Mintel publishes top beauty trend predictions for 2009

By Guy Montague-Jones

- Last updated on GMT

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Only the fittest are expected to survive in a beauty market where consumers are looking to get the most from their depleting bank accounts, according to a new Mintel report.

Predicting the top beauty trends for 2009, Mintel said the tougher economic climate will mean that only the strongest brands, which can really prove their worth, will earn their place in our beauty cabinets.

“2009 will be all about survival of the fittest in the beauty industry. Consumers are going to demand real value for their money as well as visible results, and they will stick to the select number of brands they can truly trust,”​ said Nica Lewis, head consultant of Mintel Beauty.

Economic pressures

As economic pressure mounts consumers will no longer be able to indulge all their beauty whims ushering in a new era of ‘austerity chic’.

Mintel expects consumers to become more targeted in their purchases and reduce the number of lotions and potions they buy.

Increasingly discerning buying habits will play into the hands of companies that can offer products with visible and proven results.

More patents, advanced technologies and clinical testing are expected as companies try to convince people that their beauty claims are true.

Sustainability trend

Despite lower consumer spending, sustainability and eco-friendly are tipped to remain buzz words in 2009. In fact an emphasis on waste reduction will be supported by both ‘austerity chic’ and an environmentally friendly approach to beauty.

Mintel also predicts that people will demand real evidence of ethical authenticity and will no longer be willing to accept unsubstantiated claims. In addition the sustainability net is expected to be cast farther to encompass new areas with the ‘water footprint’ being considered as well as the carbon footprint.

“The beauty industry is showing that it is more than skin deep, with a number of initiatives that support economic, social and environmental sustainability,”​ said Lewis.

Beauty foods

The final prediction for 2009 is that food and beauty will become even more intertwined. Healthy food ingredients such as probiotics are likely to show up more and more in cosmetics and skin care products.

Greater familiarity with these ingredients should help convince consumers that beauty food products can enhance appearance as well as health. On-the-go formats such as supplements, snacks and drinks will be the most likely vehicles for the delivery of the beauty food concept.

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