TOPIC: RESEARCH INSIGHTS
The beauty industry is responding to seasonality with new approaches and opportunities, as consumers notice that their skin and hair needs change under different climate conditions. Consumers continuously look for products to satisfy their changing needs year-round. Beauty brands and retailers should develop and market seasonally appropriate products to satisfy the needs of beauty shoppers. The following are some opportunities for innovation within this category:
Timing of Products
While seasonality implies that beauty products vary by season, consumers are buying different products for use during night versus day, between seasons, and year-round.
Season by Season
• Different seasons lead to varying beauty issues and remedies. In the summer, consumers suffer from hair issues like damage due to sun and frizz from high humidity. An example of a summer hair remedy is a kit designed to be used over three weeks to provide intense hydration.
• Seasonal facial skincare launches have risen from 0.5% of global launches in 2009 to 1.2% in 2014.
A number of these launches claim to help the skin adjust to the change of seasons. These products vary by recommended usage time, such as a 21-day treatment or four-week intensive moisturizing care.
Night vs. Day
• Beauty brands can create products for use specifically during the day or night. For instance, intensive night lip treatments help consumers hydrate lips that are dry and damaged from winter weather.
• 73% of people aged 55+ think their skin needs moisturizing year round. Body-care products should target these consumers by developing year-round products rather than just winter options.
Changing Consumer Behavior
Brands can find success by targeting specific consumer needs and educating consumers about important beauty habits.
• 86% of U.S. men prefer their daily grooming routine to be as simple as possible. Potential new formats for men include pre and after electric shave wet wipes designed with ease in mind.
Sun Protection Behavior
• 35% of U.S. sun care consumers only use SPF if they are going to spend most of the day outdoors in the sun. However, sunscreen is important year-round and there are several options to protect the skin from under different climate conditions. Education about safe SPF practices is important for sun protection brands.
The Emotional Factor
Aroma can greatly impact peoples’ moods, and the fragrance industry is responding with different products. 67% of U.S. fragrance users would be interested in scents that influence their mood or relieve stress; 23% would pay more for them. Some other opportunities for innovation include fragrances with heating or cooling benefits, and scents with skincare benefits.
Seasonality offers the beauty industry new opportunities to target specific demands. Beauty brands can glean insights about consumer behavior to develop more seasonal products and use creative strategies to convince consumers that their products are both necessary and effective.
Magazines are often a go-to resource for trends and beauty advice. Advertisers can join the conversation to promote seasonally appropriate products in a complimentary editorial environment.
Online, consumers spend time researching the next big beauty craze to improve their regimen.
• Target them via weather targeting on particularly hot or humid days to remind them of special hair control products, or on cold and dry days to hammer home the importance of intense lip moisturizer.
• Use day part technology to reach them with relevant products that enhance their ritual at key times of the day.
Mintel Beauty & Personal Care, 2015
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