Mintel Beauty

& Personal Care

Setting the agenda for the beauty industry.

Marco Macconi
Regional Manager Iberia
November 2020
About Mintel

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Experts in what consumers want and why

 Mintel Reports: In-depth reports
Expert-led, premium intelligence covering beauty and personal care
categories across nine markets.
solution for the industry. Mintel Trends: Macro trends
backed by 300 observations a
month and consumer data across
Continuous forward- Technical foresight 35 markets.
looking intelligence • Formulations
• Across 10 beauty • Concepts Mintel GNPD: 40,000+ innovative
and personal • Packaging FMCG product launches every
care categories • Ingredients month across 86 markets.
• Product innovation • Patents
across 86 markets • Regulation & Mintel Market Sizes: Per capita
• Consumer insights labelling spend for 60 consumer goods
covering 35 markets • Textures & formats categories across 34 markets.

Global analysts Helping you make better

Direct access to experts decisions faster with:
in retail, category, • Insights and analytics
packaging and trends • Expert recommendations
• Robust predictions

Experts in what consumers want and why

Table Of Contents

HOW COVID CREATE

ACCELERATED CONNECTIONS
BEAUTY TRENDS THROUGH PHYISCAL SUSTAINABLE FOCUS ON
2020 - 2030 AND DIGITAL SPACES BEAUTY WELLNESS
HOW COVID ACCELERATED
BPC TRENDS

Get behind placemaking – create unique spaces,

physical or digital, and build brand relevance and
connections to bring conversations to life.
Impacts of COVID-19

COVID-19 has had a profound impact on consumer lifestyles,

the global economy and every consumer market. As a result,
our predictions from the 2030 Global Beauty & Personal Care
Trends have accelerated with implications for the next 3-5
years. A renewed focus on science and nature brings new
sustainability approaches to the forefront as predicted in The
Panorama of Humanity Trend. Recent events keeping people
apart has helped redefine the concept of connection, making
the Identity Traders Trend more relevant in the short term.
THE PANORAMA
OF HUMANITY
Explore the push-pull with nature and science.
Both must support each other to expand beauty
consumption.
Mintel experts predicted that:

• The brand-consumer relationship will shift to give
the consumer more control
• Instinct and intuition will become just as critical
to decision-making as information is
• Data will be used to create hyper-personalized
solutions for individual users
• Beauty will become more targeted based on
lifestyle and behavior
• Science and sustainability will progress hand-in-
hand to offer safe, sustainable and effective
solutions
• Brands will rebuild trust with consumers
through open and transparent communication
• Authentic eco-ethical missions will emerge with
a focus on positivity rather than negative
marketing
• Consumers will embrace biotechnology as the
path forward for clean, natural, cruelty-free
products
What's shifted
As COVID-19 drives consumers' lives online, the evolution of
how and where brands sell has quickly shifted. Mintel Trend
Driver Technology looks at how consumers find digital
solutions for real-world problems. With many store
closings, a robust digital retail strategy has become a
necessity. Communicating and connecting with consumers
virtually through authentic content and messages has
become the most impactful way to maintain a trusting
consumer-brand relationship, leveraging digital platforms
for web chats and live streaming.

Consumer trust has come into focus with many finding

science to be the answer as it provides clear-cut
information and reassurance where it has been lacking.
Eco-ethical conversations have taken over as consumers
become increasingly concerned about company practices,
particularly how they care for employees. While
sustainability paused in the short term due to concerns
over hygiene, it will return, reinventing "clean" with a
new mindset of how product manufacture, purchase and
use impacts the world around us.
How consumers are reacting

Trust, safety/hygiene and mental health are top priorities globally as consumers
gravitate toward brands and products that meet their needs and offer reassurances.

IN THE US IN BRAZIL IN CHINA

59% 62% 83%

of women aged 18-34 agree that of consumers express some level of consumers agree that clean
mental wellbeing has become a of discomfort related to getting beauty products adhere to
higher priority since the COVID- beauty treatments outside of higher standards in research and
19 outbreak the home development

Base: US: 2,000 internet users aged 18+, Jul 28-Aug 4, 2020; Brazil: 500 internet users aged 16+, Jul 27-Aug 4, 2020; China: 2,821 internet users
aged 18-49 who have bought clean beauty and personal care products in the last six months

Source: Lightspeed/Mintel; Mintel's Global COVID-19 Tracker; KuRunData/Mintel

Trend acceleration in action
Plan for the skin of the future
APEX, from Japanese skincare brand
Pola, has launched APEX Skin Planning
– it uses AI to analyze skin condition
and predict future changes to curate
long-term skincare regimens.
Skincare grown to order
Haeckels Bio Restore Membrane
leverages biotechnology for peak
sustainability. The UK-based brands'
eye masks are grown to order from
agar (seaweed). The packaging is
compostable and refills can be
ordered, making it plastic-free.
Retail teams turned virtual
consultants - Kiehl's Virtual Skincare
Expert is an example of a brand
pivoting to keep sales teams
employed by offering virtual
consultations via video chat. These
services are now common offerings
to engage with consumers.
What to watch
Digital beauty re-engages
consumers
Finding new ways to leverage
technology will help
reassureconsumers that shopping
for beauty is safe once again.
Previously launched AR/VR and
digital try-on apps that didn't
previously gain wide adoption will
find a new home in the post-
COVID-19 beauty world.
Return of the expert
rebuilds trust
Consumers will put more trust in
true experts like scientists and
other professionals who have the
credentials to back their
credibility. Rebuilding trust in
brands and product promises will
be essential to ensure that brand-
consumer relationships endure.
Ethics and sustainability
will lead
While eco-ethical considerations
may have taken a short hiatus in
the first stages of the pandemic,
consumers have now shifted their
focus back to these important
issues as part of the decision-
making process. The way brands
treat the world and its
employees' matters.
Recommendations for action

• Reinvigorate sustainability initiatives but consider the safety

and hygiene aspects to meet both consumer needs. Single-use can
be sustainable.

• Reinvest in digital strategies as a way to expand touchpoints with the

consumer and engage with them in new and useful ways. Omnichannel is
evolving in the "next normal" to be all-encompassing.

• Rebuild trust with consumers by focusing on the positive attributes of a

brand or product rather than by using fear-based or negative marketing.
Highlight the benefits and solve common consumer problems.
IDENTITY TRADERS
While toggling between connection and
disconnection, consumers will seek their tribe.
Beauty can be an enabler.
Mintel experts predicted that:
• Digitalconnections will replace real-life ones,
leading to further disconnection
• Access to overwhelming amounts of information
leads to anxiety and distrust, prompting
consumers to question what is truly authentic
• Brands will help break down digital barriers to
encourage connections
• "Third places" will become a new marketing
outlet for brands as consumers "go offline“
• Brands will help build communities by creating
both physical and emotional third places
• Brands will target consumers by tapping into
psychographics, not just demographics
• Consumers will begin to question identity with
the rise in inclusivity and push to have more
control over how they look
• Geographical limitations will disappear as
technology allows for remote services to reach
all consumers
What's shifted
Though consumers were looking to switch off and get back into
the real world for more face-to-face connections before COVID-
19, the pandemic has shifted the reliance back onto digital as the
only safe way to remain connected. This shift has created a real
longing for in-person interactions to come back with a renewed
level of value placed on them. A simple hug from a friend is
something many people have been without for months.

The idea and sense of community, as highlighted in Mintel Trend

Driver Identity, is one that has shifted significantly as well and
that all consumers are looking to find whether online or offline.
Brands have stepped in during periods of quarantine to help foster
open communication between like-minded consumers. This sense
of belonging and human-to-human interaction is essential,
especially for many whose "third place" has moved into the
home. For many, the home is now a living and working space, a
gym, a spa and for some, a classroom. As people spend more time
at home and invest more in their home spaces, brands will
continue to tap into this new homebody culture, creating products
and messaging that can help reinvent people's homes.
How consumers are reacting

Consumers are striving for connection, community and authenticity and

will gravitate toward brands that facilitate, and personify these ideas.

IN THE UK IN INDIA IN BRAZIL

74% 86% 33%

of Gen Z consumers (b. 2000-12) of consumers* agree that it is of consumers only trust social
believe the way they present important for them to feel part media recommendations from
themselves is fundamental to of a community beauty and skincare
who they are professionals

Base: UK: 1,000 internet users aged 12-19; India: 1,000 internet users aged 18+; Brazil: 398 internet users aged 16+ who follow beauty influencers
on social media

Source: Lightspeed/Mintel; Dynata/Mintel

Trend acceleration in action
Create new connections
@cosme Tokyo's 3F is a member-only
space located above one of Harajuki's
busiest cosmetics stores. It aims to
allow users and brands to connect
through exclusive access and events.
Source: istyle
Shop styling videos
Nordstrom fashion styling videos are
for the many who don't want to shop
in store just yet but consider buying a
product without seeing it in person to
be risky. Nordstrom's styling videos
provide an interactive product view.
Entertainment and retail
Shoploop from Google allows users to
discover new products through short,
entertaining videos that are
clickable. Users can save products for
later or click straight through to
purchase.
What to watch
Address lifestyle shifts
By focusing on lifestyle and
behaviors, brands can tap into
what truly drives the consumer to
action. Today's consumer
transcends demographics, so to
create relevancy and purpose,
brands will leverage
psychographics to connect with
consumers.
Create a sense of community
As social distancing becomes a
constancy, consumers will feel
more disconnected than ever.
Brands have a unique opportunity
to leverage their platforms and
followers with exclusive access to
products and events as a way to
reconnect and create
community.
Personify authenticity
Transparency across all brand
activities is a must-have for
today's consumer, and social
media is rife with new groups of
"watchdogs" calling out bad
behavior. Authentic imagery and
messaging will connect with
consumers and build lasting
brand relationships.
Recommendations for action

• Pay attention to consumer lifestyle shifts across regions; different

behaviors will warrant products with different functionalities. Those still
staying home will look for products with more of a professional feel.

• Brands that create a sense of community among their following will

more effectively rebuild brand-consumer relationships and give consumers
a way to connect with like-minded people.

• Be authentic…whatever that means for individual brand identity. Today's

consumer can sniff out disingenuous messaging, so don't fall into the trap;
be true and truthful.
CREATE CONNECTIONS
THROUGH PHYSICAL SPACES

Get behind placemaking – create unique spaces,

physical or digital, and build brand relevance and
connections to bring conversations to life.
Placemaking in marketing beauty
What it means
Placemaking is an emerging practice in
architecture and urban planning. It capitalises
on a local community's assets, inspiration and
potential, with the intention of creating public
spaces that promote people's health, happiness
and wellbeing. Beauty has the potential to
leverage this concept as the industry continues
to dial up on senses and emotions – increase users'
wellbeing by promoting products as more than
an improvement or enhancement on facial
appearances.
How to apply placemaking in beauty
Two keywords that the beauty industry has tapped
into increasingly in recent years – 'interaction' and
'community' – both speak to connection among
consumers across physical and digital grounds.
This is further discussed in Mintel's 2030 BPC
Trend Identity Traders and is predicted to grow
even more in importance. The pandemic has
further underscored the need and desire for
interaction and (re)connection among individuals,
and beauty continuously finds avenues to bring
conversations to life.
Places are key mentions in product launches

Global: BPC launches with places mentioned

0,21% 0,20% 0,18% 0,20%

0,16% 0,16% 0,14%
0,12%
0,07%

Jeju Provence Moroccan/Morocco

2017 2018 2019

Source: Mintel GNPD (Jeju, Yunnan, Kyoto, Himalaya, Provence, Dead Sea, Glacial, Morocco)
Places are key mentions in product launches

Ingredient stories have captured

consumers' attention and piqued Global: BPC launches with places mentioned, 2017-19
their interest in the places where
natural ingredients of beauty and 0,21% 0,2% 0,2%
0,18%
personal care products are 0,16% 0,16%

% of launches
0,14%
discovered, grown and/or harvested. 0,12% 0,09% 0,09%
0,08% 0,09%
0,09% 0,08% 0,06%
0,07% 0,06% 0,07%
From 2017 to 2019, the mention of 0,02%
0,01% 0,04%
0,06%

Jeju Island in global launches saw an 0,01% 0,01%

uptick, likewise for Provence and

Moroccan/Morocco.

The beauty sector will continue to

uncover more places from which to
source ingredients that bring 2017 2018 2019
goodness and wellness to consumers.

Source: Mintel GNPD (Jeju, Yunnan, Kyoto, Himalaya, Provence, Dead Sea, Glacial, Morocco)
Utilise placemaking to enhance consumers'
wellbeing during difficult times
One of the most succinct definitions of placemaking as
defined by the Massachusetts Institute of Technology's
Department of Urban Studies and Planning details 'the
deliberate shaping of an environment to facilitate social
interaction and improve a community's quality of life'.

Placemaking isn't a new concept, but the current

situation highlights that if put to use strategically, it can
enhance the wellbeing of communities. This powerful
marketing vehicle scores within both physical and digital
grounds because the same spaces can be replicated by
brands on social platforms.
Mintel recommends
Bring physical spaces
to consumers
Meet consumers where they
are. Be comfortable with
virtual set-ups of stores or
media events to connect with
consumers.
Create spaces for wellness
Health and lifestyle both play
enormous roles today.
Wellbeing is the centre of
attention, and brands are
responding with new
ingredients, different
ingredient uses and new
marketing communications to
stay relevant.
Pivot through placemaking
Get behind placemaking –
create interesting spaces,
physical or digital, that are
specific to the brand, and
build brand relevance and
connections.
BRING PHYSICAL SPACES
TO CONSUMERS
What has changed for brick and mortar

PREVIOUSLY… CURRENTLY…

Pop-up stores were a marketing route for brands Some brands and retailers quickly turned to virtual
to increase hype and engagement with consumers. pop-up stores in reaction to people adhering to
The beauty industry collaborated with adjacent lockdowns across cities. The beauty industry is no
categories and other industries to establish stranger to change, and brands swiftly shifted to
newness in how brands were marketed and find social networks for product launches.
the closest alignment with consumers' lifestyles
and attitudes. Mintel Trend Popscape details the
rising trend of pop-ups that brands had been
utilising to pique consumers' interest before the
pandemic began.
Case study: Innisfree (South Korea) broke the
boundary between real and virtual worlds
Innisfree was a pioneer in taking consumers on a virtual
tour to better understand ingredients' stories.

In 2016, Innisfree opened a virtual reality (VR) zone in

its Gangnam flagship store, featuring its representative,
model and actor Lee Min-ho. The VR zone aimed to
convey Jejudo's clean nature and pure energy, which are
the core philosophies of Innisfree's brand value.

The video 'Someday in Jeju' took consumers on a ride

with the celebrity along beautiful roads and the forests
of Jeju Island in a 360-degree panorama that
incorporated scents and a breeze to complete the 4D
experience. The captivating and stimulating VR content
broke the boundary between real and virtual worlds.

Source: Campaign Asia

Case study: Sephora (China) unveiled a virtual event

Virtual Sephora Day was live streamed in China via

its brand website, as well as WeChat and Tmall
platforms, in April 2020 amid COVID-19
restrictions. The curated spring and summer
beauty trends were unveiled during the virtual
event that drew the attention from both the
public and the media.

While Sephora's retail doors were shut during this

period, beauty events and launches did not come
to a halt. This generated high engagement among
consumers and worked to the advantage for
beauty brands exclusive to Sephora.

Source: LVMH
Meet consumers where they are

While the pandemic led to physical stores shutting their

doors to consumers, brands took the stage virtually to
continue with marketing and launches to stay connected
with their customers. According to online retailer Lazada,
it had the most customers of all time in April 2020,
surpassing its record for 11.11 or Singles' Day in November
last year, which was its biggest campaign.

Within Southeast Asia, online shopping has also boomed –

ecommerce sales soared 96% for the week ending May 11.

Be comfortable with virtual store set-ups or media events

to connect with consumers. Beauty advisors who are icons
of retail stores will become virtual assistants. They will
need to be trained to continue to represent brands through
selling and social media posting as well as assisting
consumers with virtual product testing.

Source: The Straits Times

CREATE SPACES FOR WELLNESS
The new transparency and wellness needs

With consumers' increased scrutiny on labels and

ingredients, spaces are highly leveraged to shed light on
ingredient quality and the land from which ingredients
are harvested. These aspects all add to ingredient
stories, presenting a heightened shift from clean
labelling, which started the conversation on
transparency.

The pandemic further accelerated the quest for safety

and personal wellness, which in turn prompted brands to
address the concept with sensitivity. Moving forward,
spaces can be better used to tell clean ingredient stories.
Some brands have started to do so and continue to tell
these stories time and again to demonstrate consistency
in their clean commitments to their customers.
Case study: Swisse (Australia) continues its quest for wellness

Swisse looked to unveil the brand's wellness mission with the launch
of its heritage story that tells of the founder's global expedition to
handpick nature's most nourishing ingredients. This narrative is a
reminder to today's consumers that the brand continues to commit to
sourcing the finest ingredients from around the world to help every
individual live a healthy life.

Natural and clean ingredients in products are important in today's

context, but consistency is key.

Source: Facebook/Swisse
Case study: Winona (China) goes to new heights
to source rare, efficient plant energy
Winona began in Yunnan, China, known as the 'kingdom of plants'
and the 'hometown of herbal medicine'. Apart from the brand's
specialities in botany, dermatology and biology, the brand story
draws on the fertile land where unique plants and fertile soil
unveil many beauty secrets.

For instance, at its peak of about 2,800m above sea level,

Yunnan Camellia was discovered; its essence has a miraculous
effect of skin brightening and making the skin supple and
smooth, currently found in the brand's Camellia-Lucent Spot-
Correcting Essence.

Source: Winona
Case study: Seed to Skin (Italy) revives
connections between body and mind
The brand started out with the founders' love for a plot of land in
Tuscany's Palazzetto, a place that was once known to be a healing
stopover for medieval pilgrims. A hotel, spa and farm were born out of
the land and eventually shaped the Seed to Skin brand, with key
ingredients originating from its very own estate.

The added spa experience features handmade candles consisting of

moisturising agents such as avocado oil, coconut extract and shea butter
that are put onto the skin and massaged in using slow, long strokes.

The location connects with people who visit. A quick stroll to the
laboratory and boutique teaches visitors about the set-up and how
products are made; overall, it's a spiritual place for reviving connections
between the body and the mind.

Source: Facebook/Seed to Skin

What this means
Don't just name ingredients, show them
Extend clean labelling from calling out
percentages of ingredients, natural or
bioengineered, on pack to showing where and how
ingredients are sourced. Implement placemaking
to market them and underline the consistent
commitment to natural ingredient sourcing.
Farm-to-face brands offer high levels of
traceability and transparency to meet consumers'
growing interest. Health and lifestyle play
enormous roles, with wellbeing as the focus.
Brands are responding with new ingredients,
different ingredient uses and new marketing
communications to stay relevant.
Wellness becomes a hygienic
factor in spaces
While health and wellbeing are universal concepts,
wellness is one that many have not tactfully
grasped and delivered in their brands, products or
sales channels. As wellness comes into an elevated
pursuit post-pandemic, look into areas that draw
upon self-awareness and brand mindfulness. Make
associations and connections with nature and the
land, or carve out spaces to provide a different
wellness perspective.
Open innovation, open spaces

The lack of connection during the pandemic will bring about a much
stronger desire for reconnection among people. There will be no
better time than post-lockdown to fully utilise spaces to embrace
connections and interactions between people, beyond just being a
place to buy and sell products and/or services.

Brands that continue with the pre-COVID-19 mindset to run their

business within brick-and-mortar stores will further lose appeal,
especially when product purchases have long surpassed physical
stores in the course of the pandemic.

Online pop-up stores on food delivery platforms are not unheard of

and effectively reach out to the younger generation of food delivery
enthusiasts. There is no new normal per say, but there is potential
for innovation that is waiting to be picked up by brands that dare to
be different, even within places once deemed irrelevant to a brand.

Get behind placemaking – create unique spaces, physical or digital,

or leverage nature to build brand relevance and connections.
SUSTAINABLE BEAUTY

The impact of COVID-19 does not mean sustainability

is off the agenda.
Mintel recommends
Improve trust with
transparency
Consumers will continue to
question brands and hold them
accountable as they seek more
control over their lives after
recent events.
Be open about sourcing, simplify
traceability and go beyond what
is necessary to build lasting
consumer trust.
Advance with technology
Demonised by the clean beauty
movement, science has developed
a cold, fearful image. But as front-
line health staff and researchers
become the heroes of the
pandemic, there is an opportunity
to reframe.
Show the potential of biotech to
improve our environment and
enhance products.
Work together to make
things better
Companies in all areas of the
beauty industry are aiming to
improve their sustainability, but
there's only so far each can go
alone or without assistance from
experts.
Consider funding academic
research to stay ahead of the
pack, think outside of the usual
supply chain or expand your
network through AI.
IMPROVE TRUST WITH
TRANSPARENCY
Consumers are questioning the industry
Now more than ever, consumers want brands to be upfront and open about their practices;
otherwise, they will seek out other authorities who they feel are more truthful.

Caroline Hirons and Jasmina Aganovic answer Michelle Wong PhD aims to educate through her
clean/sustainable beauty questions on IGTV, Jul 2020 Lab Muffin beauty science blog

Source: Instagram/carolinehirons; Instagram/labmuffinbeautyscience

Open up with traceability initiatives
Meet your herbs
Gaia Herbs supplements come with a
traceable ID number that can be
entered on its website to see
manufacture date, full ingredient
details and the testing results for
their purity, integrity and potency.
Open-source supplements
Natural Stacks share the full
ingredients, supplier list and third-
party testing results for all of the
supplements it creates, meaning no
'proprietary blends', just
transparency.
No more greenwashing
Provenance works with brands to help
prove their claims and publish this
information through brand sites or in
retailers (such as Cult Beauty) with
its blockchain-based 'Proof Points'.
Use certifications as signposts

Trying to navigate a world of vague regulation is difficult for consumers,

and accreditation can help to inform their purchase decisions.

IN INDIA IN SOUTH AFRICA IN MEXICO

82% 65% 70%

of adults agree that the number of adults use campaign and of adults believe that an ethical
of beauty and grooming products accreditation groups' beauty brand (eg eco-friendly,
available can be overwhelming information to learn about Fairtrade-certified) is worth
beauty ingredients paying more for

Base: India, South Africa, Mexico: 1,000 internet users aged 18+ in each market

Source: Dynata/Mintel; Lightspeed/Mintel; Offerwise/Mintel

Carbon negativity for a positive impact

With environmental concerns

leading to the ban of microbeads
and certain sunscreen chemicals,
it is imperative for brands to
stay a few steps ahead of
legislation.

BrewDog is working with Mike

Berners-Lee on its plans for
carbon negativity, including a
biodiverse forest, which will be
one of the largest native
woodlands created in the UK
for many years. LUSH makes CO2 negative BrewDog commits to removing
containers from cork double of the carbon they create

Source: Forbes
ADVANCE WITH TECHNOLOGY
Shake the cold-hearted image of science

Mintel's 2030 BPC TrendThe Panorama of Humanity

outlines how science and nature will increasingly fuse
together for health and environmental progress. This
prediction has been pulled forward to 2025 as the
public looks to science for an end to COVID-19.

Dove's "Courage is Beautiful" campaign shines a light on

this faith put into our scientific and medical
professionals – showing the harm and stress they put
themselves under for our wellbeing.

Take advantage of this trust in science and medicine to

improve the visibility of biotechnology. Italian biotech
company Takis, which usually specialises in vaccines for
cancer treatments, has recently shifted its focus to the Dove: "Courage is Beautiful"
development of a COVID-19 vaccine.

Source: YouTube/Dove US
Regenerative farming that saves soil

Vertical and aeroponic farming require less land

mass and cultivation/attention. Clariant and Plant
Advanced Technologies are working together to
extract actives with minimal disruption to the
plant's ability to regenerate.

Indoor production conditions are perfect for the

needs of root plants like ginseng and mulberry, and
research results show increased potency of
extracts, meaning stronger results for consumers.

Clariant's Prenylium is obtained from

aeroponic mulberry root

Source: Cosmetics Design Europe; ResearchGate

Feed the world, no matter the climate

Seawater Greenhouse's technology utilises the

cooling and humidifying power of water vapour
produced from evaporating salt water to grow
crops in desert areas.

By modelling performance in different climates,

it is able to tweak the design of each
greenhouse to improve efficiency and output.

A greenhouse in Jordan: part of the Sahara Forest Project

'Lab-grown' can be the next 'organic'
Consumer comfort with biotechnology is increasing. Beauty brands that create 'engineered
natural ingredients' can address issues related to unsustainable natural materials.

Global: interest in BPC product attributes, by select markets, December 2019

52%
44% 44% 43%
41% 39%
38% 38% 37% 37% 37% 36%
% of consumers

34% 35% 33% 33% 33% 32% 32% 32% 32% 31% 31%
32% 30% 29% 28%
27% 27% 27% 27% 27% 26% 26% 26%
22% 23% 24% 24% 23% 23% 21% 23% 22%
18% 16% 17% 18% 18% 20% 18% 18% 18% 17%
15% 17% 15% 16%
14% 14% 13% 13% 13%
8%

Products that are sustainably sourced (ie ethically/environmentally) Products that have sustainable synthetic ingredients*

Base: 1,000 internet users aged 18+ in each market; Brazil, Denmark, Finland, France, Germany, Italy,
Netherlands, Norway, Poland, Spain, Sweden, UK: 1,000 internet users aged 16+ in each market

Source: Lightspeed/Mintel; Dynata/Mintel; Rakuten Insight/Mintel; KuRunData/Mintel; Offerwise/Mintel

Highlight nature-identical benefits

While lab-developed ingredients

should have appeal, nature is still
considered the safest option for
many beauty consumers. Overcome
their current apprehension by
promoting nature-identical
ingredients.

Consumers will then be primed for

tweaks that improve on these
ingredients. In a future where
natural resources have been
depleted, 42% of consumers in Saudi
Arabia say they would buy products
containing scientifically modified
natural ingredients. Canapure is 99.8% pure synthetic Technion Institute created bee-free
CBD with no psychoactive effects honey with a synthetic bee stomach
WORK TOGETHER TO
MAKE THINGS BETTER
Improve trust through academic partners

Upcycling is a simple solution to

reduce carbon footprint, and 44% of US
consumers would buy BPC products
made from organic waste from
other industries.

Actives synthesised from

cashew nut shell liquid through
xylochemistry can absorb UVA
and UVB radiation.

The University of Adelaide will lead

the APDRA consortium in developing
the commercial production of active
ingredients from crop waste (eg
anthocyanin antioxidants from apples). Universities in Germany, Malawi and Agricultural Product Development
Tanzania research cashew shells Research Consortium (APDRA)

Source: Phys.org; Sustainability Matters

From farm to table…to face
Squeeze every last drop of usefulness from natural ingredients by using waste from
the food industry. This brings down cost of goods, as well as making a good story.

Chai spice Beeswax Vegetable oil

UpCircle Chocolate Charcoal Soap Bar
is infused with leftover chai spices.
Initially, the brand went to local
coffee bars collecting waste grounds
and spices.
Montamonta x London Honey Co. All
Purpose Balm is made from the
beeswax generated by the urban bees
kept on top of the Tate Modern and
Fortnum & Mason in London.
Further soaps and lotions are derived
from locally sourced depleted
vegetable oil, refined into biofuel and
then converted into glycerin-based
products.
AI can foster industry connections
While validating formulas and claims, new AI platforms basically create a database of the most
compliant sustainable ingredients for potential manufacturing partnerships.

Ecomundo will constantly test the regulatory Novi validates formulas for brands, retailers and
compliance of new and existing formulas suppliers, as well as helping them connect

Source: Cosmetics Business

FOCUS ON WELLNESS

Consumers want to feel well. Wellness is not just

a physical state but it becomes important for the
mind too.
What it's about

Wellbeing is no longer about simply wanting to look

after oneself in broad terms, nor is it about the
extremes of a total lifestyle change or commitment to
an intense regime. Instead, a holistic approach is
becoming a key motivator of consumer behaviour,
underpinned by convenience, transparency, and value.

People are becoming more familiar with, and

questioning, products and ingredients that promise
previously niche or unheard of solutions. There are
opportunities for brands to become wellbeing partners
with their customers.

While the mass-market and ‘one-size-fits-all’ approach

will still have value, we will see the emergence of
bespoke solutions that aim to fit the many disparate
needs of consumers.
Global opportunities
Be more engaging with your
convenient propositions
Help busy women, older women and
those with dexterity issues quickly,
steadily and easily apply nail polish.
Be creative and inspired by add-on
tools/accessories that provide
better grip and precision. Convey
convenience via engaging
advertising: Catrice's ‘sleep-proof’
polish can be used before bed and
wont be smudged by bed sheets.
Align with on-trend
and playful themes
More than ever, wellness and
uplifting themes will fare well given
COVID-19 fears. Position nail colour
routines as pleasurable – a time to
reflect and relax. Bring playful
concepts (eg colour-changing,
tactile textures) to the fore, and
inject life into shades with food-
based and joyful themes (eg
inspired by Holi festival).
Tap into clean beauty
and eco trends
Showcase the use of plant-based
glitters or non-plastic lids (ie using
cork, bamboo, bioplastics).
Develop water-based formulas and
stress their merits (eg gentle on
nails, fast to remove). Mention
‘clean’, ‘pure’ and ‘healthy’ terms
in your branding. Turn to underused
natural ingredients (eg anti-fungal
tea tree).
BPC is seen as a treat to banish stress
El cuidado de la piel y el cabello a través de actividades más rutinarias y
tratamientos adicionales tranquiliza a los consumidores españoles.

Spain: top six beauty and grooming Spain: reasons for doing any BPC
activities done more often since the start activities more often as a result of the
of the COVID-19 outbreak, May 2020 COVID-19 outbreak, May 2020
% of consumers % of consumers doing beauty and grooming activities more often

Bathing/showering 28% More time 69%

Using moisturiser 19% Treat/pamper myself 52%
Cutting your own hair yourself 18% Reduce stress/anxiety 43%
Washing your hair 17% Improve physical health 39%
Using skincare treatments 15% More money 4%
Using haircare/scalp treatments 13% Other reason 5%

Base: Spain: 2,000 internet users aged 16+; 1,031 internet users aged 16+ who are doing more BPC activities since the COVID-19 outbreak

Source: Lightspeed/Mintel
Ingestible/topical ranges stress naturalness
backed by scientific integrity
Tap into Mintel's 2030 BPC Trend The Panorama of Humanity
and promote natural while also pushing a scientific message,
especially given renewed trust in scientists amid COVID-19.

Be inspired by The Nue Co, which speaks of blending scientific

and natural innovation, namely working with clinically proven
ingredients and using best practices from Ayurvedic and
Chinese medicines.

The primarily ingestible VMS supplement brand, first launched

in 2017, also recognises the importance of complementing
internal products with external ones by offering Topical-C
powdered vitamin C for the face. It is to be mixed with
moisturiser, serum or water to help boost collagen, fight sun
damage, reduce fine lines and firm and brighten skin.

Source: Instagram/thenue_co
Appeal to engagement with stress-relief solutions

IN ITALY IN BRAZIL IN THE US

41% 59% 44%

of adults have been doing BPC of adults show interest of adults pre-COVID-19
activities more often as a result in relaxing and sleep aiding VMS cited mental health disorders
of the COVID-19 outbreak to formulas (eg with melatonin or (eg stress, anxiety, depression)
reduce stress and anxiety Passiflora) as a top health concern

Base: Brazil: 1,500 internet users aged 16+; Italy: 996 internet users aged 16+ who are doing more BPC activities since the COVID-19 outbreak; US:
2,000 internet users aged 18+

Source: Lightspeed/Mintel
Holistic self-care will gain greater attention

Self-care is the new mantra since

COVID-19; more consumers look for
multi-functional health & wellness
benefits for skin and mind.

Consumers are seeking out product

solutions that support immune health;
it's the benefit that 58% of US women
would want an ideal supplement to
offer.

Expect beauty brands touting the

wellbeing message to add to the
repertoire of improving sleep,
decreasing stress and boosting energy
by including immune health support. natureofthings: wellbeing products Neom Organics: mood-improving set
to elevate body and mind of sensory products

Source: YouTube/Neom Organics London

Consumers have emphasized the importance of
emotional health since the start of COVID-19

IN THE US IN BRAZIL IN THE UK

44% 60% 45%

of adults have more highly of adults have more highly of 16-34 year olds have done
prioritized mental wellbeing prioritized mental wellbeing more beauty and personal care
since the start of COVID-19 since the start of the pandemic, activities to reduce stress and
eclipsing eating healthy at 44% anxiety since the pandemic
began

Base: US: 2,000 internet users aged 18+, May 28-Jun 4, 2020; Brazil: 611 internet users aged 16+, May 16-28, 2020; UK: 2,000 internet users aged
16+, May 2020

Source: Lightspeed/Mintel; Mintel's Global COVID-19 Tracker

In 2020:

• Convenient, non-obtrusive wellness solutions in the home.

• BPC products move away from improving or changing appearance

and toward internal and external wellbeing.

• Products touting mental health benefits gain traction.

• Widespread adoption of synthetic and lab-created ingredients.

• Alcohol consumption continue to decline among young people, with

functional drinks increasing in popularity at a rapid pace.
In 2025:

• Benefits of blood-based solutions in beauty, drink, food and

personal care become widely acknowledged.

• Government-led changes to water consumption, focusing on

filtration and preservation.

• At-home DNA testing kits become mainstream for personalised

wellness, from diet to skin and hair solutions.

• Red meat consumption move from mainstream to luxury to taboo.

• Alternative ways of working and studying emerge to counter the

stress of the automation threat.
In 2030:

• Development of micro-robotics in the bloodstream to proactively

and preemptively fight threats.

• Clean air as a selling point for high-street retailers, venues, and

public buildings.

• Over-population and geo-political changes create new ways of

existing in communities, with shared facilities and resources
becoming essential.

• Vehicle ownership shrink as physical space and the environmental

impact of air pollution become a priority.
Thank you

Marco Macconi
Regional Manager Iberia
mmacconi@mintel.com

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