(My) Knowledge is power. This is one of the tendencies that predicts Mintel, the agency of data of market for the next 2025. The consumers now take decisions more intelligent, combining knowledges, tools and technologies to attain personalised solutions that adjust better to his needs, expectations and desires. According to a report of Mintel, this tendency began in 2009, when the consumers took consciousness of his power of election and interest in the efficiency and the science behind the products. For 2018, the consumers already were conscious of his influence on the marks and sued solutions to his measure. In the last years, the artificial intelligence and the social nets have won importance in his process of decision and have helped them more specifically to know the effects of each ingredient of his cosmetic routines.
Mintel predicts and projects that in 2025, consumers will continue to adopt smart beauty practices, using both their prior knowledge and technological tools. Beauty routines will be simplified in search of efficacy and proven products, with tanning products and skin slugging (applying petroleum jelly to lock in moisture) gaining popularity. Safety of ingredients and environmental factors such as water and air quality will be of growing interest. Consumers will therefore be interested in products containing adaptogens, ginseng or astragalus.
For example, in China, where ingredient efficacy is key, brands will differentiate themselves with personalised products aligned with consumer values. Thus, beauty will be more integrated with health, and products that prioritise wellness will be launched.
Mintel, with a more long-term vision, points out that by 2030 a revolution driven by technology and personalisation is foreseen. The Alpha Generation, who will be adults by then and have grown up in a society familiar with AI, will transform the industry with augmented reality and virtual assistants. Artificial intelligence will anticipate skincare needs, offering effective solutions for each individual in an ageing society.