CHANGE IN SEASONS
“Consumers continue to be more and more sophisticated when it comes to skincare choices and the changes they see happening in their skin,” says Janet Pardo, Clinique’s senior vice-president of Global Product Development. “Whether it’s due to seasonal, lifestyle, or simple day-to-day changes in the skin, we’re seeing people using skincare products in different ways to answer our immediate needs,” she explains. Although the changing seasons have traditionally been used to introduce new colour stories or fragrances, market intelligence agency Mintel believes that beauty houses will create innovative products that offer protection against the cosmetic and emotional effects of weather conditions. “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 Vivienne Rudd, director of Insight and Innovation, Beauty and Personal Care at Mintel.
Up until now, high-tech gadgets have been the sole territory of the serious beauty consumer, but Pardo predicts beauty devices will become staples in our bathrooms over the coming years. “Consumers are always looking for elevated performance that complements topical skincare products, and the proliferation of devices on the market right now reflects this growing need,” Pardo explains. In the future, price accessibility will see 3D printers used to create make-up, while photo- rejuvenation and hair removal devices will move out of the spa and into the home. “Beauty gadgets will make a woman’s life easier, and I believe there’s still a lot to come in this arena,” Pardo says.
“There will be a focus on sensorial beauty products for women looking to ‘unplug’ with quick, spa-inspired rituals,” says Anne Carullo, senior vice-president of Global Product Development for Estée Lauder and Tom Ford Beauty. Facial masks will make a comeback, with most cosmetic companies, including Estée Lauder, launching new products in this category. There won’t just be innovative products on the market – instead of saving masks for pampering rituals, we’ll begin following in the footsteps of South Korea and start using them more regularly, in some instances even daily.
THE INSIDE COUNTS
We could soon be lathering our skin with probiotics or fermented food and popping skincare supplements as the wellness sector starts to have an overarching impact on our lives. Beauty insiders believe we’ll need to look to our pantries for clues to the next big ingredients in skincare – superfoods are increasingly becoming star components in a range of beauty products. As scientists delve into the impact gut health has on the ageing process and skin, we’ll start to see a new generation of beauty supplements rise in popularity.
You may find yourself rubbing wrinkles away in the future as topical Botox could be just years away, according to Dr Catherine Porter, spokesperson for the Cosmetic Physicians Society of Australasia. Porter doesn’t believe such a formula would completely replace current fillers as she’s sceptical that creams will be able to penetrate the skin as deeply as injectable Botox. However, Porter does think topical Botox could be very useful for the delicate eye area. “They’re still in early stages of development, doing clinical trials, and the initial results are promising,” she says.
THE MODERN MAN
Male grooming and skincare is growing faster than any other beauty category and will become a key focus for beauty brands as more men invest in their appearance. Love it or hate it, we’ll be seeing more of the man bun. In 2015, for the first time, Google recorded more search queries for men’s haircare than women’s. According to Google’s 2015 Beauty Report, “Men are turning to the web to educate themselves.”
For many of us, health and beauty now go hand-in-hand with approaches to wellness starting to come from all angles. According to an October 2015 J Walter Thompson report on the rise of conscious consumerism, 82 per cent of people surveyed believe the best path to beauty is through diet. Hady Wenham, managing director of Forme Spa, is already noticing a shift in the way her clients think of beauty.“We’re finding that clients used to just want to look good, but more and more interest is being focused on living well so you look great,” Wenham says. “No matter what cosmeceutical products you use, which of the latest and greatest high-tech beauty procedures you’ve had, if you’re stressed and run down, you aren’t going to look your best.” In 2016, more of us will turn to beauty and wellbeing as one holistic system, with companies aligning their services and products.
EAST MEETS WEST
Anyone hoping to avoid expanding their three-step beauty routine may be out of luck as the influence of the Korean 10-step-plus regimen grows. From exotic ingredients to entirely new products, many experts believe the best innovations will come from Asia.
FOUNTAIN OF YOUTH
A professor of genetics at Harvard Medical School, George Church, believes he can “cure” ageing. While it might sound like science fiction, Church isn’t alone in thinking that ageing is simply a disease. Although gene therapy and gene editing – the cutting and pasting of DNA – are still in their infancy, scientists are already working on ways to alter our genes to slow the ageing process.
“The effectiveness of products vary from person to person, with some people seeing dramatic changes and others less so,” says Jackie Smith, founder of Caci. Customised beauty products have been a luxury reserved for the wealthy, but DNA analysis, which highlights how you age, is becoming increasingly affordable, making personalised skincare more accessible. Skin assessment technologies are also rapidly advancing, Smith explains. “Detailed information can be provided for the state of each person’s skin. This in turn will enable the tailoring of specific active products or ingredients to individual. You’ll have your own skincare recipe,” she says.
Mintel’s Seasonality report from October 2015 revealed that almost half of French fragrance users are interested in mood-enhancing perfumes, and 43 per cent are interested in fragrances with stress-relief benefits.“We’re all looking for new ways to slow down and maintain a peaceful mind. If the beauty industry can contribute to this, it’s a great step forward,” says Benedicte Foucart, founder of Valeur Absolue. Foucart’s fragrances are enriched with natural, mood-enhancing ingredients and she believes more beauty companies will embrace this trend in the near future.“The fact that some natural ingredients and scents have the power to generate positive emotions is huge