Mintel Beauty & Personal Care identified "Kinetique" as the key trend set to impact global beauty consumers in 2012. It encompasses electricity and energy in beauty and "beauty that's plugged in," and, according to Mintel, the trend is set to drive innovation in the year ahead.
“We’re seeing this trend manifest itself in several ways,” says Nica Lewis, global skin care analyst, Mintel. “From the next generation of at-home beauty devices that harness energy and light to new ingredients that boost cellular energy, beauty brands are giving consumers more power and vitality for better results.”
While at-home and on-the-go beauty devices are more established in the U.S. and Japan, the Kinetique trend forecasts Europe as the next market for these beauty devices to take hold.
“Interest in beauty devices in Europe is still low, especially in the U.K., France and Germany," says Lewis. "More than two thirds of women in these countries say they’re unlikely to buy beauty devices for home use. Women in Italy and Spain are more plugged in to this trend. They show a preference for hair removal, anti-cellulite and deep pore cleansing devices for home use. This is partly climate-driven but also cultural since southern European women are more likely to be familiar with these technologies from regular salon visits. The U.S. is the dominant market for powered face care devices, but European manufacturers are now developing innovative light and laser-based solutions for anti-aging in anticipation of consumer demand.”
In addition to the growth in beauty devices, there is also interest in the ingredients that harness or boost cellular energy, such as sugar and oxygen. But its counter trend, beauty ingredients that limit or shield the skin from high energy blue or violet light, will also become a focus. And anti-glycation claims, first seen in Japan, will give this trend renewed energy because of new actives coming to market, such as African Manilkara and Japanese apricot.
POS retail and packaging elements also form a key part of the trend, and Mintel forecasts a rise in packaging and products that increase the interactivity between virtual and real worlds. Examples of sound, video and QR codes embedded in beauty packaging have already started to appear, but will start to make their mark globally over the coming year and beyond.
“We’re seeing more connectivity both at point of sale, where consumers use smartphones to get information, and at home," says Lewis. "From QR codes on pack to sound and video embedded in packaging, brands are increasing interactivity to enrich the product experience. One of the best recent examples is Urban Decay’s Book of Shadows Volume IV [created in partnership with HCT Packaging] which has a USB port built into the palette so consumers can download makeup tutorials and listen to music while they’re getting ready. This blurring of the on and offline space is critical for brands and retailers. It allows them to get closer than ever before to consumers.
“There is growing use of tablets and screens at point-of-sale to personalize the in-store experience. Korean brands in Myeongdong were some of the first to adopt screens and video at point-of-sale, while Clinique introduced iPads for client consultations in-store. In the U.S., RiteAid is trialing an in-store kiosk that performs anonymous video analytics to determine the age and gender of customers standing in front of it. The Reward Center then dispenses vouchers and customized promotions,” Nica concludes.