Seasonality trend defining beauty market landscape

BEAUTY products manufacturers are increasingly using the change in seasons not just to introduce color stories or scents but also to launch products designed to protect against the cosmetic and emotional effects of specific weather conditions, according to a new study by Mintel Beauty and Personal Care. 

 

Mintel’s research reveals the Seasonality trend is shaping the beauty landscape, with the number of product launches based on this approach growing considerably in the last three years. Seasonal products accounted for 11.1% of all beauty and personal care products launched in 2014, up from 9.8% in 2011. Seasonal facial skincare launches rose to 1.2% of global launches in 2014 from a mere 0.5% in 2009.

 

According to Mintel’s Beauty and Personal Care Division global president Jane Henderson, “Our research shows that consumers are becoming increasingly aware of—and concerned about—how changes in the environment are affecting the condition of their skin and hair. Already, beauty manufacturers have started to go beyond taking simple seasonal approaches geared to public holidays or gifting occasions and instead are taking on the elements within their product innovation.”

 

“The seasonal issue will have an impact on global launch programs,” said Vivienne Rudd, director of Insight, Beauty and Personal Care at Mintel. “With the seasons arriving in different geographic zones at different times, color cosmetics brands will have to take a more time-sensitive approach to their seasonal color stories, while skincare and haircare brands may have to stagger their launch programs more accurately. Beauty brands will also take cues from localized seasons such as the Monsoon in Southeast Asia to launch relevant and eye-catching products.” 

 

The Mintel Beauty and Personal Care research reveals that in the skincare segment, strong global consumer demand is linked to seasonal changes. Eighty percent of German consumers—four for every five consumers—said their facial skin needs change throughout the year. Almost half of Chinese female facial skincare users choose products from different brands in different seasons.

 

New winter care products for cold, dry weather target dry or very dry skin. These offer additional care and hydration for the skin, according to Ms. Rudd. 

 

“The future will see the arrival of boosters that address cold, damp weather as well as the extremes of dryness. Meanwhile, extreme summer conditions are calling for products which protect the skin from heat and humidity as well as UV damage, and which build up resilience against the forthcoming autumnal changes. By creating these seasonal options, brands have a chance of building year-round loyalty,” Ms. Rudd said. 

 

In the haircare category, the Seasonality trend reveals three for every 10 Brazilian haircare consumers or 30% are willing to pay more for products that protect the hair from sun damage. From generic seasonal skincare and haircare launches, “expect a new generation of products targeting specific skin and hair issues. These product introductions have the opportunity to address concerns that have arisen due to climatic conditions and seasonal stresses, varying their textures, building up seasonal ingredient profiles and selecting appropriate fragrance blends,” added Ms. Rudd.

 

In terms of personal care, research data indicate nearly half of suncare product users in the US are interested in gradual tanning body washes. Among US women using soap, bath, and shower products, 44% are looking for extra moisturizers during the winter months. More than 80% of US men using soap, bath, and shower products see the benefit of adding deodorizing properties, while 59% would be interested in bodywash and soap with SPF. 

 

In addition to meeting consumers’ changing cosmetic needs, products taking seasonal changes into consideration appeal to users’ altered emotional needs. The research reveals 36% of UK consumers felt less positive during the long, cold winter of 2012 and 2013, while 23% of respondents said they were prompted to get a new look with the return of warm weather.

 

Ms. Rudd said: “Conditions such as Seasonal Affective Disorder and the Winter Blues are now widely understood by consumers and the time is ripe for innovations that appeal to these ailments as well as products that appeal to people’s optimism during the warm weather.” 

 

The fragrance market could also benefit from the Seasonality trend. Two-thirds of US fragrance users or 67% said they would be interested in scents that influence the mood or relieve stress. Almost a quarter (23%) of respondents are willing to pay more for such products.  

 

Seasonal approaches in beauty can also be used in harvesting ingredients to maximize timing, according to Ms. Rudd. She said seasonal boosters and complimentary teas and tonics will join mainstream collections.