Vivienne Rudd
Vivienne is the Director of Innovation & Insight for Mintel's BPC team, creating and delivering trend presentations and focused insights to clients around the world.

Turbo Beauty

In 2010 Mintel described the evolution of the high tech trend in prestige beauty as Turbo Beauty 4G. This next generation of anti-ageing innovation capitalised on advances in biochemistry, stem cell research and transplant surgery. We anticipated more products would offer quasi-medical results and “mix-it-yourself” solutions – such as at-home kits, cures and gadgets.

Throughout 2010 we saw a number of launches of at-home anti-ageing beauty devices in the US and Europe based on LED light and sonic wave technology, usually found in doctors’ offices. Harrods underlined this trend, opening a dedicated retail space for beauty gadgets. In Asia and Europe the mix-before-use format was prevalent in prestige beauty, with kits that allowed the consumer to be a cosmetic chemist. We also watched as apple stem cell extract, a hot new anti-ageing ingredient, moved quickly from super luxe through prestige to mass market skincare.

For 2011 we predicted this trend would develop into Bionik, with greater visibility of special applicators, growth factors and gene therapy advances. Much of this technology is expensive so it is limited to prestige-priced beauty. However, Procter & Gamble recently announced a collaboration with the Institute for Systems Biology to study the genomics of skin ageing, so this technology will be shared by its prestige and masstige brands.

Looking ahead to 2012 we expect even stronger emphasis on “omics” and nanotechnology, and the advent of new plant stem cell extracts and peptides. In terms of packaging, the next generation of beauty products will incorporate microchips, interactive video and touchscreen technology.