The world of professional beauty is capricious and voluble; it follows a non-linear path of waves related to the world of fashion, to the political situation, to global everyday life, and is highly sensitive to the great events of the present.
The professional beauty industry has its own way of communicating, with trends that one must absolutely know how to interpret if they want to be a part of this strange, multi-faceted planet.
The one thing you can be sure of is that this year, like never before, we have witnessed many awareness campaigns in humanistic and environmental contexts, an indication that more and more people are realizing what’s going on in the world and are attempting to make other people notice. Skin care and hair care listen carefully and reflect on the mood of all these people.
What is your target public thinking right now?
The attention of the beauty addicted has shifted towards the INCI of the cosmetics they use: nothing sends them over the moon like a nice list of natural ingredients. Proof of this is in the new wave of sites, blogs and apps whose mission is to warn about harmful or even toxic ingredients that are dangerous for the body as a whole (remember that our skin absorbs substances it comes into contact with).
In concrete terms, the absolute ban applies to all oil products, paraffins, formaldehyde and synthetic coloring agents.
This ideology often walks hand in hand with clean beauty, but it’s generally more often taken into consideration by those who have already embraced the vegan philosophy in their own lives. In brief, it means no products containing animal fats or other products, no animal testing (which European laws forbid for all cosmetics, natural or not, in any case).
But you don’t necessarily have to radically alter your diet to adopt this approach, even though the planet would have a lot to thank you for (come to the dark side, baby, and remember that Oreos are vegan!): just keep an eye out and shop for ethical and environmentally sustainable products. Your body will thank you too!
In general, then, it’s safe to say people are demanding more and more transparency regarding ingredients and production of what they consume.
Simplicity and essentialness: This year the beauty industry feels the need to display its concern for formulations that are more aware, that overcome the concept of natural in the strict sense, and that open a series of new possibilities. In order to be considered high quality a product must comply with the standards of transparency, honesty and cleanliness.
In this wretched existence of ours, we’re lucky to have the beauty world, which loves us and makes us feel part of one big family. In today’s skin care and hair care worlds, nobody is left behind.
The cosmetics industry has given itself the goal of leaving behind the stereotypes that have always been imposed, and enhancing instead the natural beauty we all have. From now on, all hair and skin types will be able to find their own corner of paradise.
Work, eat, sleep, repeat. Work, eat, sleep, repeat. Do you see any time in this schedule to take care of your hair and skin? Not at all. But a little corner for relaxation is always necessary, otherwise we risk this:
Rings a bell?
Never forget skin and hair health, not even in this frantic world we live in. Help comes in the shape of new cosmetics lines that promise high performance in less time (and they keep their promise), dedicated to all those who don’t have time to apply layers and layers of products and wait until they work their magic.
Enough compromising: the products we use must be exactly the way we want them to be, and must respond to our needs.
Store windows are making room for items that can be “assembled” by clients, resulting in products that are literally tailor-made. Some brands even allow clients to create personalized products based on a test that only takes a few minutes, which asks users about their own physical characteristics and any issues they would like to solve.
A tip to reach this Olympus? Make your packaging customizable as well (how cute is a jar of cream with your own name on it?)
To sum it up, in order to make forecasts regarding the upcoming years, one must understand how the technologies that will spread in the world will evolve. Which will be the themes more important to people? Time will tell.
In the meantime, make sure your public can see itself in your line of cosmetics.