Painting the full picture

Why you should be combining data sets to understand what drives the latest trends.

Manufacturers in the Beauty sector need the full set of data to make decisions for the long-term.Making decisions based on purchase data or usage data alone isn’t enough, the two work in tandem. By combining purchase and usage data, you can understand how your market is shifting and the reasons why. And this is the crucial part – the part which will allow you to get ahead of the latest trends and identify where the gaps are for you to operate in.As the Beauty sector rebounds from Covid and continues its long-term evolution, opportunities for growth are everywhere. The areas identified in this report are only the beginning. Consumer trends are the driving force behind purchasing or the driving force working against it – and in order to futureproof your business, you need to be aware of what these trends are.Over the next few pages we recap just a few of the areas we’ve identified in this report:

Cosmetics

Consumers are using products less – but there are still pockets of growth to be found. Manufacturers should identify one hero product that is easy to use and long lasting, and champion this to consumers on these attributes.

For those manufacturers selling to the Asian market, targeting products towards the ‘natural look’ could offer significant growth.

Total usage occasions are in decline, as is time spent on getting ready – focus now needs to be on fewer products, speed of use out the door, and long-lasting products.

Eye makeup has weathered the storm better than any other cosmetic occasion – manufacturers should seek to champion these products and focus on eye colour enhancing as a marketing tool.

Organic/natural ingredients and sustainability are key premiumisation points – consumers are actively avoiding non-sustainable products, and Eco-Active shoppers spend more than the average shopper.

Hair care

Consumers are willing to spend more money on premium products – manufacturers should seek to target premium product attributes.

Manufacturers should seek to tap into the lengthening hair trend – targeting long-haired individuals with specific messaging around split end products, damage-focused products, and long-haired variants.

Manufacturers have an opportunity to target more functional product offers – hair loss treatment, anti-dandruff, sophisticated usage moments.

As professional haircare moves in home, manufacturers should consider how they can target those wishing to dye their hair blonde with messages of reassurance to help attract more of this market and products for treatment that are needed post-colouring.

Face & Body care

Manufacturers should look to this growth market for opportunities – particularly in face care in Asia and body care in Latam.

Brazil is a strong growth market in face & body care, and one to watch for manufacturers. Focusing on hygienic benefits in Brazil to attract this growing market (primary reason for purchase is hygiene).

Target products as solutions to skin conditions – growing awareness is an opportunity for growth in these areas.

Manufacturers seeking to premiumise their products should look to sustainability and Derma as USPs.