In 2009, the beauty industry will undergo its own cleansing regime, as Mintel Beauty Innovation predicts a year of consolidation. The 21st century has been marked by the introduction of many new beauty companies, all claiming to make us look younger, thinner and more attractive in their own unique way. But the tougher economic climate will mean that only the strongest brands, which can really prove their worth, will earn their place in our beauty cabinets. “2009 will be all about survival of the fittest in the beauty industry. Consumers are going to demand real value for money as well as visible results, and they will stick to the select number of brands they can truly trust,” comments Nica Lewis, Head Consultant of Mintel Beauty Innovation.

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