It's not just beauty brands who decide what'll be en vogue in the whole bidness of beauty every year - nope, research corp Mintel sticks its oar in as well, flagging emerging trends based on industry information, technologies and social trends.
For 2009, the company cast its beady eye over a few things it thought would find favour. Those lil' ole things happened to be consumers demanding value for money, sustainability and ethical sourcing as well as beauty foods. Did their forecasts prove true? Yeah, they did - we responded to your requests for more bargainous buys by launching our Beaut.ienomics section, ethical sourcing was a big concern this year (and as far as I'm concerned, a much bigger issue than the paraben controversy) and beauty foods boomed - who can forget collagen marshmallows, eh?
But that was 2009. What do Mintel think will be big news for 2010? Check after the cut to find out about two of the four trends they've identified - and I'll be bringing you the other pair tomorrow.
These are the main or 'over' trends that have been identified as the ones that'll shape the industry in the coming months. Sure, there'll be countless other micro-trends emerging and we're already seeing them launch - pastel nails are big for spring, for example. But these trends predict the avenues brands will go down this year and the sort of shifts we'll be seeing. So, what are the first two?
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Mood Beauty
Sure, we know this one, eh? Green lipsticks that turn pink, Smashbox products that adapt to your skintone and aromatherapy-filled buys that relax and stimulate. Case closed, eh? Or, is it?
Mood beauty means something a little different this year and Mintel predict that, while at the moment the concept is mainly built around products that provide easily-changed components - like CND's colour and effects - as the year goes on, brands will launch products containing adaptogenic ingredients, like Rhodiola - already to be found in Origins skincare. Adaptogenic is a term which refers to any herb that is thought to increase the body’s resistance to stress, trauma, anxiety and fatigue, making these sort of ingredients ideal for the trend. Exciting, eh?
Nu Natural
On the wane are preoccupations with parabens and preservatives, and organics will move from "yeah it's a nice idea, but it's crap", to "yeah it's a nice idea and it's got great science." Ethical concerns like authenticity, provenance and local production will blend in '10 with use of synthetic actives that, y'know, actually work. “'Nu Natural' is a new vision of natural that is less focused on certification and more focused on results, efficiency and safety,” Mintel say.
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We'll be saying hello to new-gen products that will utilise formulas like infusions and fluids. Companies will begin to create hybrid natural cosmetics by formulating them with a new generation of phytochemicals, anthocyanins and fermented actives. Clinique are already using fermented yeast in their products - noticeably in their Even Better Skintone Correcting moisturiser, and brands like Sisley are already making great use of botanicals in an in-depth, science-y fashion. Likewise, Dr Murad has always pioneered new technologies from fruits and plants.
