Skincare Trends: Part 1
Supercharged SPF, anti-pollution, and natural ingredients are the major skincare trends in the US. These trends are influenced by younger generations. Startups and large brands are taking note of the consumer demand and adjusting accordingly.
- Brands are launching new suncare products that harness technology. This ensures that sustainable issues of previous SPF products are addressed. The two main issues facing suncare are the nanotechnology and the "reef safe" ingredients.
- In addition to these issues, consumers are expecting more: "clean formulas, anti-pollution, anti-blue light, pigmentation reduction, and anti-blemish benefits." These expectations have made the production process trickier and the market tougher to succeed in.
- IONIQ is a pioneer in presenting an application method that ensures full and even SPF coverage. This idea was inspired by vehicle paint shops. After-sun is a concept that would allow the repair and rejuvenation of one's skin.
- Since the sun is a major aging agent, the SPF trend has become the basis of every skincare routine. For this reason, customers expect that their skincare products will have sunscreen filters. This is one trend that is expected to be a constant customer expectation, going forward.
- Another rising trend within this trend is the fake tan. This tan allows one to get a safe sunless tan by using natural ingredients. This protects the skin from being burnt under direct sunlight.
- Long-term exposure to pollutants and climatic aggression can potentially cause irreversible damage to one's skin. For this reason, it is of paramount importance that skincare products adapt and address urban pollution.
- Digital blue light results in collagen and elastin damage to skin. This is caused by technology that is used on a daily basis. It is predicted that one emerging trend is a triple action protection against urban pollution, digital blue light, and UVA/UVB rays.
- Antioxidants are key in preventing harmful inflammation and fighting off free radicals. One brand that has addressed this issue is MADARA. The SMART Antioxidant complex provides continued defense by suppressing the formation of free radicals.
- Consumers are demanding for natural ingredients. This is a global trend/push whereby consumers demand for effective and powerful products that are nature-based that can brighten skin.
- These products should focus on a holistic and natural approach. These options need to address factors such as environmental stressors, clean processes, and present innovation in delivery.
- As the spending power of younger consumers is increasing, they seek skincare solutions that offer natural products. Brands that successfully establish trust in this demographic have a strong sustainable stance and an authentic voice. Trust drives loyalty.
Our research was able to provide insights into skincare trends. Our analysis of various media sites and industry reports revealed that most of the trends presented were future predictions for 2020. Some trends that were presented by industry reports were not publicly available as they were behind paywalls. One such report is titled Skin Care in the US. This report provides the key supply-side trends, demand trends, five-year market trends, and key industry trends. This research presents trends that have been identified across various sources or those that have been supported by industry thought leaders.
It is important to note that most of these trends are driven by younger consumers. Although we were unable to support each trend with demographic insights, it is important to note that these trends are driven by younger audiences. Specifically, millennials are the greatest influence to many of the current and emerging skincare trends.