Seasonality trend offers brands innovation opportunity to target specific demands

By Andrew MCDOUGALL contact

- Last updated on GMT

Harsh weather can make for specific skin and hair issues
Harsh weather can make for specific skin and hair issues

Related tags: Market researcher mintel, Dry skin

It appears cosmetics are affected by the seasons, as weather conditions and emotional changes affect consumers’ beauty habits and regimes and offer manufacturers the chance to capitalise with products for specific needs.

According to market researcher Mintel, it is the ‘Seasonality’ trend and it has evolved steadily over the last few years with cosmetics companies increasingly introducing innovative products that offer defence against the cosmetic and emotional effects of specific weather conditions.

Seasonal products accounted for 11.1% of all beauty and personal care launches in 2014, up from 9.8% in 2011. Seasonal facial skin care launches rose from 0.5% of global launches in 2009 to 1.2% in 2014.

Increasing demand

“Our research shows that consumers are becoming increasingly aware of - and concerned about - how changes in the environment are affecting the condition of their skin and hair,”​ says Jane Henderson, Global President of Mintel’s Beauty and Personal Care Division at Mintel.

“Already, beauty manufacturers have started to go beyond taking simple seasonal approaches geared to public holidays or gifting occasions and instead are taking on the elements within their product innovation.”

And the strong consumer demand for skin care that taps into the changing seasons has helped birth a new generation of winter care products which tend to target dry skin and deal with the effects od cold conditions.

Building loyalty all year round

According to Vivienne Rudd, Director of Insight, Beauty and Personal Care at Mintel, the future will also see the arrival of boosters that address cold, damp weather as well as the extremes of dryness.

“Meanwhile, extreme summer conditions are calling for products which protect the skin from heat and humidity as well as UV damage, and which build up resilience against the forthcoming autumnal changes,”​ she says. “By creating these seasonal options, brands have a chance of building year-round loyalty.”

This trend is expected to develop further so that specific skin and also hair issues are targeted rather than just generic seasonal products, and this will give rise to multifunction as consumers will look for skin and hair care products with added benefits, such as UV protecting body washes.

“As well as appealing to changes in consumer cosmetic needs, there is also scope for products that appeal to the altered emotional needs of consumers as the seasons change,”​ continues Rudd.

“Conditions such as Seasonal Affective Disorder and the Winter Blues are now widely understood by consumers and the time is ripe for innovations that appeal to these ailments as well as products that appeal to people’s optimism during the warm weather.”

Seasonal approach

The market expert adds that seasonal approaches in beauty also extend to ingredients harvested at the most opportune time and has an impact on global launch programmes.

“With the seasons arriving in different geographic zones at different times, colour cosmetics brands will have to take a more time-sensitive approach to their seasonal colour stories, while skin care and hair care brands may have to stagger their launch programmes more accurately,”​ she says.

“Beauty brands will also take cues from localised seasons such as the Monsoon in South East Asia to launch relevant and eye catching products,”​ ends Rudd.

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