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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

BEAUTY TRENDS March 8th 2016

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“I think there is beauty in everything. What 'normal' people would perceive as

ugly, I can usually see something of beauty in it”

Lee Alexander McQueen (1969 – 2010)

3

The Avant-Garde: celebrating the difference

Androgynous model

Andrej Pejic (now

Andrea after sex

reassignment surgery)

was cast both as female

and male model in Jean

Paul Gaultier catwalks

and campaigns

Mixed raced and with

unusual beauty

standards, Tanel

Bedrissiantz was one of

Jean Paul Gaultier muse

in the mid-80s

Eve Savail, one of JPG

muse in the 90s

Artists Pierre Et Gilles for

SOS Homophobie

campaign

Oscar Pistorius was the

face of Thierry Mugler

Amen fragrance between

2011-13

McQueen sent double

amputee model Aimee

Mullins down the catwalk

on carved wooden legs in

1999

Senior Punk at JPG FW

2014

4

The new influential: changing perception of what is beautiful

Replacing models: unusual

beauty & new models from

TV reality show (Kendal

Jenner, Caitlin Jenner)

Ethnic beauty (Liu Wen,

Jourdan Dunn, Joan Smalls)

Madeline Stuart is the first

Downs Syndrome model to

feature in a catwalk show

Minority demographics are no

longer minority

From shapeless and skinny to individuality statement

Model With Vitiligo, Winnie Harlow, Stars In Desigual And Diesel Fashion Campaigns; Madeline Stuart for FTL Moda at

NYFW September 2015

5

Challenging established beauty standards

The project, Before & After, examines

how these standards vary across

cultures on a global level.

Esther Honig contacted 50 individuals

from more than 25 countries with the

simple request: 'make me beautiful'.

June 2014 – Esther Honig Before & After; exploring beauty and culture

Source: Mintel Brazil report

37% of Brazilian women said that

Photoshopping and/or airbrushing

used in advertising makes it difficult

to know what a product would really

look like when worn

6

Changing perception: Lammily the ‘normal’ Barbie

Lammily dolls were launched in November 2014 as a ‘normal’ Barbie, with realistic body

proportion and comes with stickers for acne, accessories and body marks

7

The new Barbies: From Curvy to Tall and Petite

In January 2016, Mattel has transformed their iconic doll with new body shapes, skin tones and

hair.

8

New spokesmodels: larger than life

Candice Huffine: First Plus Size

model in Pirelli calendar 2015

9

Viva LGBT: transgenders become beauty faces

Nov 2014: Trans Model Lea T announced as

the face of Redken

March 2014: Jazz Jennings, 14 years old

transgender, become the face of skincare

brand Clean & Clear #SeeTheRealMe

campaign

10

Hiring the misfits

Jeremy Meeks becomes the first person

hired by model agency while serving a

2-year sentence in jail

Charlotte Free for Chanel Eyewear Fall

2014

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Ageless, not old Aug 2014

Charlotte Rampling, 68, was chosen to

be the new face of NARS

Feb 2015

Helen Mirren, 69, endorses L’Oréal

Paris Age Perfect skincare line

Sept 2015

Bruna Lombardi stuns in bikini, aged 63

12

Ethnic beauty

Lupita Nyong’o

Oscar winner from 12 Years of Slave,

Lupita Nyong'o is a Mexican-Kenyan

actress and film director. She was born in

Mexico, but was raised in Kenya.

She became Lancôme ambassadress in

2014

In the Brazilian census of 2010, 7.6%

said they were Black and 43% said

they were mixed race, representing

almost half the population

Source: Black Consumers Attitudes toward Advertising – US, July 2014

13

The new man

Beard, tattoos and personality

Billy Huxley brings alternative to men’s

modelling

The man bun and braid

Between androgynous and hypermasculine

(Ben Dahlaus)

14

What does it mean for beauty? Targeting “minority” demographics

Features statements & enhancing natural beauty

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New

Demographics

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Agelessness

Clarins “belle et bien dans son âge”

campaign for the launch of Super

Restorative Day Cream

A new skincare, make-up and

haircare range targeted at women

over 50s, helping them become

beautiful effortlessly

Haute Exigence Jour Multi-

Intensive Shiseido Prior

Source: Mintel Brazil reports

31% of Brazilian buyers aged

45+ search make-up products

with anti-ageing benefits

41% of Brazilian women aged

45+ say they always find a

time to take care of

appearance (eg going to

beauty salons)

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Anti-ageing products are being used to both repair existing damage

and protect from further signs of aging

Hair Active Anti-Aging Hair Care Complex

(France, Septermber 2014)

Nexxus Youth Renewal Rejuvenating

Elixir

(Canada, February 2014)

Fonte: Mintel GNPD

The Nutraluxe MD Nutra Hair range is designed to

directly target dermal papilla cells where growth

occurs by prolonging hair cycle and reducing hair

loss, while nourishing follicles for fuller and thicker

locks and reactivating growth

Nexxus Youth Renewal Rejuvenating Elixir is claimed

to be an advanced leave-in treatment that rebuilds

strength and combat eight visible signs of ageing

in hair

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Creating male offerings

One of the biggest challenges for this market is that men do not necessarily view the men’s

versions of certain products as “must buys.”

Brands should integrate enhanced benefits into male-specific offerings of these products to

better differentiate them from their unisex counterparts.

In addition, offering a greater variety of masculine scent profiles in these product forms could

also help boost male-specific product usage.

Source: Mintel

97% of Brazilian men who

bought beauty products in

the last 6 months say it is

important to take care of

appearance

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New territories to explore in men’s grooming

• Haircare for men

• More sophistication in

hair colorant for men

• Facial haircare and

facial hair styling

• Make-up for men –

Peter and Harry Brant

have created make-up

with MAC

• More complex skincare

and bodycare routine

Catering for the unshaven man

Designed to condition, soften and

nourish the beard for daily

grooming. The lightweight formula

features almond, jojoba and

grapeseed oils, as well as vitamin E

Includes a hydrating beard wash

with aloe and soy protein, an extra-

firm, boar bristle brush and a styling

beard control product with jojoba oil

Quickly boost beard and offer a

healthy grow for a clean, even,

stronger and fuller beard

Scented Conditioning

Beard Oil

Billy Jealousy Beard

Envy Kit

Beardilizer Dietary

Supplement

Source: Mintel GNPD

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Is mainstream make-up for men happening?

Western brands can launch multi-functional creams that contain moisturising, anti-ageing and

correcting benefits.

Inspiration can be taken from BB and CC creams for men available in Korea as well as new

technologies and ingredients like smart pigments that blend into the skin for a “no make-up”

effect.

Skinfood Color Gel BB for men Biotherm Homme CC Gel Instant

Healthy Look

Source: Mintel GNPD

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Ethnic beauty: more specialisation, more targeted

Contouring for black skin Created exclusively for and tested

on Asian skin

Source; Mintel Facial Skincare UK 2014

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Black consumers’ preferences for bolder colours

IMAN Perfect Eyeshadow Pencil

The ideal fusion of a shadow and a

pencil in seductively rich colors and

texture. Enhanced with Jojoba &

Vitamin E,

K Beverley Knight Eyeshadows

These velvety smooth eyeshadows

are highly pigmented powders that

glide on effortlessly and blend easily

for intense eyecatching looks. The

luminous finish and diverse shades

are suitable for all skin-tones.

Black Up Mono Eyeshadow have

ultra-pigmented formulas in pure

and intense colours for a perfectly

even and incomparable make-up

result

Source; Mintel Facial Skincare UK 2014

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The natural hair trend

The Pantene Pro-V Truly Natural

Hair range of products is designed to

help manage natural hair which has

a unique structure with distinctive

twists and turns that can knot and

become unmanageable.

Dove Advanced Hair Series includes

4 products designed especially for

women with curly hair. Quench

Absolute Shampoo, Conditionner,

Restoration Mask and Crème Serum

Pantene Truly Natural &

Relaxed

Dove Love Your Curls

Source: Mintel Brazil report

34% of Brazilians said they

prefer to wear their hair in

its natural texture

15% said they feel better

about themselves when

their hair is straightened

(eg Brazilian straightening)

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Halal cosmetics

There are 1.6 billion people who identify themselves as Muslims and that number is expected to account for

over a quarter of the world’s population in 2030.

Countries with projected high growth in skincare sales over the next five years have Muslim populations

totalling 490 million, with 78% residing in Indonesia and India.

The Douglas Naturals range is certified by NaTrue,

biodegradable, suitable for vegans, certified halal

Purbasari Make Up Daily Series Alas

Bedak Foundation is certified halal

Source: PEW Research Center, Technavio

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Haircare with a veil

In 2013, Henkel developed the first haircare treatment

line specifically for veiled hair.

Gliss Restore & Refresh

gives consumers strong, fresh

and beautifully glossy hair.

Middle Eastern women who wear a hijab or veil might

have their hair covered for hours at a time, which can

lead to a number of problems.

“Most consumers reported hair loss, split ends, lack

of shine, an itchy scalp and an unpleasant odor.

These problems arise because air cannot circulate

under the veil, so hair becomes fragile.”

In the Middle East, long and shiny hair is

considered a sign of beauty. This also

applies to women who cover their hair with

a veil or a scarf

© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Future Impact in Packaging: How the next-generation of packaging

is engaging consumers in 2016 and beyond

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Latin America* Recognizing The Power of Packaging

Source: Mintel GNPD, Includes new products, new formulations, new varieties, re-launches.

Latin America has experienced steady growth during the past 5 years in beauty and personal care product

launches that have used packaging as primary launch driver.

*Mintel defines Latin America as: Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico, Peru, Puerto Rico, Venezuela.

46 44

64,4 64,3 65,4

69,4

42,5 40,3

21 18,9

15,4 12,8

7,6 8,7 8,2 10,5 10,9 10,1

1,4 3,8 4,8 4,8 6,2 5,7

2 2,8 2 2 2 2

2010 2011 2012 2013 2014 2015

%

New Product New Variety/Range Extension New Packaging Relaunch New Formulation

Beauty and Personal Care Launches In Latin America

By Launch Type, Jan. 2010 - Dec. 2015

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GlamGlow FlashMud Brightening Treatment cream is used as a face mask. It is rich in natural extracts

with patent-pending Teaoxi technology and sun-dried white blanche clay as well as niacinamide and vitamin C

to brighten skin and even out skin colouration, while also creating a translucent-like complexion.

Source: Mintel GNPD

GLAMGLOW’s packaging promotes formula’s ‘brightening’ benefit – ‘all it

needs is to glow in the dark’

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What’s Open For Discussion

Consumer expectations and brand reactions to environmentally responsible packaging

As consumers seek more product information, on-pack communication has become a balancing act between too much and too little

Brands must consider whether the format might be at the tipping point of becoming non-differentiated on shelf

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What’s Next For

‘Green’ Packaging

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• Despite environmental benefits of the compressed can introduced by Unilever in 2013,

consumers are still reluctant to see the value when it comes to “same amount of

product, smaller pack size”. At the same time, consumers continue raising concerns

about the chemicals used in deodorant cans.

Brands Reacting/ Compressed Cans for Deodorants

Source: Mintel GNPD

Dove Powder Soft

Compressed Can

Brazil, July 2015

New concentrated formula

in a newly designed 85ml

pack that has been

compressed, said to last

the same equivalent of a

169ml pack with less

packaging.

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Show Me The Goods

33

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Show Me The Goods

According to Mintel’s Beauty and Personal Care Packaging Trends report 17% of BPC consumers read

the ingredients lists of BPC products before purchasing, highest amongst buyers of BPC products which

sit on the skin, such as body care (25%), other facial skincare (24%) and foundation (23%). This focus on

BPC products’ ingredients is part of a wider trend scrutinizing chemical additives and preservatives.

17% of Brazilian

consumers read

the ingredients lists of

Suncare products before

purchasing

16% of men buyers verify

the product ingredients

before purchasing

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Phenomenal Flexibles

35

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Brands Reacting/Hybrid Rigid/Flexible

Source: Bblunt.com; http://en.koreadepart.com/shop/itemb2b.php/1421049921/

This spherical, 2-piece tottle (body

and dispensing base) is rigid on top

and bottom, but has soft, rubber-

like squeezable sides (indicated by

red arrows) that can be easily

squeezed to dispense product.

The hybrid packaging genre is crossing multiple end-use categories. In these examples, the

softness of the “hybrid” portion of the containers reinforces the notion that the product will

create soft hair or soft, luxurious eye lashes.

Amore Pacific crated this hybrid rigid/flexible tube for

Korean cosmetics brand Hera. The bottom tube (red

arrow) is actually a flexible rubber pouch. By being

able to bend the pouch, the consumer can prevent

clumping inside the pouch, as well as prevent product

from caking on the brush, both of which cause

significant loss of product. This soft tube has an

elegant, soft-touch feel.

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Conclusion

• Not a market for all but greater need for segmentation:

niche and exclusive are now key markets, more personalisation

• Keeping the niche exclusive and embracing the high

margin/low volume

• Need to spot and react quickly, getting into niche and spreading

The age of

mainstream is

dying

• Beauty standards are shifting towards more statement

features, celebration of talent rather than beauty or

fame, individual body and face marks are considered as

beauty features

Beauty

standards have

shifted, time to

react

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Conclusion

• Minority demographics are no longer minorities

• Means more segmentation and specialisation of beauty

and personal care offerings to cater for LGBT, men, mature

audience, plus size and different ethnicities.

• These demographics will increasingly appear in

campaigns

More

segmentation &

specialisation

for individual

beauty

• The new generation is celebrating aesthetic differences,

while still wanting to fit in, they will want to reaffirm their

personality, skills and individuality with products and accessories.

• Products that will help people to fit while adding a touch of

originality

• More bright and bold colours, more body art, products

that help reshape/contour certain parts of the face

and body, selfie products

Enhancing

features

statements

© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com

Juliana Compagnoni

New Business Director

[email protected]

Tel: 97341 0479

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