Consumers look to custom beauty to address inclusivity gaps says Mintel

CosmeticsDesign spoke with Simon Pitman, global senior analyst for Mintel Beauty and Personal Care, about what consumer demand and interest look like in customer beauty and personal care.

This interview was conducted via email.​

What does the customer demand for custom beauty look like broadly right now?

Mintel’s Beauty With A Brain trend underlines how many consumers are increasingly aware of greater choice in beauty and personal care products, while also being informed about ingredient advances that are bringing about more targeted and effective formulations. 

However, on the flip side of this, the huge range of product choices means that a significant number of consumers often struggle to recognize what type of beauty product will best suit both their needs and skin/hair type. This is underlined by the Mintel GNPD statistic that 23% of American consumers shopping for facial skincare are overwhelmed by the choice. To tackle this problem brands have to ensure customization is easy to understand so the decision-making process is relatively simple. 

What changes have you seen in customer sentiment towards custom beauty?

The significant move toward Diversity, Equality and Inclusion (DEI) has raised awareness of individual needs, pushing consumers away from the belief that one beauty product fits all. As a consequence, consumers are looking for products that fit their lifestyle and specific hair or skin care requirements. This is reflected by Mintel GNPD showing that 52% of UK body care users think there should be more products designed for specific skin tones. 

What elements of custom beauty or personal care are consumers attracted to?

Mintel data consistently points to consumers’ desire for skin care and color cosmetic products that meet specific issues as well as skin tones. 

For haircare consumers, individuals want products that maintain and enhance different hair textures as well as various conditioning requirements, as illustrated by Mintel data that shows 51% of German females are interested in haircare products formulated for their specific hair type. 

When it comes to skincare the equation can be more complex, with Mintel showing that in China 66% of consumers say they use skincare products from different brands according to skin conditions/issues.

What growth areas do you see for custom beauty or personal care?

Haircare, facial skincare and color cosmetics are the three areas that have been most explored by beauty and personal care companies, which leaves body care, oral care and suncare as the categories that still have significant opportunities to develop further products that meet more specific needs.

Taking this idea one step further, brands also have an opportunity to further explore DEI by developing products that meet the needs of a range of minority groups, particularly the disabled. Mintel GNPD shows that 75% of consumers want to see better representation of the disabled in the beauty space.

What else is important for beauty professionals to know about consumer sentiment towards custom beauty or personal care?

Technology is bringing significant changes to custom beauty, with formulation advances like biotechnology and Artificial Intelligence having the most impact. Such advances make it possible to incorporate consumer needs into real products and services. 

Brands have an opportunity to offer various personalization options with new tech as a trade-up opportunity. It should also be stressed that beauty consumers will have to adapt to these changes if they are going to fully embrace the next level of customized beauty, something brands will have to play a part in.