With the start of a new year comes a slew of predictions for what the following 12 months will bring. In the world of beauty, experts have already put forward their predictions for what products and techniques will appeal to consumers in 2015.
Cosmetics Design spoke to the director of health, beauty and baby at marketing firm Daymon Worldwide, Laureen Shroeder, about the year’s beauty forecast.
Innovation
For new businesses, innovation remains the key to instant success. It is important for brands to take a risk on something different in order to experience business growth.
“Consumers are addicted to innovation in beauty as it keeps the brand exciting and relevant. Innovation can be in the form of a product, packaging or even marketing and allows a brand to be a go-to for beauty consumers,” explains Shroeder.
Creative vision
Innovation also relates to the importance of having a strong creative (and somewhat niche) vision: “more creativity attracts more intrigue, both of which will increase sales.”
DIY
DIY elements in products are predicted to boom in popularity in 2015 thanks to the continual invention of new technologies.
Eco-friendly
Products that are beneficial to both skin and the environment will continue to pique consumer interest.
Shroeder states: “With increased mainstream consumer focus on health and wellness, beauty consumers are looking for the right balance between nature and science in their beauty products.”
Online
In regards to consumer access, there is no doubt that strong online presence is now integral to the strength of a given brand. This relates to not only social media and branding (and the growing influence of video bloggers), but also to the ability for consumers to be given direct access to purchasing products.
“The explosive growth of online shopping options have made it more attractive for consumers to purchase new products without trying them first. Well-executed how-to beauty videos can be the go-to place for ideas and education, particularly for first-time online beauty shoppers,” says Shroeder.
