Mintel Beauty & Personal Care (BPC) has announced the key trend set to impact global beauty consumers in 2014: Mixologiste. Blurred lines between beauty technology are becoming increasingly common, with overlaps between skincare, hair care and colour cosmetics. Combining the most exciting technology and marketing from more than one category, manufacturers are creating new combinations with new products, packaging, marketing and merchandise.
Jane Henderson, global president of Mintel’s Beauty and Personal Care division, said: “Mixologiste is fast becoming the stand-out trend that spans all beauty and personal care categories. This is a key mega trend, in development for the last year or so, but we are set to see it really accelerate in 2014. While manufacturers have worked with multi-functionality for a number of years, we are now seeing them take inspiration from completely different categories to create new products and marketing messages. The huge success of BB (blemish balm) creams has led manufacturers to think about how they can build on their existing portfolios and add excitement to sometimes saturated sectors. New combinations will continue to evolve, resulting in new products, packaging, marketing and merchandising. This will add a new sense of excitement to the market and will drive innovation in the year ahead.”
Mintel’s exclusive consumer research highlights the popularity of multi-functional make-up in the US, with as many as 70% of US females expressing an interest in multi-functional lip products, and 65% showing interest in multi-functional facial coverage products, for example those which combine the benefits of foundation and concealer. And, while saving time and cost are highlighted as the benefits of these products, the research shows how time-poor US consumers perceive time-saving (68%) to be a greater benefit than reduced costs (63%).
In China, almost half (46%) of Chinese make-up users express an interest in trying new products with multi-functionality (such as 2-in-1 eye shadow and blusher), while almost one in three (29%) agree that multi-functional products (eg BB cream) perform as well as products designed for single purpose. Around four in 10 (37%) say they like products which have cosmetic benefits as well as care for their skin. Reduced cost in seen to be a benefit for a third (34%) of Chinese consumers who say that buying multi-functional products is more economical than buying products separately.
But while multi-functionality is popular in the US and China, it is not yet as popular in the UK where just a quarter (25%) of women say they are interested in products which have cosmetic benefits, as well as care for the skin, such as BB cream and tinted lip balm.
“Hybrids are not just occurring in beauty. Recently we have seen food & drink catching up with beauty. First there were BB creams and then there were cronuts. Of course we saw this trend several decades ago with two-in-one shampoos, but these new hybrid products are becoming more ambitious and exciting. The success of hybrids such as BB creams has inspired manufacturers to explore different ways in which they can bring categories together to create something exciting for consumers. Instead of cannibalising sales, these products are acting as ‘add on’ products and not simply replacement products,” said Henderson.
Looking to 2014, Mintel’s leading beauty and personal care analysts examine how Mixologiste has impacted the key areas of haircare, skincare, colour cosmetics and fragrance.
Vivienne Rudd, director of insight, Beauty & Personal Care, said: “It’s an exciting time for colour cosmetics, which have extended their scope into some unexpected areas. Hair chalks blend make-up with temporary colourants, primers now extend to pre-styling treatments and CC creams have moved beyond facial colour cosmetics into nail care, lipsticks and even haircare. The coming years will see even more developments as manufacturers build on the excitement and pique consumers’ interest in more adventurous formats and claims.”
Mohamed Omer, global haircare analyst, said: “Newly launched hair BB creams that promise to protect and reinforce hair fiber are being inspired by the growth of skin BB creams. Hair perfumes offer both a standalone product and an extension to fragrance ancillaries and a bath & body collection. Besides leaving hair smelling fresh, they also protect hair against UV damage, colour fading, helping consumers retain maximum moisture, condition and nourishment. Recent innovation in haircare has also been inspired by make-up products. We now see hair style-extender that locks hair style for a longer time and hair foundation for hair touch-up treatments.”
Christopher Lindsley, global skincare analyst, said: “Skincare has an opportunity to cross-over into any number of beauty categories. We’ve already had BB, CC and even DD creams, with EE creams set to make an appearance too. The first treatment fragrances have already hit the market, and textiles and food and drink are making growing use of skincare actives too. In the future, we will see targeted skincare delivery systems through fabrics, fragrances and food, and further work on hybrids that bring together skincare, devices and diagnostics.”
Emmanuelle Moeglin, global fragrance analyst, said: “Consumers are increasingly looking for added value in beauty products and fragrance is no exception. In the fragrance field, there is room to innovate by extending the category to new formats and added benefits. We expect hair fragrances to offer more than scent with targeted and time-release delivery of specific benefits such as antioxidants, vitamins, pigments and UV filters. Other formats like scented skincare products and fragrance for clothes are still untapped but have potential to grow the fragrance offerings. A third of French women report interest for skincare products that contain their favourite fragrance and four in 10 Italian women are interested in fragrance for clothes, highlighting the potential to disseminate benefits between fabric care and the fragrance categories.”
And it seems it is not just multi-use products set to impact the future, but also complementary categories.
“New technology will offer even more exciting hybrid products going forward, innovation will come not only from beauty but from complementary categories such as textiles, devices, sensors, 3D and 4D printing, food and drink and automotives. Of particular interest are new delivery systems and packaging, both of which will see significant advances. These will impact most beauty categories, but the sharpest focus will be on skincare, haircare and fragrance,” said Rudd.