Rosalia Di Gesu is a Senior Innovation Analyst. She focuses on delivering cross-category perception and commentary on progressive new product launches and developments.
In our 2021 Beauty & Personal Care Trends, we predicted the 4 Developments set to influence the worldwide Magnificence and Private Care business this yr. On this weblog, we spotlight our high decide of the just lately launched disruptive improvements embodying these developments.
Trying to assist kids really feel empowered and assured from a younger age – and in flip contribute to their psychological wellbeing – are magnificence big Dove, and newcomer Younger King. Every recognises the significance of supporting kids’s psychological well being, which has worsened through the COVID-19 disaster amid a lack of normalcy.
Dove’s Youngsters Care cleaning soap/tub assortment makes use of a easy technique when tapping into Mintel’s BPC Development, Lovely Thoughts, which examines how the pandemic has pushed the idea of holistic well being to new ranges, with a concentrate on psychological wellbeing. It recognises the facility of optimistic affirmations to assist increase shallowness, overcome adverse ideas and enhance temper. The gathering merely options empowering statements front-of-pack, corresponding to “I’m improbable, good & useful” or “I’m superior, courageous & robust.” The concept is that kids repeat these affirmations each day, every time they bathe, setting kids up for a optimistic mind-set. Using these affirmations within the cleaning soap/tub class particularly additionally performs to the notion that bathing in itself is more and more related to self-care and psychological wellbeing.
Dove Youngsters Care
Supply: Mintel GNPD and Dove
Additionally focusing on younger children, tapping into wellness and empowerment developments – whereas additionally including extra segmentation and selection in a diversity-minded magnificence area – is Younger King.
The US model is positioned because the “world’s first” plant-based pure haircare line particularly for multicultural boys.
Along with caring for textured hair, it goals to alter the narrative round how the world sees Black/Brown boys, and promote optimistic illustration by way of its advertising and marketing. For instance, it refers to Black/Brown boys as “younger kings” and “simply cute, not a risk.” It additionally makes use of advertising and marketing that stresses the significance of self-care amongst this group of boys as a method to increase confidence.
Supply: Mintel GNPD; Younger King Haircare
Eco and moral issues will turn out to be more and more top-of-mind for shoppers in 2021. Certainly, in March 2021, 40% every of French and German adults indicated a willingness to spend extra on BPC products that are eco friendly.
Sustainable disruptors of notice embody a “world-first” water resistant disposable Paper Razor, aptly launched in Japan on Earth Day (22 April 2021) by Kai Group, and made with 98% much less plastic (vs typical razors).
That is the primary time we’ve seen a paper-based disposable razor deal with – arguably impressed by the rising reputation of paper-based bottles in BPC markets. Additionally worthy of point out is how Paper Razor comes flat-packed for simpler portability, and the way it faucets into genderless developments by being obtainable in ‘gender-free colors.’
Ace of Air, a direct-to-consumer skincare/complement participant, is one other disruptor within the eco-friendly area.
The model encourages individuals to rethink packaging as one thing that ought to be borrowed, returned and reused because it considers magnificence packaging as having the most important environmental influence (vs say product components, delivery). Its sturdy and ‘useful’ containers are made with sustainable supplies (eg stainless-steel) that may final for 100+ cycles of use. Nevertheless, the non-refundable rental cost for the packaging ($2 per product and $3 for delivery the Boomerang Field) could also be off-putting to some shoppers.
Supply: Instagram/Ace of Air
Reassessing the idea of ‘worth’ as one thing that transcends ‘worth’ are two improvements that target simplifying shoppers’ magnificence routines or including worth by way of high quality and sustainable propositions.
The primary progressive product instance embodies each Mintel’s Eco-lution and Magnificence Re(Valued) Developments, connecting worth with sustainability.
French startup, La Crème Libre, has developed a regionally sourced (ie “from 100% French soil”), artisan and refillable skincare system that makes use of sturdy and ornamental pure concrete as the fabric for its principal pack/pots – along with cork for its lids/bases. Concrete provides shoppers a extra disruptive different to eco-minded reusable glass or aluminium – supplies which proceed to make headway in magnificence markets. Shoppers simply refill their ornamental concrete pots with separate light-weight recyclable plastic pots (made with 25% bio-based supplies), which maintain the skincare formulation.
Worth comes into play in that the corporate emphasises how the refill packs characterize simply 5% of complete product prices. The model means that this compares to 50% for different magnificence manufacturers. In flip, the model reassures shoppers that consumers are “paying for the components, not the packaging.”
Supply: Mintel GNPD; La Crème Libre
Mintel BPC’s 2021 Development, Channel Changers, focuses on the growing significance of expertise as a instrument to attach and have interaction with shoppers and drive buy.
Two notable product improvements that embody our Channel Changers Development additionally faucet into one other on-trend theme round personalisation, focusing on some 60% of US ladies aged 25-44 who could be willing to share their personal biometric data (eg DNA, skin type) with beauty brands.
Beiersdorf’s OWN (stands for ‘solely what’s wanted’) skincare model is an instance of how extra manufacturers, together with mass market gamers, are tapping into customisation developments, and exploring Synthetic Intelligence (AI).
The extra premium assortment makes use of a proprietary algorithm, is “based mostly on actual science” and powered by AI and information from over 10,000 ladies. This enables the model to create 380,000 distinctive components combos for shoppers’ skincare wants; formulation which can be freshly produced and delivered direct to shoppers.
The gathering additionally features a micellar product, arguably one of many first examples of a customisable micellar water. Whereas the model takes a typical customisation method, it’s attention-grabbing to see technology-led customisation developments being explored by mass-market and conventional gamers, bringing personalisation to the mainstream.
Supply: OWN Skincare (Beiersdorf)
Additionally tapping our 2021 Channel Changers Development and into personalisation developments, however at a way more premium worth level than OWN Skincare, is Yves Saint Laurent’s Rouge sur Mesure custom-made, Bluetooth-operated lip color system.
Priced at round $300, plus cartridges, the system makes use of L’Oréal’s Perso expertise and permits shoppers to create their very own personalised lipsticks. It encompasses a spread of color cartridges, an app and AI to assist customers create and experiment with “an infinity of shades” on the contact of a button.
The lid of the system additionally features as a compact lip color case, for bespoke color on-the-go.
Yves Saint Laurent Rouge sur Mesure
Supply: Yves Saint Laurent