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Mintel Predicts 2010 Global Beauty Trends

Posted: December 10, 2009

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Throughout 2009, there was a renewed emphasis on protection—one of the basic functions of skin care, hair care and color cosmetics. Beauty products offered increasingly powerful shields against physiological and man-made factors, in addition to UV rays. In 2010, “Pro-tech’t” will strengthen this shield. Marketing language is already growing more robust, borrowing from computer technology (e.g. firewalls).

Packaging, too, will expand beyond traditional glass and plastic to materials like neoprene and concrete. In addition, Mintel Beauty Innovation expects growth in immune-boosting and skin-defending claims, as well as new products that contain ingredients from extreme environments, such as the arctic, alpine envinronment or deserts. Expect more health care actives such as rhodiola rosea, griffonia and superoxide dismutase to appear in 2010’s beauty products, forging a stronger link with nutricosmetics.

Turbo beauty 4G

Developing 2009’s “Turbo beauty”’ trend, “Turbo beauty 4G” continues to capitalize on advances in biochemistry for higher-tech beauty products. Expect more quasi-medical results and “mix-it-yourself” solutions—at-home kits and cures that offer alternatives to cosmetic surgery and non-invasive procedures.

In 2010, products will increasingly include medical- or pharmaceutical-grade actives and next-generation nanotechnology. In addition, clinical testing to substantiate claims and results will move from prestige into “masstige” (affordable for general consumers but positioned as luxury).