UK beauty market set to boom in 2014 with multifuntion and digital influence

By Andrew MCDOUGALL contact

- Last updated on GMT

Related tags: Hair care products, Cosmetics

Gillian Waddell outlines 2014's key trends
Gillian Waddell outlines 2014's key trends
The growing trend towards multifunctional personal care and cosmetics products, along with the growing demand for cosmeceuticals will see the UK become a hot spot, having already reaped the rewards of going digital.

The ‘Mixologiste’ trend for 2014 is one that was highlighted by market researcher Mintel​ we see more crossovers in products between skin care, hair care, and colour cosmetics.

On the market we now see a range of hair care products and shampoos that have scalp and skin benefits, whilst it is commonplace for make-up to moisturise, protect, or include SPF benefits associated with skin care.

Inspiration

There has been a focus on seeking inspiration from different ingredients and categories to create new combinations and to develop products which are revolutionary and innovative.

Gillian Waddell, Managing Director of Fuel PR, who has been at the forefront of new trends in the UK market for 2014, says that the new ‘BB creams’ are a good example of this and so this is an exciting time to work with beauty brands on their promotional strategies.

“Exciting innovations are emerging from all sectors with experts talking about CC (and even DD) creams moving to nail, lip and hair care product sectors,”​ she comments.

“Potential products cover newly launched BB hair creams promising to protect and reinforce hair fibres, or another interesting development is a hair perfume which will leave hair smelling fresh and protect it against UV damage, colour fading, whilst retaining maximum moisture, condition and nourishment.”

The trend of hair care products being inspired by make-up or cosmetics is a trend based on last year as the category looked to revive itself​; and it looks set to continue in 2014.

On top of this, Waddell also says that new cosmetics require revised communications campaigns as well as merchandising strategies to focus on promoting these products as an add-on, rather than as replacement purchases to avoid brand canabilasation.

Going digital

Communication itself came on in leaps and bounds in 2013 in the UK as many beauty brands reaped the benefits of ‘going digital’, as Mintel reports that six in ten Brits researched a beauty product online before then buying.

Nearly a third of these potential shoppers used social media such as YouTube, Pinterest and Instagram to conduct a research before purchase, believing that shopping online allowed them to make a more informed buying decision by comparing various ingredients and product functions.

The UK’s estimated annual sales of beauty and personal care goods online grew from £400m (€483m) in 2010 to £734m (€886m) in 2013.

“A large increase by anyone’s terms, and probably a final call for all beauty brands to start including social media and digital in their marketing & PR campaigns,”​ says Waddell, who predicts it to continue throughout the coming year and beyond.

Other areas tipped for glory this year by Waddell are cosmeceuticals, which are the fastest growing category according to GBI Research; and men’s grooming as advertisers take a new approach to the category, and hair growth treatments are also seeing an increase, from gadgets through supplements to shampoos and topical treatments. 

Related topics: Market Trends

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