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Mintel Predicts 2010 Global Beauty Trends

Posted: December 10, 2009

Though manufacturer and consumer attitudes were changed by the recession, innovation and resilience have shaped a new landscape for beauty in 2010.

"Austerity chic” ruled the beauty industry in 2009, but as this challenging year comes to a close, Mintel Beauty Innovation forecasts the top beauty trends for 2010. Though manufacturer and consumer attitudes were changed by the recession, innovation and resilience have shaped a new landscape for beauty in 2010.

“While 2009 brought its challenges for the industry, beauty brands and suppliers have continued to seek creative new ways to merge science, nature and sustainability for better results and more eco-friendly formulas and packaging," says Nica Lewis, director of Mintel Beauty Innovation. "In 2010, we will see more consolidation in the beauty industry and the evolution of old trends, as well as new ones, as consumer confidence returns.”

Mood beauty

Makeup has long been associated with making the wearer feel better, but recent product evolution has seen actual ingredients enabling consumers to feel better. In 2010, consumers will be able to enhance their mood through makeup and skin care, going beyond aromatherapy and simple use of scent.