Personal Care Trends - Consumer
Three consumer-focused trends in personal care products are the rise of the modern single consumer, the continued obsession with wellness, and transparency.
- The personal care sector is responding to the growth of the single, modern consumer by creating products that offer the self-indulgence these consumers want and branding their products for consumers looking to "invest in themselves."
- Driving this trend is the increasing number of consumers living alone by choice and the relative increase in their spending power.
- For example, in China, Single's Day is a big selling day for beauty brands, with brands like L’Oréal Paris and Estée Lauder creating marketing campaigns and products just for that day.
- The consumer wellness trend has influenced the personal care industry, with personal care items being linked to vitamins & supplements, fitness, medicine, and travel/hospitality.
- The trend is drive by consumers' desire for wellness in all aspects of their life. The desire has been driven by social media like Instagram.
- Examples of this include makeup brand Glossier's partnership with Equinox and Lululemon's post-workout branded personal care line.
- Consumers are now demanding transparency in both ingredients and pricing for personal care products.
- The desire for increased transparency is a result of the increase in available information provided by the digital age and a lack of trust between consumers and brands.
- One example of a personal care company capitalizing on the transparency trend is skincare brand The Ordinary from Deciem, which emphasizes "hyper-transparency" in their ingredients, manufacturing process, and pricing.
Trends were determined based on their inclusion in multiple expert publications.