The agency Mintel, characterised for being expert in knowing what want the consumers and why want it, has shared with 'Next in Beauty' three tendencies of key consumption that will affect to the world-wide sector of the beauty and the personal care in 2023, that will have implications and that will see reflected in the next 5 years:
- Beauty Rx: The medicalización of the beauty is driving to a greater demand of proofs that back the affirmations, creating value through products based in ingredients and promoting the market of synthetic natural ingredients.
- Autocuidado Evolved: the beauty pretends to be edificante and can contribute to a sense pospandémico of the autocuidado that include the sexual welfare, the trip hormonal and the welfare in all the stages of the life.
- New rules of game: The marks have to accept the disruption in the category to elaborate and establish some new rules of commitment and build communities, allowing more game, experimentation and innovation.
Of face to the future, Andrew McDougall, Director of Mintel Beauty & Personal Care, discovers that the innovation of products, the tactics of the marketing and the behaviour of the consumers would mean a change and an influential factor in the future of the industry of the beauty.
RX Of beauty
"To measure that increase the demand of products and treatments more effective and powerful, the consumers will look for more proofs that his money is very worn. The marks of beauty could take advantage of the apparition of the secuenciación genetic and the advances in the diagnostic and the portable devices. The hormones, the risks for the health and the diagnostic, the impression in 3D, the vitamins and personalised supplements and the edition of genes could offer big opportunities. Meanwhile, the technologies of synthetic biology are maturing at last and allow to manufacture almost anything of competitive and sustainable form. The industry of the beauty has to learn to use this technology to develop new products and processes, improve the existent and reduce costs to keep on being competitive in the future", explains Andrew McDougall.
Autocuidado Evolved
"Although the time that the consumers devote to his routines of welfare is reducing , when they confront to the stress and the disorders, will look for forms to elevate and the beauty is the perfect category to support it." Director of Mintel Beauty & Personal Care has specified, that independently of the approach that want to adopt the marks and retail, a key and paramount appearance will be the perception of the consumer. The consumer wants to feel that is in the centre, attended and listened. "Of face to the future, the importance of the community will keep growing after the pandemia, since the people looks for to go back to connect and feel part of the community. No longer it will be acceptable a singular approach of the welfare. The concept of autocuidado community will win popularity to measure that the people recognise the importance to help ones to others like form to help to all to live better and feel better." To finish, Andrew McDougall has advanced that the future of the industry beauty goes through that the big companies related with the ecosystem beauty, centre in habits and products holísticos that prevail the improvement of until the patterns of dream, until the blood circulation.
New rules of the commitment
Andrew McDougall has shared in this article his reflections on the ON and the OFF, the omnicanalidad and the multicanalidad, What offers us the future?, What will be the next that will experience?, Where it has remained the metaverso? So many questions still for resolving that they see how other dimensions open while the physical points of sale struggle for offering the best experience to the consumer with the pattern "phygital". "The experimentation promotes the commitment and the technology will mark the beginning of the next generation of experiences, already was in the shop or in the home. To measure that the formats on line and off line follow merging, the technology will allow to reproduce experiences in all the channels with simple approaches, from the RFID (identification by radiofrecuencia) until the digital avatars and the metaverso. Of face to the future, the development of the technology, the hardware and the contents of RV (virtual reality) will be the sufficiently comfortable and practical as so that the consumers can use them daily. This will allow to the marks use these technologies strategically to create experiences "phygital" (physical and digital) that will dominate the form in that the consumers discover, buy and connect with the marks."