Mintel lifts the lid on cosmetics trends for 2008

By Simon Pitman

- Last updated on GMT

Related tags: Personal care, Cosmetics, Mintel

Eco-friendly, ethical personal care products are likely to prove
one of the biggest worldwide trends in 2008, alongside toiletries
that smell good enough to eat, masstige personal care products,
mineral make-up, and more interactive ways of shopping.

Mintel's sneak preview into what offerings the personal care industry will be making next year proves that, as always, the industry is driven by new ways of marketing fast-evolving, innovative products. However, one of the biggest new trends that has been developing throughout this year has been the move towards fair trade, combined with ethical purchases that minimize the impact on the environment. In relation to this, Mintel has outlined a number of specific areas that are expected to really come into their own in the coming year. Greener products​ Under increasing pressure from savvy consumers as well as government measures to reduce pollution, manufacturers are expected to make significant changes to their carbon footprint in the coming year. That is to say they will be making themselves much more accountable for the environmental impact involved in the manufacturing process. Specific to this, businesses are expected to put even more emphasis on their carbon footprints by being more accountable as individual companies, rather than just carrying information on labels for specific products. Mintel says that this initiative should see companies making environmental claims on their websites, relating information about the carbon footprint as a whole, rather than just referring to specific products. Fairtrade ​ Likewise, fairtrade will also expand significantly, with the personal care segment likely to follow the more developed and better regulated path that the food and drink industry has already taken. In the US, Latin America and Asia there is likely to be a rising number of fairtrade and fairtrade certified personal care products available on the market, with European companies tipped as being one of the biggest suppliers of such products to these regions. Seeing food ingredients in personal care ranges is nothing new, but this trend is likely to take off in an even bigger way during the course of 2008, Mintel says. This means that more and more food-based ingredients will be used to provide functionality in personal care products, for example super fruits with high antioxidant contents. Masstige division​ Likewise, although masstige personal care products have been on the rise for some years, 2008 is likely to be the year when new product launches in this category will be hard to avoid. The increasing number of masstige products - those with high efficacy or scientifically-backed benefits - is likely to lead to a more pronounced divide with simpler low-cost mass products. Mintel believes that this development could lead consumers to either embrace this trend, or else it could lead to a backlash driving consumers back to simpler lower-priced products. Mineral make-up ​ Another trend to watch out for next year could be mineral make-up, Mintel says. Once a niche trend, most major cosmetic players have started to roll out mineral make-up lines that are expected to being increasingly high profile. This is because prices have come down, thanks to its emergence onto the mass market, combined with the fact that the products are touted as being cleaner, providing better coverage and allowing for a more natural look. Finally, Mintel says it also believes that the way personal care consumers shop is likely to change, predicting that retailers are likely to make big changes to retail lay-outs to improve appearances as well as putting more emphasis on better organisation. Likewise, the report also suggests that new methods of spraying or diffusing products in stores as a means of sampling are likely to become more popular, which could prove particularly useful to marketers of fragrance-based products.

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