Sharon Kwek
Sharon is Senior Innovation and Insights Analyst, Beauty and Personal Care at Mintel. Based in Singapore, she provides insights on Asia’s beauty and personal care categories.

At in-cosmetics Asia this year, Mintel will discuss how self-care is becoming a critical concept in consumer lifestyles today. Consumers all over the world are looking for ways to enhance their mood through products and services. It is this need that is challenging the beauty industry to introduce product innovations that meet consumers’ basic beauty needs, while addressing their moods as well as emotional health.

Here, we shine the spotlight on six beauty and personal care innovations that tap into the emotions—a preview of what’s to be showcased at the Mintel Innovation Zone (Booth I87) this year.

TOUCH

Texture and format play important roles in beauty innovation. Unique textures and formats that pull away from the norm can appeal to multiple senses, creating memorable, enhanced consumer experiences.

Makayla Oxygen Bubble Mask, Malaysia
This bubble mask claims to deeply penetrate the pores to eliminate impurities and dead skin cells. The foam bubbles come up on the skin when in contact with oxygen in the air, and provides a gentle clearing. It contains lavender extract and tea tree oil with antioxidant properties.

Farsáli Jelly Beam Illuminator, USA
This product is said to apply like jelly and set like a powder, leaving skin with a wet-satin finish that does not slip. It contains concentrated and buildable pigmentation which leaves the skin with a naturally lit-from-within glow.

 

FEEL

Emotional benefit claims will evolve to be a universal offer and appeal to beauty consumers through all categories, from facial skincare to bodycare. Beauty brands could tap into various modalities such as aromatherapy or alternative medicines for ingredients that promote emotional health.

Prismologie Citrine+ Gold Energising Meridian Balm, UK
Prismologie is known for its natural mood-enhancing body care range that harnesses the power of colours, gemstones, fragrances and scientifically researched actives. This balm includes citrine and bergamot to revitalise, gold and Chinese soapberry to energise, mint to refresh and plankton extract to rejuvenate.

sweatWELLth Lip Quench Electrolyte Balm SPF25, USA
sweatWELLth promotes an updated, kinder and more grounded approach to fitness, health and wellness. This balm is infused with electrolytes said to retain optimal hydration levels; is developed with patented Cool Technology formula for the time-released delivery of ingredients; and uses encapsulated electrolyte technology to combat electrolyte loss while exercising.

SEE

Brands can harness the #satisfying trend on social media, which is now attributed to millions of images and videos online. Adding visual and tactile elements to beauty innovations will give consumers a pleasurable feeling; satisfying factors will encourage consumers to post and share on social media.

Avajar Red LED Nourishing Cream, South Korea
This cream is said to provide intensive resilience care with hydration, and can be easily used anytime for three minutes a day. It retails with a multi-care applicator featuring iontophoresis to increase permeability of active ingredients by changing the electrical environment of skin.

Forencos pH5.5 Efficacy AC Toner Mist, South Korea
This DIY mist is said to soothe troubled, sensitive skin and provide hydration by maintaining the pH balance of skin. The fizzing tablet dissolves into water with carbonated bubbles, changing into a pH-balanced, antibacterial toner that protects skin from harmful external environments.

Visit Mintel at the highly anticipated, annual in-cosmetics Asia event taking place 30 October to 1 November 2018 at BITEC Bangkok, Thailand. This year, Mintel will explore the strategies in developing beauty in today’s world of emotions, as well as shine a spotlight on hydration in beauty.

WHAT CAN YOU EXPECT AT THE SHOW?

LIVE DEMOS AT THE INNOVATION ZONE

Join Mintel to see, touch and feel the latest and most innovative beauty products that are not only meeting the beauty needs of consumers, but are also enhancing their moods through all senses. Come as our analysts identify the opportunities in this unique space, and discover how you can develop your brand strategy through beauty emotions and language.

Dates and times of demos:
Tuesday, 30 October, 11am and 2pm
Wednesday, 31 October, 11am and 2pm
Thursday, 1 November, 11am and 2pm

AT THE MARKETING TRENDS & REGULATIONS THEATRE