The Indian beauty industry is changing rapidly with innovation happening across different product categories. At Cosmoprof India 2018 roadshow, which took place in New Delhi, Mintel discussed global beauty and personal care trends, how they will play out in the Indian marketplace in the coming years, and how brands can get ahead of the competition.
Waterless haircare
As Mintel’s 2025 Global Beauty and Personal Care Trend ‘Water: The New Luxury’ explains, water is a dwindling resource that is set to become a precious commodity as consumption outstrips supply. People around the world will experience absolute water scarcity by 2025.
Water is driving innovation in the beauty and personal care market and the development of waterless products, or those that use less water, are seeing a rise in popularity, especially in the haircare segment. Mintel research suggests that one in five Indian adults aged 18-34 have used dry shampoos, and younger adults tend to be more experimental and open to newer formats.
Companies and brands in India can take cues from this, and look at developing new products which can help to save water.
Nunzio Saviano Dry Shampoo Blotting Sheets, USA
These blotting sheets from Nunzio Saviano are described as absorbent rice papers which are infused with a transparent powder that absorbs oil without leaving any residue while providing volume and lift.
Ikoo Infusions Thermal Treatment Wrap, UK
This treatment wrap contains essential lavender, cedar, basil oils, which claims to nourish, repair and detoxify hair. It claims to help maintain a healthy hair texture and regenerates damaged roots as well as revitalises the scalp.
Fun formats
There has recently been an upswing in brands across the beauty and personal care industry innovating with new formats as an opportunity to engage and interact with the younger generations.
Format innovations are essential to extend the category and cater to the on-the-go lifestyle needs of India’s emerging demographic segments.
For example, stick formats allow for efficient and more targeted cleansing. They can be applied strategically onto problem areas of the body, require very little water to rinse, and are less likely to strip the skin of microflora. On-the-go formats have a multitude of benefits for travel; these include products that come in all sizes, are spill-proof, and finally, support an active lifestyle.
This aligns with Mintel’s 2017 Global Beauty and Personal Care Trend ‘Active Beauty’ which recognises how consumers are seeking products that fit in with their active lifestyles. Sweat-proof makeup is an example which caters to this trend effectively.
Secret Key Lemon Sparkling Stick Cleanser, South Korea
The stick cleanser is described as a one-step cleanser for massage and cleansing and claims to have more than 60% of sunflower seed oil to help moisturise after cleansing. It contains vitamin-rich lemon and mineral-rich sparkling water for healthy skin.
Kracie Ichikami Hair Styling Stick, Japan
This hair styling stick is said to leave no sticky feeling or white residue and maintains a natural style while providing ease of application. It is also enriched with a variety of Japanese herbal extracts.
Blue light protection
In a recent Mintel blog post, we discussed how the harmful effect of blue light is a growing menace in this digital age. As consumers become aware of the potential damage from blue light, it will drive younger generations to purchase products that offer additional protection against blue light.
Mintel research reveals that more than half of Indian consumers own a smartphone due to the affordability of devices and data plans. This has resulted in high ownership of digital devices and younger consumers being exposed to blue light on a daily basis. The massive exposure is said to accelerate pigmentation and add more fine lines and wrinkles.
Brands have an opportunity to rewrite the traditional anti-ageing narrative and advocate a new set of pro-health skin solutions that are driven by blue light protection.
NIOD Survival O Network Defence System, Germany
This product is described as a vegan night-time cream with advanced technologies that help block environmental damage from oxygen radicals. It features carotenoid lutein which is isolated from non-GMO marigold flower to counteract adverse effects of blue light.
Labiotte Blue Safety Sun Gel SPF 50+ PA++++, South Korea
This sun gel is said to contain lotus flower and drumstick tree seed extract, as well as aqua ceria blended with platinum powder and cerium oxide. It is designed to protect against harmful UV rays and urban elements. It also features Blue Safety Technology that protects the skin against blue light-emitting gadgets such as smartphones.
