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Consumer trends are a great snapshot of the whole market, but knowing what a brand’s consumer type is can help zero in on the right strategies.
Euromonitor recently came out with a report on consumer types in 2022, including eight main consumer types. The report said it’s important to segment consumers into types to innovate for emerging demands, customize buying journeys and strengthen customer relationships, among other reasons.
CEO Q&A
Joylux is a personal care brand focusing on a part of aging generally not addressed by the industry, sexual and intimate health for women going through menopause.
CosmeticsDesign spoke with Joylux CEO Colette Courtion about the concept behind the brand, the white space it fills and what the beauty industry can learn from the intimate health company.
Can you tell me a little bit about your brand?
We are the leading women's health brand focused on intimate health. We are targeting women that are going through menopause. Menopause has three stages, perimenopause, menopause and post-menopause, but it can start for women as early as their 30s and go through the rest of their life. We target what we'd call more mature women, rather than younger millennial women.
With a new multimillion-dollar investment, startup The Good Face Project is hoping to change how cosmetics companies go about R&D.
Good Face Project announced Tuesday a $5.65 million investment from VMG Capital. The company has introduced an AI-powered platform for aiding R&D in any vertical which relies on chemistry, starting with cosmetics.
CEO and co-founder of Good Face Project Iva Teixeira told CosmeticsDesign that the platform is intended to allow R&D teams and brands to address mounting consumer demands at the start of product development.
While the development process used to include creating a product and then screening it against the relevant regulations, Teixeira said today’s market moves too quickly and includes too many demands to use the same model.
Unlike many dermatological conditions, sensitive skin syndrome doesn’t have objective symptoms, but it may have a quantifiable psychological impact.
A review was recently published in Cosmetics from Proctor and Gamble, by Miranda Farage, investigating the psychological impact of sensitive skin syndrome on consumers.
Farage found that not only does sensitive skin syndrome cause psychological impacts, but those impacts can negatively affect the skin and worsen the symptoms.
“This becomes a vicious cycle that impacts consumers’ quality of life and well-being,” Farage said. “In order to better understand the sensitive skin syndrome individual, we need to also be aware of the psychological factors that can trigger and/or worsen this skin condition, as well as the psychological stresses the condition places on the individual.”
Q&A
Pact Collective started around a year ago with a mission to help beauty become more circular, and the non-profit has several plans to tackle the industry's biggest waste problems.
CosmeticsDesign spoke with Pact Collective about how they are working towards a circular economy, why they believe that transition matters and what the challenges are.
Tell me a bit about Pact Collective’s mission around circularity in personal care and cosmetics.
The beauty and wellness industries generate over 120 billion packages every year, with most ending up in landfills or incinerators. The packaging is often too small, too flexible, or made of too many materials to be mechanically recycled through curbside recycling programs. Pact is on a mission to change this.
