The ‘Down to Earth’ trend will shape beauty innovation in 2011 according to Mintel, addressing the practicalities of making and marketing green beauty.
“This year will see beauty companies placing increased importance on the environment, focusing on sustainable sourcing with attention to maintaining biodiversity,” explained Nica Lewis, Head consultant at Mintel Beauty Innovation.
She also went on to explain that a renewed emphasis on repackaging to minimise waste will also be a factor in the coming year.
Affecting factors from 2010
According to research, in 2010, 13 per cent of new skincare, hair care and cosmetics made the paraben-free claim (up 5 per cent from 2008) and almost 9 per cent of new skincare, hair care and cosmetics made the organic claim (twice as many as in 2007); the all natural claim was found in approximately 3 per cent of launches in 2010.
“Paraben-free claims actually outpaced organic and all-natural claims in new skincare, hair care and cosmetics launches in 2010 [based on GNPD Q1/2 2010, in US, UK, France, China and Japan, markets] backing up Mintel’s Nu Natural trend that predicted that brands would emphasise results and free-from claims over certification. A renewed emphasis on repackaging to minimise waste will also be a factor,” explained Lewis.
Mintel’s Beauty Innovation team monitors developments in the global beauty industry and found that the GNPD skincare launches dipped slightly in Europe and the US in 2010, however China saw dynamic growth with a 40 per cent jump in new skincare products.
Mintel expects manufacturers’ commitment to recycling and eco-friendly materials to have an impact in 2011having seen new skin care products with environmentally friendly packaging increase 5 per cent last year, compared to 2009.
Last year was the year to rebuild industry
Vivienne Rudd, Senior Beauty Analyst at Mintel, commented that 2010 was a year for rebuilding in the beauty industry as new skin care product launch activity began to mimic the pre-recession levels.
“The past year saw M&A activity resumed too as credit markets eased, with consolidation among ingredient suppliers and Unilever, Shiseido, L’Oreal, Estee Lauder and Coty all inking deals. This development will influence brands in the year ahead from a marketing perspective linked to the Down to Earth trend too,” she stated.
“Simplifying text and ‘stripping back’ copy to tell straightforward, direct stories of plant-based ingredients will be key. Manufacturers who treat consumers as educated participants rather than novices stand to benefit,” Rudd concluded.