by who(WHO) estimates that by 2023, “an estimated 1.3 billion people will experience severe disability, or 16% of the world’s population, or one in six people.” P&G studyA study released in 2019 found that for this sizeable population, “only 4% of companies are actively developing products and services that are more accessible to them.” .
As CosmeticsDesign previously reported, as the demand for more impactful diversity and inclusivity in the market continues to grow, companies like Dow are creating more accessible product options in the personal care and cosmetic products space. We are starting to provide.
To learn more about accessible beauty trends, BEAUTYSTREAMS, a global beauty industry trend insights platform, recently published a review of the key beauty trends that will drive the industry over the next three years, across categories and global markets. We identify and interpret these trends to best recommend strategies for brands to adopt when it comes to accessible beauty,” said Eleonora Mazzilli, Trend Localization and Business Development Director for North America at BEAUTYSTREAMS. Masu.
In Part 1 of this two-part series, Mazzilli provides insights into key points from the white paper, including how accessibility trends may impact the formulation and development of cosmetics and personal care products in the United States. We interviewed Mr.
CDU: Can you give us some background on the methodology used to create the white paper?
Eleonora Mazzilli (EM):To create a 360-degree vision of beauty industry insights, BEAUTYSTREAMS is advancing what we call the BEAUTYSTREAMS Trend Funnel methodology, a forward-looking methodology that maps trends from the macro to the micro level. Starting with broad macro movements and consumer archetypes, we extract key implications for the beauty industry and identify category-specific trends.
We identify beauty trends from a long-term, market-oriented perspective. BEAUTYSTREAMS draws on the expertise of the Future Collective, whose members include leading experts in the fields of biotechnology, sociology, art, design, digital development, sustainability, and medicine, to gather unique perspectives. We then analyze and predict how these insights and macrotrends will impact the beauty sector, providing a compass for the years ahead.
BEAUTYSTREAMS also explores current market movements by examining current social media trends, runway highlights, new product launches, trade shows and ingredient innovations. To compile the whitepaper, BEAUTYSTREAMS identified the key beauty trends that will drive the industry across categories and global markets over the next three years, and interpreted these trends to help brands create accessible beauty. We have recommended the best strategy to adopt.
CDU: What are the most important takeaways for U.S. cosmetics and personal care manufacturers and suppliers in terms of accessible beauty?
E.M.: Growing cultural diversity means that a one-size-fits-all concept aimed at the masses is no longer sufficient. Consumers want products from companies that represent and understand them, and that desire is driving beauty brands to reinvent the language and marketing of their products.
Industry players should look at personalization beyond product customization and see it as an opportunity to improve consumer education, shopping experience, and loyalty. Brands must also recognize the importance of moving towards an intersectional approach by focusing on underrepresented consumers and championing diversity and inclusion in the development of products and services. .
For brands, marketing products broadly is not as effective as it used to be, as each consumer has unique needs. This shift towards individualization is driving innovation and driving a more personal and customizable approach to meeting consumers’ evolving beauty needs.
Personalization in all its forms is now the norm for beauty consumers to expect from brands and retailers. Personalization is particularly appealing not only to Millennials and his Gen Z, but also to Gen X and baby boomers. Because they want to buy from inclusive brands that align with their values.
Today, accessible beauty must go a step further and combine beauty, technology, science, and e-commerce to reshape the mainstream market. Data collection, augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) offer new possibilities for creating more personalized and engaging experiences for consumers.
By leveraging data and insights generated by artificial intelligence, beauty brands can provide expert scientific precision and provide consumers with highly personalized marketing and shopping experiences.
While the beauty industry has only recently embraced inclusivity and representation, it is growing more and more in terms of diversity, inclusion, equity, and efforts to move toward a more cross-sectional view of its consumer base. We can and must do better. In today’s globalized world, multicultural beauty is more complex and defined than ever before, and brands are changing formulations, ingredients, packaging, and product shades to cater to consumers’ diverse skin tones. We have no choice but to accommodate different hair types, cultural diversity, and disabilities. , a beauty campaign that celebrates consumer diversity.
The design and development of accessible packaging is definitely part of the strategy of beauty brands and suppliers and should take into account the different physical and sensory abilities of users and take into account their unique needs. Not all consumers can read, grasp, hear, smell or feel in the same way, so it’s important to explore new ways to communicate packaging to as many people as possible.
Companies should consider participatory design, involving diverse people with different disabilities in the product research and design process, and gathering feedback throughout the process to keep product offerings relevant to current markets. there is.
CDU: How will accessibility trends impact the formulation and development of cosmetics and personal care products in the United States?
E.M.: Gender inclusivity: Through the development of non-binary products, the use of gender-inclusive models in communications, and the general dissolution of gender norms, the brand is committed to promoting authentic self-expression, creativity, and authenticity to better reflect today’s diversity. need to do it. society. With new colours, packaging, imagery and messaging, beauty brands are rewriting beauty norms to become fully gender-positive in their communications, including the full range of gender identities: men, women, non-binary, transgender, non-gay, etc. You can migrate. consumer.
Diverse and comprehensive color options: With the world increasingly focusing on pride in one’s skin color, beauty brands are taking into account the unique physiology of diverse skin tones and their needs, and are taking into consideration the unique physiology of consumers’ melanin richness. We need to recognize the different needs of different skin types and develop product lines that utilize marketing. Communication messages focused on inclusivity, diversity, and self-acceptance. Brands need to take a completely proactive approach to representation within the industry and focus on skincare formulations that take into account the unique physiology and specific needs of a wide variety of skin tones. We expect to see more targeted skin care regimens for darker and lighter skin tones, which have very different skin concerns.
personalized skin care: Although still in its infancy, DNA-based personalized skin care products will emerge as they can change the way you care for your skin by mapping your predisposition to skin issues such as aging, acne, and pigmentation. Sho. Beauty brands collect data to analyze an individual’s predisposition to common skin issues, measure a variety of key factors, and inform skincare regimens, from DNA to hormones to the skin’s microbiome. We can provide home tests for:
aging: Society’s focus on youth culture and negative stereotypes surrounding aging contribute to the beauty industry’s underrepresentation of older consumers response is delayed. However, changing attitudes about aging have led brands to offer color cosmetics formulated for mature skin to the demographic with the greatest purchasing power: women in their 40s, 50s, and beyond. It’s creating opportunities.
We look forward to seeing bespoke color cosmetic solutions for aging skin that promote self-expression and enjoyment, regardless of age. Using new technology, formulations and textures that flatter aging skin are being developed, alongside expanded education on easy-to-grip applicators and application techniques, to create confidence at a time when age-related disorders are on the rise. will be developed.
textured hair: In a world where more than 60% of the population has natural curls, coils, or waves, the textured hair community is a global community that can’t be ignored. There is also a need for education about textured hair, especially as many hairstylists still lack sufficient knowledge to work with textured hairstyles.
intimate care: In the intimate care category, we not only target cisgender women, but also speak to transgender and genderfluid consumers with inclusive language and messaging, so that everyone can feel whole about who they are. We expect to see significant changes in the language that will allow us to express ourselves. they are.
cultural heritage: The modern world is bringing cultures closer together, but it also means consumers are keen to preserve and express their own cultures. This is why brands need to consider products that reflect an individual’s cultural heritage, traditions, and consumption patterns.
Cross-cultural differences in beauty are a key driver of innovation, as brands can infuse products with local scents, as well as explore traditional local ingredients and develop original formulations based on local traditions. It can be a source of inspiration.
user friendly packaging: Brands should prioritize intuitive and easy-to-use packaging that serves all beauty consumers. Packaging designers can make a huge difference in making beautiful packaging more accessible by rethinking design methods, packaging shape and texture, color combinations, communication symbols and fonts.
From intuitive designs such as click-to-close caps and magnetic closures, to tactile symbols and easy-grip handles, to multifunctional tools, design and packaging ensure the largest and most diverse consumption possible. The needs of the individual group should be taken into account.
