Skincare trends in 2022 and beyond see armpits, bedtime and concentrates in the spotlight, according to WGSN


The global skin care market reached 125 billion euros ($ 140.9 billion) in 2020, according to data from Global Newswire presented in the WGSN Intelligence: the future of skincare 2024report – a figure that fits well with Euromonitor International’s forecast that it is expected to grow and reach 152 billion euros in sales by 2025.

WGSN trend forecaster said skin care has been “A pandemic bright spot”For the beauty industry in its report, noting that the category had been “Galvanized by the challenges”.

So what exactly was in store for this overflowing post-pandemic space?

“The skin care category flourished during the pandemic even as other beauty segments weakened. As we move into 2024 this will continue, supercharged by brands that honestly meet different skin care needs by ethnicity, gender and age and with products that reflect lifestyles. post-pandemic “,WGSN Beauty Manager Clare Varga wrote in the report.

Desire of consumers for “Safety, personal care and convenience”would prevail, Varga said.

“Highly concentrated hero products”

In that connection, she said buyers will increasingly look for claims containing proven ingredients that generate interest and engagement with “Highly concentrated hero products”.

Skin care offerings of potent active ingredient blends with proven efficacy would gain popularity, she said, as consumers continued to downplay the number of products they used daily and sought to avoid. “Erroneous purchases”.

For brands looking to exploit this opportunity, Varga said investments need to be made to prove the products work. “The concentrated nature of single hero products means higher prices, so it is essential to prove their effectiveness.”she says.

Work to make these products “more accessible”Consumers of beauty products would also be important, she said, with flexible payment and subscription options a necessity online.

Skin care while sleeping – the new personal care opportunity

Another important skin care trend emerging from the COVID-19 pandemic, according to WGSN, has been “Skin care while sleeping”– the products offered “Practical functional treatments”before going to bed.

Sleep time is the new personal care opportunity in skin care [Getty Images]

In a separate report examining WGSN’s trendline for this category, beauty director Jenni Middleton and data analyst Zara Hussain said insomnia caused by the pandemic had “High nighttime routines”.

“Users now want more than sleep support and are looking for nighttime solutions and functional treatments, creating a new self-care opportunity for brands.” they wrote in WGSN Trend curve: skin care while sleepingreport.

As the closures began in 2020, they said consumers began to turn to beauty products for relaxation and “Help them to die out”, But that trend had now shifted to finding products that helped rejuvenate and deliver results. As part of this, overnight beauty remained a priority and interest in sleep routines was growing, they said.

Relaxation with a high dose of active ingredients

Middleton and Hussain said the main underlying topics influencing pre-bedtime skin care opportunities remain stress and functionality.

“Brands need to educate consumers that AM and PM routines are essential, but redefine PM as the time to achieve effective treatment results. Consumers want to learn more about the ingredients and order products for maximum nighttime gains. Products that can combine relaxants and skin actives will allow users to sleep so that the repair wallet can function at its best. These wellness-beauty hybrids will become the new heroes of PM beauty ”,they wrote.

“… Skin and body brands have the opportunity to convert the huge increase in personal care during the pandemic into a newly created pre-bed moment for solution-based beauty.” “

From a product perspective, they said sprays remain popular in this space, but other traditional oils, creams, serums, masks and balms now populate the bedside tables as well.

Underarm “skin” goes beyond odor control

A final area to watch in the future of skin care, according to WGSN, was armpit skin care – a category that would gain traction next year.

Underarm care goes far beyond odor control [Getty Images]
Underarm care goes far beyond odor control [Getty Images]

Writing in the WGSN report To watch for in 2022: armpit skin careSenior strategist Emma Grace Bailey and the WGSN beauty team said underarm “skinification” has created opportunities for underarm deodorants, cleansers and moisturizers.

“Underarm products are designed to be an upgrade, as consumers seek to apply the same care and attention to their armpits as they do to their face. Inspired by the growing body positivity movement, as well as a long-term focus on health, a single deodorant will no longer suffice ”,they wrote.

Interest in “effective”and “Fast-acting”Underarm skin care products would gain traction among beauty consumers, they said, and many innovative brands were already working hard to shake up the category. Many, for example, had started to replicate the formats found in skin care, like cleansers, tonics, and serums, and others had chosen to create single-ingredient hero products with CBD, prebiotics, and of hyaluronic acid, some examples. More importantly, successful and innovative brands had started to “Beyond odor control”,Bailey and the team said.

British company AKT London, for example, came up with a gua sha-inspired applicator that turned the application into a moment of self-care and well-being. Australian company KIND-LY had developed an “armpit detox mask” designed to be used before its magnesium probiotic deodorant and, similarly, US company Flaunt Body had launched an “ingrown hair mask” to use. after shaving or waxing to reduce irritation, shaving bumps and ingrown hairs. The American derma brand Surface Deep had created anti-odor cleansing pads, designed to be wiped off under the armpits, and the Thai brand Erb had launched an underarm toner in its line.

According to Bailey and the team, these five brands offered consumers a “A more thoughtful and holistic way to take care of their pits”.

Concluding on the wide range of opportunities in skin care, Varga said: “The future of skin care will be defined by lifestyle-oriented formats, optimized formulations and tailored solutions. “


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