Seasonality Emerges as Key Beauty Trend

Mintel Beauty & Personal Care announced Seasonality as a key beauty trend. While the calendar often shifts diets towards seasonal produce, Mintel research has found that the seasons too are now defining beauty regimens around the world. Rather than simply using the change of seasons as a reason to introduce color stories or scents, beauty manufacturers are increasingly introducing innovative products that offer defense against the cosmetic and emotional effects of specific weather conditions. Indeed, the beauty landscape has steadily evolved over recent years in response to the demands of the Seasonality trend, with a considerable growth in the number of launches of products over the past three years. Seasonal products accounted for as many as 11.1 percent of all beauty and personal care launches in 2014, up from 9.8 percent in 2011. What's more, seasonal facial skincare launches rose from 0.5 percent of global launches in 2009 to 1.2 percent in 2014.

According to Jane Henderson, global president of Mintel's Beauty and Personal Care Division, "Our research shows that consumers are becoming increasingly aware of – and concerned about – how changes in the environment are affecting the condition of their skin and hair. Already, beauty manufacturers have started to go beyond taking simple seasonal approaches geared to public holidays or gifting occasions and instead are taking on the elements within their product innovation. Highlighting a gap in the market, Mintel's exclusive consumer research reveals the strong global consumer demand for skincare launches that tap into changing seasons. Some four in five (80 percent) German consumers claim their facial skin needs change throughout the year and almost half (48 percent) of Chinese female facial skincare users choose products from different brands in different seasons. "A new generation of winter care products offer additional care and hydration for the skin," says Vivienne Rudd, director of insight, beauty, and personal care. "These tend to target dry or very dry skin and mention cold, dry weather. However, the future will see the arrival of boosters that address cold, damp weather as well as the extremes of dryness. Meanwhile, extreme summer conditions are calling for products which protect the skin from heat and humidity as well as UV damage, and which build up resilience against the forthcoming autumnal changes. By creating these seasonal options, brands have a chance of building year-round loyalty."

Furthermore, there are strong demands for haircare launches that tap into the Seasonality trend, with 30 percent of Brazilian haircare consumers claiming they would pay more for products to protect their hair from sun damage. "Today, we have a number of generic seasonal skincare and haircare launches, but in the future we expect a new generation of products targeting specific skin and hair issues," says Rudd. "These product introductions have the opportunity to address concerns that have arisen due to climatic conditions and seasonal stresses, varying their textures, building up seasonal ingredient profiles and selecting appropriate fragrance blends."

Currently, nearly half (48 percent) of U.S. suncare users express interest in gradual tanning body washes and 44 percent of U.S. women who use soap, bath, and shower products look for extra moisturizers in the winter months. Furthermore, 81 percent of U.S. men using soap, bath, and shower products would be interested in adding deodorizing properties and 59 percent would be interested in bodywash and soap with SPF. As such, the Seasonality trend also looks set to shape the future of the personal care market.