones that offer cream-based, moisturizing benefits.
2. Clean Beauty - Consumers seek out increasingly diverse product ranges from brands and are attracted to products that are dermatologist-developed, free from fragrance, vegan and cruelty-free.
3. Mess-free Solutions - Consumers are choosing mess-free solutions in the form of sprays as an alternative to body care products that need to be applied or worked in with the hands.
Industry Implications
1. Skincare - The skincare industry continues its growth as consumers seek out increasingly diverse product ranges from brands.
2. Clean Beauty - As consumers become more aware of the ingredients in their beauty products, clean beauty becomes an attractive alternative.
3. Personal Care - Consumers seek out products that make their personal care routines more efficient and effective.
