The 2024 edition of MakeUp in NewYork, taking place September 18-19 at the Javits Center in NYC, will lean into the latest trends reshaping the industry. Here are X highlights coming to the event.
1. The Beauty of Longevity
Many themes will focus on emerging science, including "Life Long Care: The Changing Face of Beauty in the Age of Longevity," helmed by Beautystreams.
As previously reported, longevity is beauty’s new watchword, highlighting the rise of ingredients and brands that offer age-hacking, regenerative care for consumers of all ages by harnessing key biological levers. The goal? To extend consumers’ beautyspan.
The beautyspan is our take on the “healthspan,” a concept that measures the length of time a person is healthy. That concept prioritizes not just longevity, but also quality of life. Similarly, the beautyspan refers to the duration of one’s skin and hair health/wellness, centering the discussion on holistic, preventive and regenerative strategies, rather than solely aesthetic solutions.
2. Expert-backed Dermocosmetics
In "When Science-Backed Beauty Takes Center Stage," a range of experts from Cerave, Topical Skin and other organizations will take on the rise of dermocosmetic/pharmacy brands.
As Euromonitor reported exclusively to Global Cosmetic Industry, "From a consumer perspective, motivations to purchase dermocosmetics for skin health benefits (30%) and better alignment to skin type (24%) have been increasing."
At the same time, "The success of dermocosmetics is inevitably encouraging non-dermocosmetic players to lean into scientific and ingredient-led positioning.
As efficacy takes center stage, proof of claims is more important than ever.
In "Recoded Future: Pioneering a Future Fueled by Science," experts from Cosmetics Inspiration & Creation), CreatorIQ and others will discuss the importance of science in beauty's future.
As previously reported, Mintel's 2023 Beauty Rx trend charted the prominent intersection of consumer efficacy demands and emerging technologies in diagnostics, product application and more.
This trend recognized that consumers' focus on value has led to a rise in popularity for clinical skin care brands. In fact, 53% of U.S. beauty and personal care consumers research beauty ingredients to understand product effectiveness, per Mintel.
3. Top Beauty Trends TikTok x K-beauty
In addition to technical innovations, beauty is increasingly characterized by fast-moving trends.
During MakeUp in NY, experts from NielsenIQ and Spate will discuss "TikTok Shop and the Future of Consumer Engagement."
Earlier this year, NielsenIQ reported that, at the time, TikTok Shop was the number 12 beauty and wellness e-commerce retailer in the U.S. market—making it bigger than several department store e-tailers; in the U.K. market, it ranked number four and, in China (where the platform is known as Douyin), number two.
Since that time, the platform has climbed to a number 9 ranking in the U.S. market.
Understanding how trends function on the platform will be central to brands seeking growth on the platform, the preferred social feed of Gen Z.
Meanwhile, CTK, Jeong Hun and Global Cosmetic Industry will assemble to discuss the state of K-beauty, a high-volume, trend-driven category that often shapes trends in other global markets.
Epitomized by playfulness and efficacy, K-beauty is a strong bellwether for what's next in beauty.
In the mid 2010s, Korean beauty brands gathered so much U.S. buzz that Nordstrom launched a K-beauty pop-up in-store, Peach & Lily opened a shop-in-shop at Macy's and flagship Korean brands such as Laneige expanded into the U.S. market.
While hype ebbs and flows, K-beauty excitement never seems to fully dissipate.
Spate illustrated this with its latest skin care brand rankings based on the speed of monthly online U.S. search increases, dubbed Rising Stars.
Notably, per the firm, "two of the top growth rising stars are Mediheal and Ma:nyo." Both are Korean brands with significant hype.
Mediheal "boasts an average of 22.1K monthly searches and a 410.3% [year-over-year] growth," per Spate
The brand's standout products include its toner pads, reflecting general excitement for the toner sector in the U.S. market. Its chin masks and face masks are also standouts, per Spate.
Ma:nyo, meanwhile, boasts "an average of 6.7K monthly searches and a 296.2% [year-over-year] growth," driven by interest in its cleansing oils, yet another high-interest category enhanced by interest in double cleansing methods.
Notably, per Google Trends data secured separately from the Spate report, Korean skin care is among fastest-growing skin care search topics on Google, as are the Korean brands CosRx, Laneige and Anua.
As this data shows, faith in the power of K-beauty, boosted by general category trends, will keep Korean brands front-of-mind for U.S. consumers.
This points clearly to claims, ingredients and product formats non-Korean brands can tap into for their own marketing and product innovation.
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