The Covid-19 epidemic has left lasting changes in the global consumer landscape, and changing lifestyles are reshaping the relationship between consumers and beauty personal care, particularly in the areas of sustainability, changing consumer expressions of identity, and digital technology changes that will affect the future of the beauty industry. Let's take a brief look at the recently released Global Beauty Personal Care Future Trends 2022, in which global beauty experts discuss how global consumer trends in 2022 will influence the industry in the years to come.
Sustainability blends with ethical sensibilities
Consumers are pushing for companies to take substantial action on climate change. In fact, while consumer awareness is budding, the corresponding consumer industries are beginning to either actively or passively responding to the situation, as mentioned in the report, in addition to passenger transport companies (44%), manufacturers of home care products (e.g. cleaning products, toilet paper) (39%), packaged beverage manufacturers (28%), skincare and hair care manufacturers (18%), and cosmetic manufacturers (17%) are all industries where consumers have high expectations that they will actively take sustainable action, making sustainability in consumer products a real imperative.
It is clear that the responsibility for sustainability no longer rests solely with the end user, as consumers are demanding greater action from companies to help them address issues such as climate change more quickly. Make the impact of sustainability clear and tangible to consumers. Amplify the additional key benefits that justify buying a greener or more ethical brand or product (like bamboo or wooden cosmetic product).
According to Insight data, 47% of Chinese consumers are willing to spend more for eco-friendly beauty/care products as they are willing to make a consumer upgrade for the environment; 30% of Chinese consumers are increasingly concerned about the ethical practices of the brands they use, and they believe ethics are critical; 85% of Chinese consumers expect sustainable innovation in beauty, and they want more innovative sustainable ideas from well-known beauty brands. Consumers want to see measurable metrics, and this goes far beyond sustainability. Ethically conscious marketing can be effective in driving product/brand adoption and loyalty when it is in the shopper's eye, so the ethical impact is clearer and more tangible.
Consumers express their true selves
The convergence of digital and real-life encourages more self-expression and multiple digital identities lead to more innovation. According to Insight, 82% of Indian consumers say being able to express their individuality is a priority in their lives, and 68% of U.S. consumers want to see diversity in beauty advertising that reflects the multifaceted realities of their lives. Some consumers also have multiple identities on social media, depending on the mood they wish to portray, but it all filters down to the idea that online identity + offline identity = authentic self.
Brands are experimenting with their own avatars as a way to engage with younger consumers, who are digital natives living parallel lives in a virtual world," said Duree, associate director of beauty and personal care research at Infotech. Avatars offer great flexibility in design, allowing for complete customization of a brand's image while aligning with the expectations of the target audience."
You can check our environmentally sustainable bamboo cosmetic products here.Beauty breaks stereotypes
Accessibility is also key when it comes to diversity, equity and inclusion - considering price, geography and social issues. For beauty, it will no longer be defined, with the epidemic forcing consumers to rethink the meaning of value, both now and in the future, the power of tradition and culture will become more and more prominent. According to Infotech, 64% of Chinese consumers believe life should be less materialistic, and 57% of U.S. consumers are actively trying to reduce the amount of tangible goods they buy. Therefore, offering alternative shopping options, responding to changing priorities in consumption patterns and overspending giving way to minimalism, thus highlighting corporate social responsibility efforts, can better build consumer trust.
Embracing the digital future
With the awakening of the earth's resources, climate environment and people's consciousness, the contemporary consumer industry needs to undergo an all-around deep transformation. At this time, the emergence of trendy concepts such as meta-universe and NFT, the development of digital economy and virtual technology have driven the overall reconstruction.
From the consumer's perspective, especially the young digital natives want to travel seamlessly between reality and virtual reality and immerse themselves in exciting experiences. One of the driving trends mentioned in the 2022 Global Trends report by Infotech, "Enjoy Yourself," indicates that after an epidemic lockdown, consumers are eager to break free and explore, enjoy and embrace new experiences in both the virtual and real worlds. 72% of Chinese consumers are very open to trying new technology experiences, while 62% of U.S. consumers feel comfortable experiencing new technologies. of U.S. consumers think it's cool to experience new technology.
Technological advances will increase non-contextual communication, using emotion and audio to help guide consumers through new experiences to drive innovation," concluded Duree. Major brands are creating active interactive platforms that allow their digital presence to interact with consumers without constraint, bringing them closer together and making it easier to connect with them. Digital assets are reshaping the brand-consumer relationship and understanding of value as the three main points, while experiences will redefine the brand-consumer relationship and digital experiences will become more authentic and community-based experiences."
