Cosmetic brands are launching cleansers that prioritize consumer experience
Trend - Cosmetic brands are launching gel-to-milk cleansers that emphasize their ability to remove impurities from the skin without dehydrating it. These morphing cleansers are typically activated by water and allow consumers to see the transformation of the cleanser from a gel to a frothy, milk-like texture.
Insight - Those with skin concerns often view their skincare routine as pivotal to maintaining healthy skin. These consumers desire sensory benefits in the beauty and personal care products they choose as a signal that the product is working. These unique experiences have become increasingly important for the consumer and brands that provide interesting new textures will help increase the consumer's multi-sensory experience.
Insight - Those with skin concerns often view their skincare routine as pivotal to maintaining healthy skin. These consumers desire sensory benefits in the beauty and personal care products they choose as a signal that the product is working. These unique experiences have become increasingly important for the consumer and brands that provide interesting new textures will help increase the consumer's multi-sensory experience.
Workshop Question - How can your brand prioritize consumer experience through its products or services?
Trend Themes
1. Gel-to-milk Cleansers - Cosmetic brands are launching gel-to-milk cleansers that prioritize consumer experience, providing an appealing sensory benefit for skincare enthusiasts.
2. Multi-purpose Skincare - Multi-tasking skincare products like Frances Prescott's Tri-Body Treatment join the market by providing consumers with more than one benefit from a single product, encouraging practicality and convenience.
3. Nature-inspired Ingredients - The use of nature-inspired ingredients like Kakadu Plum and Sunflower Seed Oil in ASARAI's Come Clean Cleanser is a trend, with consumers valuing natural and plant-based ingredients in skincare products.
Industry Implications
1. Personal Care - The personal care industry could benefit from incorporating sensory benefits, multi-use products, and nature-inspired ingredients in their skincare line, appealing to consumers looking for a personalized and all-in-one approach.
2. Beauty - Beauty professionals could explore more innovative ways to incorporate multifunctional features into their products, such as combining cleansing, polishing, and conditioning for a more holistic and time-efficient skincare routine.
3. Retail - Retailers have the opportunity to cater to clients looking for natural and holistic ingredients in their skincare line while offering all-in-one products that provide multi-purpose benefits.
