As health and wellness continues to play a big role in beauty, energy consumption will also be a big trend, according to the market researcher.
In the UK, Mintel research shows that nearly four in five adults hate feeling low on energy, meaning that beauty brands will need to partner with food, drink and leisure brands to create healthy living product ranges with ingredients and claims that complement one another.
“Energy efficiency claims will also be key in the coming decade as consumers battle against fatigue. Brands must tangibly illustrate how their products can impact consumer energy levels for the better, thought work on energy-boosting products is already underway, particularly in skin care and hair care products,” adds Vivienne.
“We should expect to see more hair care brands improve the condition and longevity of the hair by stimulating cellular energy. A new generation of colour cosmetics will also emerge, enhancing the energy levels of the skin as well as its outer appearance.”