Valérie Vanier – Mission Beauté.

The new year is already in full swing. Consumers and beauty business confidence is rising. It seems that people believe 2010 will be better than 2009. So what are the beauty trends that we have to look at in this new year? Mintel predicts that ‘simpler products’ with lighter formulations and simple packaging have a bright future ahead. This is a reversal from previous years where very complicated ingredients were introduced to make the product sound more scientific. Simplification is also in line with the ‘natural and green’ trend. Consumers believe in ‘less is better.’ It also implies that products need to be easier to understand what benefits they deliverer to consumers. Have a look at Pomarium Sérum Elixir Concentré: one ingredient used from ‘top to toe’, one efficient base line – anti-ageing performance- clearly stated on the packaging.

Following from this is a further trend for convenience. Colour-coding or colour-blocking of product packaging helps the consumer to quickly find the right product for them in the crowded distribution. Just think of Bi Mat Cay mini balms with one colour for one action. Soon, Bi Mat Cay consumers will only have to ask for the pink balm or the green one. Convenience is also driving online beauty sales due to availability of search capabilities, price comparison and easy access of product information. Aïny serum ‘D’un Luxe miraculeux” has seen its sales zooming on the internet following a TV show and a great internet PR clipping.

The final trend called out by Mintel is multi-purpose products to appeal to a broader audience. An example is the men’s range introduced by 66°30 that clearly emphasize multi-purpose and multi-function products with a clear coding on the packaging. What kind of interesting combinations could you think of for your products? How are you moving in your 2010 projects ? Get in touch, we will be happy to help and advise. At Mission Beauté, 2010 is also our challenge and we want to help you make it great ! We wish a wonderful 2010 to all creative and bold emerging brand creators.