Hotspots brings you the Mintel Trends team’s top observations on product and service launches from around the world. From an anti-oil stone for your skin to a Coca-Cola bottle that connects to your Bluetooth device, find out the most innovative global initiatives happening this month.
Anti-oil rock – Brazil
O Boticário’s Make B. brand has launched an anti-oil stone that works as if by magic: it removes all the shine from the skin in just a few seconds, but leaves all makeup intact. The item was a hit on TikTok, with videos demonstrating that, after using the product, the user’s makeup looks as if it has been reapplied from scratch. Despite its efficiency, the product is small and can fit inside any bag. It is also reusable and super-easy to clean.
Beauty company O Boticário launched a program this year aimed at valuing the creative potential of nano and micro creators throughout Brazil. With a focus on TikTok, the brand is now developing products that strengthen its relationship with digital influencers.
Among the most popular communities on the video-sharing platform, the skincare and makeup communities on TikTok are the place to go for the newest trending products in beauty. Sharing content in this type of community can allow beauty brands to go viral, as influencers and viewers try new products and methods to build their identities. In the social space, brands will be highlighting how a product either adds a new step to existing beauty rituals or has a completely new format or feature that can make consumers curious. They will also promote short videos to discuss the science behind the product’s formulas and roles of each ingredient – Gen Z wants to be experts in their interests.
Beatriz Monteiro – Senior Analyst, Mintel Trend, Europe
Gaming for Re-cognition – US
Researchers from the University of Vermont have released their findings from a study that looked at the connection between video games and brain cognition in adolescents. While the study’s researchers cannot definitively conclude the exact cause of this improved brain function, their data shows that gamers perform better on tests that measure attention, impulse control and memory than their peers who do not regularly play video games.
Video games are now gaining legitimacy as a way for young consumers to socialize and learn. With platforms such as Minecraft taking on an educational function, gaming is proving its worth to parents and adults. As digital natives, young consumers see these virtual spaces as an extension of the real world where they can stretch their creativity and learn more about themselves and others. This new study supports the idea that games can be used to boost one’s cognition in an enjoyable format.
At a time when the pandemic has disrupted students’ learning, catching up to meet learning standards has proven to be a burden on parents and teachers. Since most young consumers are already familiar with how to use the internet and technology for entertainment, this familiarity points to a future where digital resources play a more important role in their lives. Gaming platforms can be a place where consumers learn and develop skills that can be brought to the real world, replacing or supplementing traditional schooling. This can include more academic subjects such as math and science, but can also extend to personal growth and development.
Kimberly Hernandez – Associate Analyst, Mintel Trends, North America
Reusable Options Are a Must – Europe
New EU legislation coming into force in 2024 will require foodservice companies that service more than 150 customers a day, to offer customers the option of using reusable food and drink containers. Consumers must be informed about reusable options at the point of sale, as well as the environmental impact of disposable containers and the benefits of reduced consumption.
Plastic use is becoming increasingly regulated as governments respond to consumers’ growing concerns about the environment. We have seen many brands take independent action to move away from plastics, particularly single-use plastics, to continue to appeal to eco-conscious consumers. However, new regulations are pushing entire industries to adopt new practices. Reusable packaging schemes in foodservice exist, but currently remain niche or still in pilot phases. These schemes may present some inconveniences to consumers, but interest in eco-friendly options persists. The optional nature of the EU regulation on consumers’ side may make the adoption process smoother, as they won’t feel they are being forced into it.
As countries set their own environmental targets following international agreements, we will see further regulation prompting businesses towards sustainable practices, such as reducing waste, energy and plastic use. Reusable options will continue to expand, in both retail and foodservice, from niche to mainstream, as optional schemes normalise circular behaviour among consumers.
Daniel Takacs– Associate Analyst, Mintel Trends, Europe
A Diwali of Togetherness – India
Coca-Cola rolled out an innovative “Locked Coke” gifting campaign during the festival of Diwali, an occasion when people generally exchange gifts with loved ones. The limited edition gift packs are designed with a Bluetooth-enabled lock mechanism that can only be opened when the sender’s mobile Bluetooth is in proximity. Consumers can only order this pack on the website by entering the recipient’s address and a custom message. This concept was in tune with Coke’s recent #MilkeHiManegiDiwali campaign, which translates to ‘We will celebrate Diwali together’.
The launch stands at the forefront of product innovations in the packaging industry, with technology being integrated into a soft drink bottle. With a simple Bluetooth-pairing model, Coca-Cola has aimed to reinforce its message of togetherness which it has voiced several times before, such as in its ‘Share a Coke’ campaign. The first-of-its-kind bottle acted as a symbolic reminder to meet your loved ones in-person and share the joy of Diwali, especially as more and more people move into nuclear families. This also becomes important in view of a rising sense of social isolation and fewer social occasions in the post-COVID era.
Brands that adopt personalisation and technical innovations are likely to retain consumers and gather loyalty. Brands will also do well to help consumers in their forms of celebrations and self-expression while furthering emotional cues that they can relate to. As people are more and more pulled into their daily routines and modern hectic lifestyles, brands that help them take a break, enjoy the moment and connect with loved ones will strike deep. Such brands will also do well to blend technology-led innovations with emotionally inclined purposes.
Elysha Young – Analyst, Mintel Trends, Asia Pacific
If you would like to learn more, check out other hotspots our analysts have identified in markets around the globe recently: August |September | October
