Apps will feature highly in this year’s virtual reality space, as brands work towards improving consumer purchasing methods. While consumers will have the option to ‘try before they buy’, we will see companies advise prospective customers on ideal actives, colours and scents.
Making it personal
This New Year, the Institute reports that consumers will be demanding customised product ranges, based on individual preferences.
Companies will need to start the customisable process from the outset by considering novel formulations that combine personalisable bases with optional actives.
Brands developing products should seek to “provide a base serum, cream or crème gel to suit [the] target market needs in a pack with concentrated ‘active’ serums to add to the base to suit their skin needs at any given moment”, said Belinda Carli, Director of The Institute of Personal Care Science.
Based on the needs of individual consumers, Carli points out that formulations may include a ‘clearing serum’ for those with congested skin or a ‘hydrating serum’ for dry skin, for example.
They must also have a selection of bases with active concentrates that tackle a wide range of personal care issues such as anti-ageing and anti-pollution.
Updating claims
As a result, packaging and labelling will need to be updated to provide easy dispensing units and offer clear instructions to ensure consumers can personalise the product simply and conveniently, depending on their bespoke needs.
It is not only the personal care sector and skin care products that will focus on providing consumers with customisation; we can also expect colour cosmetics brands to replicate this trend.
Pairing personalisation with contemporary digital marketing tactics, Carli suggested that companies may opt to offer multi-colour palettes with accompanying instructional online videos to add value and advice on application.
As multi-functional products are gaining popularity and APAC consumers continue to be conscious of their purchasing habits, we may soon start to see customers have the option to modify foundations and colour cosmetics according to the season, skin tone and personal choice.
Perhaps the biggest surprise this year will be consumers’ ability to impact their fragrance selection, without having to splurge on numerous scents. R&D departments are predicted to invest in adapting perfumes with concentrates to modify the smells available to users.
Keeping it clean
Sustainability has been on the lips of brands, organisations and consumers alike in recent years, as mid-to-long sustainability initiatives become the norm for many household brands.
This year, the focus will turn to how these beliefs and plans can be further engrained into corporate philosophies and corporate missions, and communicated in marketing campaigns.
Looking ahead, the personal sector will be supporting its pledge by selecting sustainably sourced materials as a priority and speaking about the importance of sustainability.
“From greening up your carbon footprint, using materials that‘ give back’ and even making a point of your recycled packaging, make sure your marketing provides the sustainability message of your brand as a mainstay from 2017 on,” added Carli.
Sweat/Wear Proof your workout
With convenience and on-the-go applications a high priority for APAC consumers, the Institute of Personal Care Science anticipates that 2017 will be the year of protecting your look against the impact of exercise and wear by using film formers.
This trend is particularly prevalent in the colour cosmetics sector throughout Asia, as fashionable females in the 20-35 demographic seek products that can stand the test of wear and time.
As this consumer segment has the highest social media use and exploration of colour cosmetics, apps and online marketing channels will provide tips to help see consumer’s beauty look last from day until night.