Mood-enhancing cosmetics and ‘turbo beauty’ set to be big in 2010

By Katie Nichol

- Last updated on GMT

Related tags Beauty products Human skin color Cosmetics

Mood-enhancing cosmetics, a new, a results-focused vision of natural and the development of ‘turbo beauty’ are set to be key beauty trends for 2010.

The 2010 Global Beauty Trends report from Mintel shows that innovation from industry and consumer resilience has shaped a new landscape for beauty products in 2010, with beauty brands and suppliers continuing to seek creative new ways to merge science, nature and sustainability.

“In 2010 we will see more consolidation in the beauty industry and evolution of old trends as well as new ones as consumer confidence returns,”​ said Nica Lewis, director of Beauty Innovation at Mintel.

Mood-enhancing cosmetics

Mood-enhancing cosmetics and skincare that go beyond the use of aromatherapy and scent will be a key trend for next year, with beauty products being imbued with psychological benefits and ingredients that act on neurotransmitters.

One of the first indicators of the new breed of neurocosmetics and the Mood Beauty trend was Linda Papadopoulos Psy Derma Enlightenment Day Moisturising Treatment, said Mintel.

Its active ingredient Idebenone claims to boost the neurotransmitters serotonin and dopamine to create a feeling of well-being and stress reduction.

Nu Natural

A new vision of natural that is less focused on certification and more on results, efficacy and safety is also emerging.

Mintel expects to see claims like "free from" and "sustainable" appear in products that simultaneously contain synthetic actives like peptides, hyaluronic acid, ceramides or collagen.

Lanadil’s Sulfate-Free Shampoo in the USA, part of a 100 per cent alcohol-, paraben- and petrochemical-free hair loss treatment kit, contains patented time-release hyaluronic acids spheres clinically proven to penetrate to the hair cortex.


2010 will also see the continuing evolution of the protection claim, with products that defend skin and hair from UV rays, the elements and hormonal changes.

An example of this trend is Clarins’ Replenishing Comfort Mask, which claims to “nourish and enhance skin weakened by age-related hormonal change”​ in just ten minutes.

Turbo Beauty 4G

Developing the ‘turbo beauty trend’ of 2009, which saw the power of formulations being ramped up to deliver real discernable results, is the next generation Turbo Beauty 4G.

Cosmetics science will continue to capitalise on advances in biochemistry and incorporate use of medical-grade active ingredients into beauty products, predicts Mintel.

Dermlab’s Swiss Line contains the medical-grade oxygen carrier Perfluorodecalin, which boosts the healing process as well as Madecassoside, a patented pharmaceutical anti-inflammatory ingredient.

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