Here’s a quick read for beauty marketers from cosmeticdesign.com – What’s trending in the natural anti-aging category right now?
The article cites a few recent natural-based ingredient launches targeting the anti-aging beauty market. Upshot is that increasingly sophisticated solutions are being designed to provide effective “natural source” formulations for skin care, supplements and hair care products.
While natural is certainly an important purchase driver, we’d suggest that the formula for keeping anti-aging beauty brands trending and generating sustained momentum is the combination of…
- natural (free-from claims)
- plus brand story (to emotionally connect to customers)
- plus new product technology (that can deliver real improvements)
- plus new digital technology (to customize and personalize for customers)
- plus social presence (to engage with customers)
- minus the complexity (of too many choices)
- supported by a brand platform that is broad enough to support ongoing “brand” innovation
Into The Future
As reported by Euromonitor, overall skin care segment growth through 2019 is expected to slow versus prior years. Partially responsible for this modest growth is likely the success of complementary beauty devices and the uptick in beauty services (e.g. spas) given the robust economy.
Granted, natural beauty products are having their moment, as it’s the fastest growing segment of the global personal care industry. However, the modest growth projection for the segment overall points to the need to innovate and create the unexpected across all fronts in order to keep the positive momentum going. This involves the ability to sense changes in the marketplace and with customers, and a line of sight that stretches beyond your existing target market, value proposition and even business model.
We’re actually going down this path now with a Trajectory personal care client. We stepped back to take a wide-eyed view of the health and wellness marketplace, are going to be targeting an entirely new audience, with a new product range through a new channel of distribution. Exciting work!!