Market insights: The new beauty routines shaping 2019

21-Mar-2019 - Last updated on 21-Mar-2019 at 07:49 GMT

We caught up with Emmanuelle Bassmann, founder of In-Trends, to hear how consumer beauty routines are evolving in 2019, and how brands can keep up.

Bassmann will lead a session at the in-cosmetics Global trade event in Paris, 2-4 April, where she will offer further insights on this trend.

How are consumer beauty rituals evolving? Why is it happening?

As consumers continue to look for new ways to streamline their beauty routine’s, they are constantly on the lookout for ‘wonder’ products.

Today’s consumer is super savvy, mainly due to digital culture. Beauty fans have become highly knowledgeable about products, often via social media channels on YouTube, Instagram or Reddit.

With this comes a growing expectation that the beauty products that they are purchasing are super expert and are able to perform in many different ways.

Are there regional variations in beauty routines and in how they’re evolving? Can you explain some of these?

In the East, we see more streamlined beauty routines. K-beauty is shifting from the 10-step routine to fewer steps. It’s about using fewer products, but with higher concentrations of effective ingredients. It’s about a demand for time-saving solutions with less layering.

The less is more attitude is also connected to the belief that layering multiple products is not necessarily a good thing.

In the West, we continue to see brands launching products in line with a one-step routine. A product that replaces all steps of the skincare routine.

A perfect example to illustrate this is Carter + Jane The Everything Oil. This product replaces your day cream, night cream, neck cream, eye cream, serum, lip balm and it can even be used as a cleanser.

How are shifting beauty routines set to impact on the beauty and personal care market?

Today’s beauty products need to be intelligent, hyper-flexible and personalised. With this in mind the beauty industry is moving to an emphasis on flexibility and function. There is a desire for more diversity and inclusivity, and as a result of this we see new routines and rituals emerging.

As beauty becomes less rigid, it’s no longer good enough for a product to do one thing.

Consumers are willing to pay more for a product with multiple-actions so that they can ensure that their Individual and personalised needs are served from one product and that it will offer them the flexibility to be used in many different ways.

Despite consumers’ intellectualism, they are still looking to the brands to give them very detailed and specific instructions on the multiple ways to use.

What, if any, are your top tips for industry professionals looking to maximise on the potential of evolving beauty routines?

Take note of the new generation of beauty brands that are 100% hybrid as there are the ones who will do will from the recent developments.

Farsali is a good example of a brand which is working to bridge the gap between makeup and skincare.

A skin care product that only does one thing is such old news: Farsali Skin Tune Blur comes with detailed instructions about the multiple options for application which provide multiple outcomes and benefits.

Within the over-saturated beauty market, this approach to beauty products is a favourable one, as it also supports sustainability and minimalism. Beauty brands are able to stay true to their vision of an intelligent product that is high functioning whilst remaining environmentally conscious.

Brands need to think about the different stages of a consumer’s daily lives and provide advice on the most effective way to use products so that they can be adjusted according to their lifestyles, different activities and their varying needs from day to day.

This means that one product can be used for all of a person’s needs.

When launching a product, brands need to give at least three to four expert ways to use it. It is important they are inclusive with products that suits all, whilst making sure that the usage is unique to best benefit a consumer’s individual needs.

Further insights at in-cosmetics Global

Emmanuelle Bassmann, Founder of In-Trends LTD, will lead a session at in-cosmetic Global on ‘The new beauty routines’ – on Tuesday 2 April at 10:00.

The session will explore the hybridisation of beauty products which are being developed to be incorporated into new beauty routines and rituals consumers are embracing. For more information on the in-cosmetics Global 2019 education programme, visit here.