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Mintel Predicts 2010 Global Beauty Trends

Posted: December 9, 2009

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Mintel Beauty Innovation expects claims such as “free from” and “sustainable” to appear in products that simultaneously contain synthetic actives like peptides, hyaluronic acid, ceramides or collagen. Beauty manufacturers will further explore simple formulas, such as infusions and fluids, but they’ll formulate them with a new generation of phytochemicals, anthocyanins and fermented actives.


Throughout 2009, there was a renewed emphasis on protection—one of the basic functions of skin care, hair care and color cosmetics. Beauty products offered increasingly powerful shields against physiological and man-made factors, in addition to UV rays. In 2010, “Pro-Tech’t” will strengthen this shield. Marketing language is already growing more robust, borrowing from computer technology (e.g. “firewalls”). Packaging, too, will expand beyond traditional glass and plastic to materials such as neoprene and concrete. In addition, Mintel Beauty Innovation expects growth in immune-boosting and skin-defending claims, as well as new products that contain ingredients from extreme environments, such as the arctic, alpine environment or deserts. Expect more health care actives such as rhodiola rosea, griffonia and superoxide dismutase to appear in 2010’s beauty products, forging a stronger link with nutricosmetics.

Turbo Beauty 4G

Developing 2009’s “Turbo Beauty”’ trend, “Turbo Beauty 4G” continues to capitalize on advances in biochemistry for higher-tech beauty products. Expect more quasi-medical results and “mix-it-yourself” solutions—at-home kits and cures that offer alternatives to cosmetic surgery and non-invasive procedures.

In 2010, products will increasingly include medical- or pharmaceutical-grade actives and next-generation nanotechnology. In addition, clinical testing to substantiate claims and results will move from prestige into “masstige” (affordable for general consumers but positioned as luxury).

Following the explosion of social media, Mintel also expects beauty manufacturers to start marketing antiaging products in particular to “digital natives.”