As we leave 2017 behind and start to look towards the new year, both brands and media alike are beginning to wonder what the big beauty trends of 2018 will be. This year saw lip fillers, no-makeup makeup and fitness beauty make their mark on our Instagrams and beauty pages; and now, new intel from market research company Mintel has determined which four beauty trends we are more than likely to see in 2018:
Local ingredients
According to Mintel, locally-sourced ingredients will become a priority for brands; who may also chose to educate consumers on the importance of preserving resources. Where some ingredients aren’t available, it is believed that science will move towards creating these additives.
Mintel director of global innovation and insight for beauty, Vivienne Rudd, explains: “In the coming year and beyond, the beauty industry will navigate the conflicting demands of the naturals-hungry consumer with shrinking natural resources and it will be through harnessing biotech advantages that a new generation of enhanced natural products is created.”
Brands using local ingredients: Raww, Essano, karen murrell, Organic Island, Biologi and A'kin.
Ethical, sincere messaging
Brands are being encouraged to place environmental and ethical issues at the forefront of branding to appeal to ethic-conscious Millennials and Gen-Z consumers.
As Rudd explained: “When it comes to ethics, it will be imperative for brands to have a personality that is genuine and a viewpoint that clearly communicates their positioning.
"From now on, it will be imperative for brands to try and shun any cold or typical corporate imagery by proving they are willing to give back to society."
Brands giving back: Aveda, INIKA organic, Weleda, Kiehl's, Joico and Nutrimetics (not pictured: Dr.Hauschka, The Body Shop, Trilogy, NIVEA, La Mer, Vaseline, LUSH, L'Occitane, philosophy and M.A.C).
Customisation
Product personalisation is expected to grow in 2018 as consumers continue to reject stereotypical, and often outdated, labels in regards to body image and gender.
“Personalisation is set to reach new heights as brands strive to embrace total inclusivity.” Rudd disclosed.
Brands customising products: Hop & Cotton, The Lip Lab.
Consumer tracking
AI and virtual reality were big hits in the beauty world this year as facial recognition technology was utilised by dozens of brands. Now, Mintel has predicted that this is set to become even more personal in 2018, as consumers can expect developments in technology that will interpret their facial expressions and eye movements to determine their product preferences.
Furthermore, in-store developments are making bounds as eye-tracking, heart rate, body language and speech monitoring are all expected to start emerging in bricks-and-mortar stores from next year.
Brands using augmented technology: Sephora, Clinique, Estée Lauder, L’Oréal, Shiseido and Shu Uemura.