Beauty around the clock: consumers want 24h coverage from routines

By Lucy Whitehouse contact

- Last updated on GMT

Related tags: Cosmetics, Mintel

Beauty around the clock: consumers want 24h coverage from routines
The industry is seeing the rise of 24h beauty solutions, with product launches covering specific sections of the day and night to cater to consumer demand.

Mintel market research firm presented on this global trend at the recent in-cosmetics Asia trade event, noting that the rise of health and wellness tracking tech has been the major influencer of this trend in beauty.

“Consumers are being encouraged to continually monitor and manage their health and fitness. Beauty companies are moving in this direction too, offering round-the-clock beauty routines,”​ the firm explains.

Bright and early: morning

In terms of beauty and personal care items catering specifically to the morning section of a routine, Mintel is observing various trends.

Firstly, devices that purify or balance water are becoming popular across Asia, with Micoe having released a water purifier that controls the pH balance of water. Similarly, A.O Smith has released a water softener product that tackles water hardness.

Products that offer multifunctional ways to speed up a morning routine are also popular: 18% of US personal care users wish their routine was less time-consuming. Clinique's pep-start range is singled out for being time- and energy-saving.

All day long: day-time

The three trends in around the clock beauty that cover the daytime period are: office management, pollution protection, and top ups.

Portable products are essential for this section of the day, with portable sprays leading the way. Estée Lauder’s Radiant Energy Mist claims to create a post-exercise glow and help the skin hydrate on-the-go.

“Single use, spray and stick formats offer portability and convenience for consumers who travel, commute or want the option to top up their freshness and make-up throughout the day,”​ says the firm.

Night and full-day options

Evening-specific trends being seen in beauty tend to focus around the idea of beauty sleep - the repair and restoration of the skin and hair during the night. For example, Shiseido’s Ibuki mask is a leave-on gel that refreshes skin while you sleep.

Some companies are responding to this demand for around the clock care by offering full ranges to take consumers through a regime across a 24 hour period. Allies of Skin is one such brand, with three products in its full-day collection.

Looking forward, this holistic approach to a scheduled routine is likely to see futher innovation from brands. Mintel predicts

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