ASCP Skin Deep

MAY | JUNE 2021

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Listen to the ASCP Esty Talk podcast at ascpskincare.com/podcasts 19 Marketing intelligence firm Mintel has found four key consumer trends that will impact the global beauty and personal care industry this year. Sarah Jindal, Mintel's associate director of global beauty and personal care, offers insights to how these trends will influence the beauty and personal care industry. Calming Routines. "Going forward, brands that successfully highlight the use of beauty routines as a way to combat stress and anxiety and bring normality during uncertain times will drive long-term value for consumers," Jindal says. Experiential Value. "Experiences will become more valuable than tangible products as consumers reevaluate what is essential," Jindal says. "Brands wishing to encourage consumers to trade up will need to redefine value, beyond just cost, but through the impact of purchase as well as convenience with an emphasis on quality." Personal Care. "Over the next 12 months, loyalty and lifetime customer value will be driven through multiple, sophisticated, and personalized digital touchpoints that focus on capturing individual lifestyle needs," Jindal explains. "Brands will need to develop strategies that drive commerce to [their] sites that advocate authenticity, as well as challenge big marketplaces that have yet to provide clear supply chain transparency." Local Loyalty. Jindal predicts that "brands will continue to collaborate with and support local businesses with an authentic and long-term strategy as many consumers shop local with less focus on price. The next evolution of 'clean' will be created by marrying ethics with safety to cater to the conscious and careful beauty consumer focused on avoiding undue risk inside and outside the box." 2021 Beauty Consumer Trends BEAUTY BUZZ Results-Driven Retail Built for home use, Bio-Therapeutic's bt-micro fusion features ultrasonic power in a compact, water-resistant, handheld unit. Three modes produce results by gently removing dead skin debris, excess oils, and impurities; loosening impacted oils and dead skin cells; and optimizing absorption of serums and moisturizers. bio-therapeutic.com Taisaii stupak/unsplash

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