A new definition of value in beauty
Paola Pérez , strategic marketing manager , Global B2C at Lubrizol Life Science – Beauty , shares insight on the new role of value in beauty and related trends
Beauty is no longer just about looking good . Consumers are reflecting on their personal values , what is most important to them and what they would like to change . They are taking time to appreciate simpler things and considering how they can change not only their own lives but also the lives of those around them . As a result , the public is moving away from wanting the latest and greatest product simply for the sake of newness to , instead , expecting better value and performance from their trusted products and anything new they purchase .
The Foresee Lab within Lubrizol Life Science - Beauty is dedicated to connecting future trends , consumer insights and science to help shape the future of beauty . Through our research we believe that this trend of ‘ value in beauty ’ will continue to grow and impact tomorrow ’ s consumer . Our team anticipates that this focus on value will be reflected in four key areas : self-care as habit ; science-backed beauty ; the beauty of simplicity ; and evolved conscious beauty . Each provides , an opportunity for brands to analyse their products and find ways to incorporate this emerging trend in new product development .
Self-care as habit
The beauty routine as self-care will be essential as concerns around longterm social , political , environmental and economic challenges push consumers to seek restorative rituals . For example , the mental health challenges of the pandemic , paired with other day-to-day stresses , have made people more aware of their physical and emotional states . They are implementing habits to safeguard their well-being in uncertain times . Consumers are looking for formulas that can help them combat the beauty challenges that have arisen from an era of stress , such as the effects of less sleep , increased anxiety and more
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