Beauty Barrage - January 31, 2019

As new year celebrations have come and gone, it’s time to reflect on what happened in 2018 and how 2019 will be different!

In the world of beauty so much has changed in a short amount of time. Once just about cosmetics and skin treatments, the idea of beauty – and what’s beautiful – has morphed into more than just aesthetics. Beauty is about feeling good, both mentally and physically. Consumers are looking for more holistic and green or clean beauty ingredients, but they’re also trying to change the overall idea of beauty and what it means – feeling confident and happy in your own skin.

So what does this mean for beauty brands in 2019? Marketing analysts suggest that one major beauty trend in 2019 for brands will be looking for ways to engage with consumers to offer solutions for beauty-related concerns, but to do so in a way that matches with a healthy or holistic lifestyle.

Defining Beauty

It seems as though the idea of beauty is constantly changing.  Now (and in 2019), consumers are more likely to equate beauty with routines or hygiene. Another interesting change with the new generation of shoppers – particularly Gen Z – is that beauty is diverse and the emphasis on appearance is not as prevalent. Of course, there are still millennials and Baby Boomers who want confidence in looking and feeling good, but it shows that the message from brands might need to be tailored more to incorporating beauty into a lifestyle rather than simply promoting an ‘anti-aging’ message.

Consumers also want products that are more potent and come with clean ingredients designed to provide benefit. Premium brand offerings, such as dermaceuticals and dermo-cosmetics, offer more bang for their buck and consumers are going to the specialists – dermatologists and aestheticians – for treatments and product recommendations.

Beauty Trends for 2019

There are plenty of conversations going on in the beauty industry. In 2019, expect to see some of these trends:

CBD in everything

2018 saw a rush of products to hit the market containing CBD oil, everything from lip balms and mascaras to body butter. The recent passage of the Farm Bill in the US has paved the way for legalizing the growing of hemp.  In doing so,  scientists and researchers will have easier access to CBD, which means clinical trials to prove the touted benefits.  Retailers that may have shied away from CBD products in the past due to murky regulations will be more prone to make way, especially once product claims are validated.

Fewer Better

The Korean beauty trend was significant in 2018, propelling the popularity of sheet masks and touting the benefits of double cleansing. A more simplified and refined approach to skincare is on the horizon for 2019.

A more minimalist approach will be a big trend for the year as brands are creating innovative, hybrid products designed to do multiple functions with higher concentrations of quality ingredients. More results-driven, this type of skincare routine and product selection appeals to all genders and ages.   Why do a 10 step beauty routine when you can do it just as effectively in 3 steps and still have time to meditate?  Especially as Marie Kondo is convincing everyone with a Netflix account to go and declutter!

Increased sustainability

One significant change in the beauty industry is to go from a place of excess (especially with packaging and plastic usage) and head for more sustainable and minimal packaging.  Influencers are starting to rebel against the unboxing experience trend that has produced massive amounts of waste. Water scarcity is another prevalent issue in the world, so beauty brands are looking for new ways to create products that reduce the need for water to use them. Major brands like Unilever, Aveda and L’Oréal, are committed to reducing water consumption associated with their products by 2020.  The Body Shop has already created solid shampoo bars that eliminate packaging and water, tackling both issues at once.

The minimalist approach to skincare routines is something brands should keep in mind and also relate to sustainability – less products = less waste!

More diversity

Throughout the last two years, brands have gotten better about including greater diversity – whether it’s using a variety of models for campaigns or creating extensive color palettes to accommodate 40 or more different skin tones, there have been significant improvements.

There’s still a lot of work to be done and brands – especially new and indie brands – are reaching out to consumers who’ve often felt left out of the conversation. .

Beauty + Health = Lifestyle

As previously mentioned, 2018 was a big year for brands to break into the beauty and wellness category. For 2019, that trend will continue and blur the lines even further. Consumers will look for brands and products that help them look and feel good – especially as the desire for cleaner, healthier ingredients grows.

Consumers are now more aware of the relationship between health and beauty.  What you ingest or apply topically can have an outward effect on your skin.  Brands are tapping into products that can be consumed to offer an external and internal benefit – such as vitamin supplements, smoothie powders or even holistic ingredients.  The demand for transparency and ingredient safety will continue to grow with companies like Beauty Counter advocating for greater regulations.

Are you ready to make 2019 a year where you tap into the trends and set yourself apart from the competition? Contact Beauty Barrage to help.

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