May 18, 2023

Personal care: the 4 mega trends not to be missed

Diversity and inclusivity translate into the beauty world as messages that support body positivity

Personal care products are becoming more and more capable of arousing feelings of positivity and joy in consumers. After years of “social media bombing” of stereotyped body images and canons of beauty, people expect more realistic and honest communication from brands they look up to.

Diversity and inclusivity translate into the beauty world as messages that support body imperfections, acceptance of flaws, positive aging, and engaging with deeper and meaningful well-being values.

How do these well-being beauty movements reflect into olfactive trends?
Here is the explanation of the 4 main trends we’ve observed that will continue influencing new personal care launches or re-launches during 2023-24.

1. Futur-Nostalgia

During the pandemic, we’ve heard a lot about feelings of nostalgia. Looking towards the past, evoking sensations of familiarity, made consumers feel safe and protected. Even though the push towards a “new digital world” is strong, familiarity continues to be a safe anchor for good- feelings during unprecedented times. In fact, 91% of German consumers find it comforting to use products they’ve used before, while 61% of French consumers would like brands to relaunch classic products more often.

Here are some examples of EU heritage olfactive notes:

  • Rose, Lavender, Orange blossom, Citric notes, Vanilla

Tip for you: Evaluate the possibility of diversifying your product lines including at least a product that evokes nostalgic positive emotions. Keep an eye on inspirations coming from the 80s!

2. Sensorial hype

Consumers consider personal care products to be gate-away from everyday hustle and distress. Both men and women seek daily well-being rituals when under the shower or when taking care of their skin. Products that offer sensorial benefits become more appealing, adding value to self-care routines. Fragrances and essential oils play a big role, in boosting emotional benefits and enhancing pleasure.

Here are some of the trendiest olfactive notes that grow sensorial sensations:

  • Ylang-Ylang, Eucalyptus, Ginger, Opulent florals, Sophisticated compositions

Tip for you: Consider the idea of claiming the benefits of your product that are scientifically proven. Adding essential oils or including fragrances with “Feelings Technologies” will boost the credibility of your products/brand in the eyes of your consumers.

3. Natural boost

Consumer’s trust in the power of nature keeps rising and so are the nature-inspired and sustainable personal care new product launches. Shoppers want to buy products that make them feel healthier and like they are investing in their overall wellbeing, and looking for natural labels is an easy way to accomplish this goal. Skincare especially is at the epicenter of the natural movement. The revenue in the Natural Cosmetics segment amounts to US$2.88bn in 2022 and the market is expected to grow annually by 7.41%.

Natural-inspired fragrance notes that are rising:

  • Thalasso-spa, Chamomile, Geranium leaves, Cedarwood, Lavender

Tip for you: Show your consumers that you are attentive to their well-being and to the well-being of the planet. Consider reformulating your products with both sustainable fragrances and packaging. Communicate the values behind your brand and avoid greenwashing.

4. Skin tech

There is a considerable slice of consumers that rely on science to improve the quality of their life. Technology can offer a wide range of solutions to boost the performance of personal care products and this shows in minimalistic products that invest in cutting-edge skin care formulations to bring wellness, comfort, and care. New beauty-tech accessories are emerging rapidly and proposing to consumers devices that can work in synergy with popular personal care products. Technology is also used to customize products according to age, skin-body type, and issues.

Fragrance notes that go well with Skin-tech:

  • Mineral notes, clean-watery notes, yuzu, musky notes, iris, skin-kissed floral, sandalwood

Tip for you: evaluate the possibility of elevating the performance of your product thanks to technologies integrated into your formulations, or think about devices that could work in synergy with your product to enhance the wellness feeling in your consumers.  

Try our Inspired Brief for a body wash product inspired by natural boost notes.

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