Multitaskers 2.0: More For Your Money

Pinterest’s 'skinimalism' or K-beauty’s ‘skipcare’ – call it what you want, but beauty consumers are increasingly adopting streamlined routines based on smart, multifunctional products. Whether born from a desire to buy more sustainably or simply declutter and save time or money, the market is changing, and brands need to adapt.

Skincare Diets

Bombarded with constant new launches and groaning bathroom cabinet shelves, cosmetics consumers are suffering from peak product. Recognising this, shrewd brands are using health and fitness language to help beauty junkies kick the skincare habit, and give damaged skin barriers a break from active-ingredient overload.

Ingredients Focus

Consumers are becoming increasingly aware of what goes into personal care products – 82% of women always or sometimes look at ingredients on labels when shopping for make-up or skincare (BazaarVoice + Influenster, 2020). In response, brands are simplifying and showcasing ingredients lists, highlighting higher concentrations of organic plant-based extracts, and less synthetic preservatives.

Connecting with Beauty’s Casual Consumer

Not all consumers are ‘skintellectuals’ who spent lockdowns in pursuit of the perfect complexion. The average shopper wants efficient, trustworthy, reasonably priced products, but is completely overwhelmed by choice: 73% of Americans claim there are too many skincare options to choose from (Neutrogena, 2020). Shrewd subscription services are providing solutions.

Conscious Beauty: Reduce, Reuse

With the pandemic highlighting the effects of climate change and overconsumption, consumers are keen to buy less, repurpose purchased items, and reduce their contribution to landfill. Minimal packaging, waterless formulas, and upcycled and seasonal foraged ingredients are the new sustainability stories.