Mintel Names 'Down to Earth' As Key 2011 Beauty Trend

Posted: January 7, 2011

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Around the world, anti-aging claims are still vital, with more than one in four launches making this claim, up 5% over 2009. New skin care products with environmentally friendly packaging were also up 5% on the previous year showing manufacturers’ commitment to recycling and eco-friendly materials—a trend Mintel expects to have real impact in 2011.

“2010 was a year for rebuilding with new skin care product launch activity almost matching pre-recessionary levels," said Vivienne Rudd, senior beauty analyst, Mintel, in a press statement. "The past year saw M&A activity resumed too as credit markets eased, with consolidation amongst ingredient suppliers and Unilever, Shiseido, L’Oréal, Estée Lauder and Coty all inking deals. This development will influence brands in the year ahead from a marketing perspective linked to the 'down to earth' trend too. Simplifying text and stripping back to tell straightforward, direct stories of plant-based ingredients will be key, and [brand owners] who treat consumers as educated shoppers instead of novices stand to benefit.”

*Q1/2 2010, in US, UK, France, China and Japan, markets where GNPD tracks new beauty from budget to super luxe price points.

For more more information about business and market trends, visit our sister publication's, Global Cosmetic Industry (GCI) magazine's, website.