Despite the unpredictability of living in a post-Covid world, McKinsey believes that beauty sales will surpass pre-pandemic levels in 2022. “In order to benefit from the beauty market’s proclaimed resilience, beauty companies must adapt to the new normal,” says Leila Rochet, Chief Inspiration Officer of Cosmetics Inspiration and Creation. Consumer sentiment is upbeat, and the desire to create moments of diversion and pleasure in the midst of all the chaos is palpable. Consumers will understand the importance of approaching life with a fluid perspective in the future. If consumers were pushed to become more adaptive in 2020-21, they will continue to use this flexible approach in 2022 and beyond to deal with the dynamic motion of living in an uncertain world.

Cosmetics Inspiration and Creation presents a picture of the five important trends that will impact the sector in 2022 and beyond, taking into account this increasing versatility.

From uncompromising beauty to uncompromised sustainability

Purposeful beauty combines with sustainability in 2022 to form a new beauty eco-system based on high standards and values. Consumers are pushing beyond “clean” to a point of uncompromised wellbeing, where pleasure and personal beauty may be obtained without harming people or the environment. Nothing less than a net-zero result is expected.

Consumers are more concerned about climate change, and more than half (51%) now consider whether a product was created in a traceable and transparent manner. Consumers will push firms to take proactive climate-positive initiatives as they become more aware of the tropes of greenwashing rhetoric and marketing messages.

Transparency is crucial in the production process. Sixty-one percent of consumers say they can’t tell if a beauty product is made ethically by looking at its packaging, and half of them want firms to make it easy for them to see how products are made. Consumers will demand to know Who, Where, and How each product is made in the future.

Brands will need to bolster their transparency credentials as a result of this apparent movement from sustainability to beauty without compromise. Beauty brands may provide guarantees by putting openness at the heart of the product experience, allowing customers to enjoy and experiment guilt-free.

From color to joyspotting, there’s something for everyone.

Joyspotting offers a new dimension of beauty, one in which makeup is self-care, a tool of transformation, and a manifestation of self-fluidity all rolled into one.

This is a result of the beauty industry’s Tiktokization, in which artists and influencers urge followers to break the conventions and embrace the fluidity of experimentation. On TikTok, there’s no room for perfection or judgment; only fun – a third of users (31%) say they use the program to cheer themselves up.

Foto de Shiny Diamond: https://www.pexels.com/es-es/foto/cinco-lapices-labiales-liquidos-de-varios-colores-3373738/

Beauty in 2022 will be full of aesthetic revolt and flexible innovation, thanks to these inspirations. Celebratory cosmetic looks will be applied to the face and body. Pinterest shows an increase in searches for mullet haircuts (+190 percent), tooth jewels (+85 percent), bejewelled eye looks (+110 percent), and rhinestone pedicures (+150 percent).

Danessa Myrick, an emerging brand in the United States, is connecting with the next generation of Joyspotters through an inclusive and artistic strategy. “Everyone should be able to have the freedom to enjoy makeup,” the brand’s concept says, referring to the new fluidity. The brand’s characteristic Chrome Flakes, with their color-changing pigments, are indicative of a new wave of ephemeral and transformative products that are only now starting to emerge.

New tools and devices allow people to easily swap up their beauty looks, bringing creative ephemerality to the forefront. As the pandemic continues to suffocate possibilities to demonstrate creative flair outside the home, nails in South Korea have become a medium for self-expression. As a result, manicures are becoming bigger and bolder, with 3D glitter, crystals, and jewelry embellishments. Brands will treat the art of beauty as a form of enjoyment in the future, and those that can provide a quick burst of happiness will connect with consumers looking for items to help them recover from the pandemic slump.

From inclusivity to radical adaptive beauty, there’s something for everyone.

The beauty business will aim to further individualize its approach as we progress towards a post-inclusive society. The industry will have to go beyond skin-tone matching to address all facets of diversity, including the Gen Z vs. Mature skin divide. Fluidity will be valued and respected in the same way that accessibility and adaptability will be in the future.

Today’s diverse and multifaceted consumers will demand to be provided with products that meet their exacting needs as our idea of real inclusion evolves. Beauty goods that adapt drastically to individuality, moving from superficial societal specificities (skin tone, hair type, etc.) to a deep grasp of the “underskin” mechanism, will continue to emerge. And we’re only scratching the surface of what’s possible, as marketers begin to release personalized products that more accurately match biological or physical peculiarities.

In the future, the beauty industry will take steps to ensure that no consumer, regardless of age, gender, race, ethnicity, size, or ability, is left out of the conversation. Currently, 15% of the world’s population has some sort of handicap, and as the population ages, this percentage will only rise. It should be mandatory for the industry to design products, tools, and packaging with this population in mind.

From skinification to enhanced underskin, there’s something for everyone.

The pandemic has sparked a fetishization of wellness and a healthification of the cosmetics industry. Consumers are focused on care and safety, and they seek potent, power-dosing ingredients across all of their beauty products, as a preventive mindset has become the new normal. As a result, marketers are developing products that incorporate the newest technical advancements while also incorporating new, biological semantics into the beauty story.

As businesses add another degree of science-proofing to the consumer experience, stories about skin barrier empowerment, microbiome and psychobiological enhancers, hormonal regulators, and circadian champions will continue to break through. Consumers will be awakened to a fresh conversation about the underskin in the coming years. More and more brands are introducing complex formulas containing “skin health” components. Be Radiance now includes probiotics in its cosmetics powders, which activate with water to help “positively populate the microbiota,” according to the company. A holistic approach to skin care, in which makeup goes beyond color to rebalance and protect the skin from external aggressors.

Products that respond to the rise in skin sensitivity will become increasingly important in the future for consumers who wish to maintain their skin’s health without sacrificing performance. The lines between makeup and skincare, as well as food and beauty, will blur in this environment. The boundaries between traditional categories will be blown apart by a new generation of hybrid items, propelling beauty to new heights.

From a home spa to temporal beauty technology, there’s something for everyone.

As innovation keeps up with customer demand for goods that allow consumers to smoothly alter up their beauty looks from home, tech is tapping into the trend for fluidity. Those looking for advanced out-of-the-jar cosmetic remedies will appreciate science-backed products, temporary treatments, and formulations designed to avoid surgical procedures.

Consumers soon learned to adjust as the epidemic brought in new ways of working and living, and they understood that joy may be found in impermanence. The urge to avoid long-term commitments in favor of short-term thrills is now catching on in the world of beauty. From L’Oréal’s AI-integrated hair coloring equipment, the Colorsonic, to start-up Prinker’s mobile temporary tattoo-printing machine, CES 2022 innovations caught this creative ephemerality.

Consumers will be able to attain – and quantify – next-level achievements in the future, thanks to the combination of scientific validity and technical precision.

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