Austerity chic makes way for "Mood beauty" in 2010
By Paul Casciato
LONDON (Reuters Life!) - "Austerity chic" will make way for mood-enhancing make-up in 2010 alongside "naturally sourced" cosmetics and those enhanced by biochemistry and nano-technology advances, a report said on Wednesday.
The trend for cutting back on the use of cosmetics ruled the beauty industry in 2009. But innovation and consumer resilience have shaped a new landscape for products in the coming year, according to consumer marketing and consulting firm Mintel in its "Global Beauty Trends for 2010."
The report identifies four trends for beauty products which it labels "Mood Beauty," "Nu Natural," "Pro-Tech't" and "Turbo Beauty 4G."
"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," Mintel's Director of Beauty Innovation Nica Lewis said in a statement.
The report said 2010 will see more consolidation in the beauty industry and the evolution of old trends as well as new ones as consumer confidence returns.
Recent product evolution has seen actual ingredients that will enable consumers to enhance their mood through make-up and skincare in 2010, going beyond aromatherapy and use of scent.
The Mood Beauty trend creates a new beauty space that intersects with psychology and wellbeing; imbuing beauty products with psychological benefits and ingredients that act on neurotransmitters, the report said.
Nu Natural is a new vision of natural beauty products evolving from a current trend toward organic ingredients, revisiting authenticity, provenance and local production. Continued...