2016 is almost here, and just like every other year some trends will stay and new ones will develop. To keep you abreast of what’s hot and what’s not, we asked Lucie Greene, Director of JWT Innovation, to offer beauty predictions for the coming year.
1. Mystic Beauty
Astrology is creeping into the beauty space as crystals, gemology and the language of magic is making a mark in the industry. For 2016, Greene believes more brands will have a celestial theme. “Magic, spiritualism and astrology are undergoing a renaissance as consumers shift away from mainstream religions,” says Greene. “New brands are repackaging the cues of mysticism and gems, connecting them to wellbeing products for a hip millennial audience.”
2. Beauty Foods
The lines between beauty and food continue to blur. New boutique brands are turning to ingredients that are usually eaten as superfoods, and using them to create beauty products and recipes—a trend that sits within the holistic way consumers now see wellbeing. “Consumers are recognizing the connection between what they eat and how they look,” says Greene. “Food trends continue to influence the beauty sector, from ingredients to terminology.”
3. Single Ingredients
Beauty brands are taking the concept of purity to extremes, using a single ingredient in many products. South Carolina label RMS Beauty’s “Un” Powder consists of 100% pure silica. “The organic cosmetic market will be valued at $66.1 billion by 2020, according to a 2015 report from research company Future Market Insights,” says Greene. “Consumers are choosing natural products over those that are chemically enhanced. Brands are going the extra step by stripping down to a single active and natural ingredient that will provide the same beauty benefits as a product containing multiple ingredients.”
In the London Fashion Week spring/summer 2015 shows, Preen and fast-fashion giant Topshop featured freckles applied by renowned make-up artist Val Garland. For Rag & Bone and Edun’s spring/summer 2016 fashion shows, make-up artists Gucci Westman and Charlotte Tilbury added freckles to models’ faces. “User-generated content, Tumblr and social media are empowering young consumers to celebrate their individualism,” says Greene.
5. Solid Beauty
A wave of solid beauty items and waterless products is appearing on the market. Solid products provide convenience, when traveling for example, and waterless products economize on water, too. “From haircare products and make-up to clothing care, consumers are increasingly moving away from water-based products,” says Greene. “This is partly for convenience—but consumers are also mindful of the environmental impact of excessive use of water.”
6. Small-Batch Beauty
Batch-made beauty products, formulated in small runs and with limited shelf life, are on the rise. The companies behind them are celebrating the variation between collections, tapping into consumer desire to move away “The beauty sector is echoing many consumers’ preference for food and drink that is fresh and natural, and produced on a small scale,” says Greene.