Curtis 1000 Beauty & Personal Care Trends Guide

trends guide Build your brand in a changing marketplace.

table of 01 Make Life Easy. . . . . . . . . . . . . . . . . . . . . . . .

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02 Food For Skin. . . . . . . . . . . . . . . . . . . . . . . . .

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03 Him Her Them. . . . . . . . . . . . . . . . . . . . . . . .

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04 Save The Earth. . . . . . . . . . . . . . . . . . . . . . . 10 05 One On One. . . . . . . . . . . . . . . . . . . . . . . . . . 12 06 Beauty For All. . . . . . . . . . . . . . . . . . . . . . . . . 14 07 Just For You . . . . . . . . . . . . . . . . . . . . . . . . . . 16 08 To Any Door. . . . . . . . . . . . . . . . . . . . . . . . . . 18 09 Color It Coral . . . . . . . . . . . . . . . . . . . . . . . . . 20 For Further Reading. . . . . . . . . . . . . . . . . . . . . . . 22

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TREND 01

01 make life Convenient By Design The beauty and personal care category has adapted to the demands of working out, working longer hours and athleisure millennial lifestyles.

Sweat resistance and built-in SPF now enable makeup users to go directly from power walk to power lunch.

Changing buying habits have created new marketing needs as well. Makeup brands must offer point-ofpurchase solutions that work as well in yoga studios as they do in department stores.

Beauty & Personal Care Trends Guide

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Trend 01: Make Life Easy

Birchbox’s collection of lightweight

products, like a cheek tint and brow gel, are intended to keep up with the modern woman’s day, whether that means going straight from pilates to brunch or just powering through an actionpacked, appointment-filled day.

TREND 02

02 food for Wellness Focused Environmental consciousness does not end with recycled packaging materials or printing inks with low volatile organic compound (VOC) ratings.

Sustainability is equally relevant to what goes inside the bottle.

Whether it’s baby products, moisturizer or foundation, more brands are going all-natural in their ingredients lists and business models. That focus on wellness is reflected in everything from greater transparency in marketing and labeling to fleets of biodiesel-fueled delivery trucks.

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Trend 02: Food For Skin

Seventy-three percent of millennials say they want natural products. We think this category will get more synthetic skin care ingredients.

Amy Regan

Founder and CEO of Skinfix

skin care

awareness as CVS gets out of

TREND 03

03 him her Embrace The Shift Personal care products and cosmetics are no longer just for women. The market has expanded to include androgynous and male consumers, opening the door for vast new opportunities.

Market leadership will go to those who embrace this shift in demographics. From advertising methods to product packaging, labeling and in-store displays, brands must move quickly to capture consumers being represented for the very first time.

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Trend 03: Him Her Them

Beauty is a way for individuals to experiment with new forms of self-expression.

On the cutting

edge of this trend is Chanel, which just introduced its men’s

makeup line called Boy de Chanel.

TREND 04

04 save the New Shades Of Green Environmental awareness has found its voice in the beauty and personal care industry. Sustainable business practices are now at the forefront as brands seek eco-friendly solutions at every touchpoint.

Watch for earth-first innovations to become key points of differentiation in the marketplace. Lowimpact production processes, recycled packaging, plastic waste reduction and more will all shape how products are sold.

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Trend 04: Save The Earth

Cosmetics giant L’OrÊal has committed to a 60

percent reduction in water consumption per finished product by 2020 while Unilever is committing to halve the water associated with the consumer use of its products by 2020.

05 TREND 05

one on Social Marketing For an industry based on making great first impressions, social marketing is the perfect fit.

Online influencers are playing an ever larger role in beauty and personal care.

Social channels such as Instagram, YouTube and Twitter are being used to draw attention to brands and enable one on one conversations.

Technologies like these can influence consumers in ways traditional advertising cannot.

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Trend 05: One On One

Authenticity has taken over from celebrities because consumers don’t

believe

celebrities. They want something from a friend, colleague or a family member and not from a billboard.

06 beauty for Inclusivity Matters Just as product offerings have evolved to include TREND 06

all genders, they’ve also evolved to include a wider variety of age and racial demographics. Brands are responding to avoid being left behind.

Look for product development to embrace inclusivity. Colors that match diverse skin tones and options for older consumers will become the rule ― not the exception — and every element of the marketing mix must reflect that change.

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Trend 06: Beauty For All

2019 is set to see the launch of new

skincare ranges that have been specifically formulated to treat and address the needs of skin of colour.

Dr. Barbara Kubicka

Aesthetic doctor and founder of Clinicbe

07 just for Personalized Experiences Just-for-me advice and environments rich with branded signs and graphics make in-store interactions deeply rewarding for consumers.

Artificial intelligence (AI) is now being used to replicate that feeling outside the store.

TREND 07

AI applications enable brands to offer online foundation and lipstick color matching, customized skincare regimens and more ― just like at a makeup counter. Expect to see product discovery become a more personalized experience through thoughtful uses of interactive technology.

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Trend 07: Just For You

With all technology, we see consumers craving to bring

humanity

back to an increasingly impersonal world and increasingly impersonal shopping experience.

08 to any Subscription Boxes Subscription-based marketing has transformed a variety industries, health and beauty among them.

Deliveries direct to the front door enable consumers to continuously sample new products in a low-risk way without the commitment of large purchases.

Subscription boxes are a natural fit for this market but the key is moving consumers from trial to repurchase. High-end packaging and tactile experiences can be used to heighten the

TREND 08

anticipation of what’s inside.

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Trend 08: To Any Door

The secret of sustainable

growth is moving people from trial to

replenishment. Trial is an investment, repurchase is profitable, it’s where long-term value is created.

09 color it Color Of The Year For the past 20 years, The Pantone Color Institute™ has set the stage for trends with its Color of the Year selection. Pantone chose Living Coral for 2019, a hue perfectly suited to beauty and personal care products.

Color is truly king in this industry. Watch for vibrant coral shades to appear in everything from nail polish, eye shadow and blush to the packaging and displays

TREND 09

used to sell them.

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Trend 09: Color It Coral

Living Coral will be a major

trend. Adding a pop of this shade to our vanity is all we need to keep abreast the beauty trends and ace the beauty game in 2019.

for further 01

Make Life Easy Raphael, Rina. “Athleisure Makeup Has The Cosmetics Industry Breaking A Sweat.” Fast Company, 6 Feb. 2017, https://www. fastcompany.com/3067727/athleisure-makeup-has-the-cosmetics-industry-breaking-a-sweat. Accessed 11 April 2019.

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Food For Skin Kestenbaum, Richard. “How The Beauty Industry Is Adapting To Change.” Forbes, 19 June 2017, https://www.forbes.com/sites/ richardkestenbaum/2017/06/19/how-the-beauty-industry-is-adapting-to-change/#7e80a5e03681. Accessed 11 April 2019.

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Him Her All Danziger, Pamela. “6 Global Consumer Trends For 2019, And The Brands That Are Out In Front Of Them.” Forbes, 13 Jan. 2019, https://www.forbes.com/sites/pamdanziger/2019/01/13/6-global-consumer-trends-and-brands-that-are-out-in-front-of-them-in2019/#6e22d1ea4fe4. Accessed 11 April 2019.

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Save The Earth March, Bridget. “13 Big Beauty Trends For 2019.” Harper’s BAZAAR, 14 Dec. 2018, https://www.harpersbazaar.com/uk/beauty/ skincare/a25568595/beauty-trends-2019/. Accessed 11 April 2019.

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One On One

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Beauty For All

Kestenbaum, Richard. “How The Beauty Industry Is Adapting To Change.” Forbes, 19 June 2017, https://www.forbes.com/sites/ richardkestenbaum/2017/06/19/how-the-beauty-industry-is-adapting-to-change/#7e80a5e03681. Accessed 11 April 2019.

March, Bridget. “13 Big Beauty Trends For 2019.” Harper’s BAZAAR, 14 Dec. 2018, https://www.harpersbazaar.com/uk/beauty/ skincare/a25568595/beauty-trends-2019/. Accessed 11 April 2019.

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Just For You

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To Any Door

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Color It Coral

Kestenbaum, Richard. “How The Beauty Industry Is Adapting To Change.” Forbes, 19 June 2017, https://www.forbes.com/sites/ richardkestenbaum/2017/06/19/how-the-beauty-industry-is-adapting-to-change/#7e80a5e03681. Accessed 11 April 2019.

Kestenbaum, Richard. “How The Beauty Industry Is Adapting To Change.” Forbes, 19 June 2017, https://www.forbes.com/sites/ richardkestenbaum/2017/06/19/how-the-beauty-industry-is-adapting-to-change/#7e80a5e03681. Accessed 11 April 2019.

“Beauty Trends 2019 Predictions: From Monochromatic Eyes To Metallic Lips, Experts Reveal Makeup Looks To Wear In The New Year.” Latestly, 29 Dec. 2018, https://www.latestly.com/lifestyle/fashion/beauty-trends-2019-predictions-from-monochromaticeyes-to-metallic-lips-experts-reveal-makeup-looks-to-wear-in-the-new-year-562324.html. Accessed 11 April 2019.

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Appendix: For Further Reading

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make an Curtis 1000 is eager help you transform complex challenges into engaging brand impressions. From big picture strategies to the finest details, our diverse solutions bring ideas to life. Curtis’ worldwide network ensures we have the capability, capacity and speed to market to support all of your communication programs. From packaging and labels to promotional projects, we roll up our sleeves and ensure your brand story is authentic and memorable — all the way from product to customer.

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Š 2019 CURTIS 1000 (Form #15-29-01-25 Rev 4/2019)