“The New Luxury” Key Trend at SCS Formulate 2016
(Posted on 08/12/16)
We’ve reached the end of SCS Formulate for another year and what a stunning event it was.
This year at the prestigious personal care and cosmetics exhibition, Cornelius explored the difference between luxury and affordable ingredients with its ‘masstige vs prestige’ formulation concepts. Visitors to the Cornelius stand had the opportunity to experience formulations first hand and the stand was certainly busy! Thank you to everyone who came to see us during the event.
Further to this, Ella Ceraulo, Group Technical Centre Manager at Cornelius, examined the developments in the personal care prestige and masstige markets in her seminar ‘What is the new luxury?’.
For those who could not attend SCS Formulate this year, we’ve predicted the key emerging trends for luxury cosmetics:
- Wellness and self-actualisation
Treating health and wellness as separate concerns is a thing of the past and holistic beauty is now the way forward. Think beauty from the inside out. Self-fulfilment, mental wellbeing and spirituality are all things that we consider to fulfil and better ourselves as part of a holistic lifestyle approach.
With this in mind and as the saying goes…you are what you eat. Healthy diets, free-from products, superfoods and stripped back natural foods have all grown in popularity due to growing consumer understanding that diet choices affect the skin.
We are seeing much more innovation that delivers holistic benefits to functional food supplements, such as anti-ageing effects. Particularly in the area of luxury chocolate. As an extension of this, ranges such as YUNI (ethically sourced natural body and skin products) are designed to complement yoga and meditation by offering calming scents.
Another sub trend within the wellness and self-actualisation trend is morality. Today’s consumer wants to make informed purchases that align with their values. Factors such as sustainability, benevolence and corporate responsibility are all becoming important determinants when looking for cosmetics. The growth in this trend is allowing consumers to indulge in sustainable, luxurious products with a clear conscious.
- Sleeping beauty
It is known that sleep, or the lack of it, can affect how we look. Stress, work, parenting and simply living life to the full can all get in the way of a good night’s sleep. Despite us all experiencing sleep scarcity at some point, the average person is likely to sleep for an average of one third of their life. Accordingly brands are now innovating new ways to maximise sleep time. New products that enhance the skin’s own repair mechanisms, or give the effect of a good night’s sleep, are on the rise. A good example is Garnier’s Miracle Sleeping Cream. Luxury bed linen suppliers are even getting in on the action with copper oxide infused textiles for anti-aging claims. And, let’s not forget sleep enhancing beauty drinks such as Beauty Foods’ Nightly Beauty Drink, which includes vitamins A, B, C and E along with biotin, magnesium and natural collagen.
- Get crafty
A new appreciation of independent craft and apothecary type brands is emerging. Similar to the preference for sustainability, modern day consumers are searching for localised luxury with a focus on provenance and fresh ingredients. Some brands are maximising this trend to great effect. For example, Margate personal care brand, Haeckles, prints the GPS and weather conditions on their luxury fragrances and candles or makeup artist, Michelle Phan, who demonstrates how cosmetic treatments can be made in the home.
Organic skincare brand, Odacite, has even taken the concept one step further and created a natural skin treatment that is made to order and promptly delivered, displaying the slogan ‘from lab to door’. It’s possible this trend could mark the dawn of a new way of displaying cosmetics for retailers. We may even see refrigerated sections in the supermarkets for the cosmetics of the future.
It wouldn’t be the first time that cosmetic multinationals have found new ways to enter niche and craft markets. In fact, beauty industry market insight provider, Immogen Mathews, has predicted 2016 is the year of the acquisition.
- Remember the time…
A nationwide study carried out by Eventbrite found that 78 per cent of millennials would choose to spend money on a desirable experience or event, over buying a desirable product.
Nowadays, it’s all about the experience. In fact, manufacturers of luxury goods are now becoming facilitators of luxury moments. Products have the capability to communicate with consumers on an emotional level whether it be passion or curiosity. It’s another way of enhancing holistic beauty and self-actualisation for consumers.
Estee Lauder’s Aerin Lauder summed this up perfectly when she said: “Luxury is anything that feels special…it can be a moment, it can be a walk on the beach, it could be a kiss from your child, or it could be a beautiful picture frame, a special fragrance. I think luxury doesn’t necessarily have to mean expensive.”
A great example of this is the Tropic's Pedi Pamper Pack, which creates the sensation of a relaxing walk on the beach and reminds us of summertime. The multisensory, memory provoking theme is expected to continue growing.
Evoking a memory can be generated through all the senses. The Cornelius All-in-one Balm, for example, creates the experience of baby soft skin to the touch. Its cellulose-based powder creates an optical blur effect and leaves skin feeling unbelievably soft.
- Time, the ultimate luxury
Time is something we’re all becoming starved of, hence its inflated preciousness. The lack of time experienced by the majority of consumers has generated a rise in ‘fast beauty’. Fast beauty is defined as those cosmetics with ‘fast action’ and ‘instant effect’ claims, designed to target consumers with little time to spare. For example, St Tropez’s In Shower Tan facilitates a multi-tasking approach to beauty.
However, more recently, a shift has been seen away from quick convenience products in the luxury market towards an indulgent ‘me time’ approach. Designed to encourage consumers to spend their precious time wisely, the trend sees products move towards regimes such as the Korean 12 Step Beauty Regime, which involves the layering of cosmetics. Stepped processes allow consumers to indulge in a luxury regime in short busts, maximising the time they can dedicate to skincare as a result.
- Individuality & Customisation
19 per cent of UK consumers believe that luxury goods should be made or customised specifically for the buyer. They are becoming increasingly aware of and embracing uniqueness, realising that one size does not fit all. Skin has the capability to change depending on its environment, meaning that skin care regimes need to be adapted accordingly. Examples of this on the market include, Adorn’s 3D Printing Make-up Pen and Geneu DNA Tailored Skincare.
Cornelius Skin Craft My Prescription Moisturiser, as showcased at SCS Formulate, also fits nicely in to this trend. A customisable cream base that features advanced technology in the form of actives and vitamins is combined with customised prescriptive concentrates to protect against relevant different skin types against aggressors and pollution in the most appropriate way possible.
A new era of luxury is upon the cosmetics industry. The key trends we’ve explored are expected to shape the industry over the coming months. Why not get in touch today for more information on how Cornelius ingredients could benefit your brand and help your business stay ahead of the competition.