CosmeticsDesign-Asia reveals how the Asia Pacific beauty and personal care industry will be influenced by the lingering instability across the global economic, social and political landscape, with exclusive insights from industry insiders and leaders.
FREMONT, CA: The year 2023 has arrived and with it a brand-new post-pandemic chapter for cosmetic companies to navigate. Brands have a rare opportunity to co-create their futures with their now savvy, highly educated, and very expectant consumers as transparency, innovation, and discovery drive the main trends for the upcoming year.
Beauty consumers are more aware than ever of proof points for the products that end up in their cabinets, driven by a mix of an increased focus on value-for-money items spurred by economic uncertainty and a wish for more openness from manufacturers. As a result, the concept of beauty is evolving from an art based on the aesthetics of the final product to a science where demand is formed from the why and how of these results. This approach has fully embraced the self-fulfilling cause-and-effect cycle between customer demand and brand innovation.
Explicit transparency on ingredients: Brands are responding to consumer demand for product transparency. In addition to outright disclosing the substances used in product promotions, some firms even take this narrative as far as extending it to their overall brand image.
Spotlighting holistic benefits of products: In addition to wanting to see specific components, customers now want to know the overall advantages of the products they use, such as if a foundation has anti-ageing characteristics, SPF protection, and moisturises the skin it covers addition to providing a dewy look.
A rise in biotechnology: The ingredients spotlight reveals more about product benefits and scientific composition than it does about the sustainability of those ingredients. Enter biotechnology, which analyses and reproduces natural substances in a lab to generate the same effects without correspondingly depleting natural resources.
The beauty industry and its customers are rejecting traditional conceptions of sculpted beauty and embracing natural states, in part due to reduced time spent outdoors during the COVID-19 pandemic as well as a rising rejection of excessively altered photographs. It is expected that in 2023, people will be seeking goods and methods that improve raw materials rather than just cosmetic hacks that appear natural. Slugging, where products are applied in layers to enhance moisture for a natural glow, is one such trend that may be seen in the haircare and skincare industries, for instance.
Three New Ingredients—Hinoki, Rambutan, and plant-based kinds of milk—are expected to take centre stage in 2023.
