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Mintel Predicts 2010 Global Beauty Trends

Posted: December 9, 2009

"Austerity chic” ruled the beauty industry in 2009, but as this challenging year comes to a close, Mintel Beauty Innovation forecasts the top beauty trends for 2010. Though manufacturer and consumer attitudes were changed by the recession, innovation and resilience have shaped a new landscape for beauty in 2010.

“While 2009 brought its challenges for the industry, beauty brands and suppliers have continued to seek creative new ways to merge science, nature and sustainability for better results and more eco-friendly formulas and packaging," says Nica Lewis, director, Mintel Beauty Innovation. "In 2010, we will see more consolidation in the beauty industry and the evolution of old trends, as well as new ones, as consumer confidence returns.”

Mood Beauty

Makeup has long been associated with making the wearer feel better, but recent product evolution has seen actual ingredients enabling consumers to feel better. In 2010, consumers will be able to enhance their mood through makeup and skin care, going beyond aromatherapy and simple use of scent.

“Mood Beauty” creates a new beauty space, intersecting psychology and well-being with beauty products that offer psychological benefits and ingredients that act on people’s neurotransmitters. Expect manufacturers to make use of textures, temperatures or sounds that affect the mood, as well as innovations such as makeup that switches on and off. Meanwhile, the idea of beauty sleep will take on new meaning, as cosmetics claiming to induce positive moods or improve sleep quality inject new life into night care products.

Nu Natural

“Nu Natural” is a new vision of natural that is less focused on certification and more focused on results, efficiency and safety. In 2010, beauty products will evolve from today’s trend toward organic ingredients, revisiting attributes such as authenticity, provenance and local production.