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Mintel Beauty Innovation has defined what it believes will be the key trend to shape the beauty industry in 2011: "Down to Earth."
Emerging from innovation over 2010 and closely linked with sustainability, the Down to Earth trend addresses the practicalities of making and marketing green beauty. Factors include managing price pressure due to varying supply and demand of natural and organic raw materials and learning to master the challenges of green chemistry—such as the use of sustainable surfactants, "green" solvents and alternatives to parabens. Free-from formulas—a key trend in 2010—continue to evolve in an effort to avoid petrochemically derived ingredients.
In 2010, 13% of new skin care, hair care and cosmetics made the paraben-free claim (up 5% from 2008). Also in 2010, almost 9% of new skin care, hair care and cosmetics made the organic claim (twice as many as in 2007); the all-natural claim was found in fewer than 3% of launches in 2010.
“Paraben-free claims actually outpaced organic and all-natural claims in new skin care, hair care and cosmetics launches in 2010,* backing up Mintel’s Nu Natural trend that predicted that brands would emphasize results and free-from claims over certification," said Nica Lewis, head consultant, Mintel Beauty Innovation. "In 2011, we'll see beauty companies placing increased importance on the environment, focusing on sustainable sourcing with attention to maintaining biodiversity. A renewed emphasis on repackaging to minimize waste will also be a factor.”
While skin care launches* dipped slightly in Europe and the U.S. in 2010, China saw dynamic growth with a 40% jump in new skin care products.