Season-specific beauty launches on the rise

Seasonality is the latest key trend in beauty, according to analysts at Mintel, with beauty brands launching products to target the effects of specific weather conditions.

Alongside seasonal colour collections, new launches in skincare to reflect the season have grown in recent years. According to Mintel’s research, 11.1% of all beauty launches in 2014 were seasonal products, up from 9.8% in 2011.

Global president for Mintel’s Beauty and Personal Care Division, Jane Henderson, said, “Our research shows that consumers are becoming increasingly aware of – and concerned about – how changes in the environment are affecting the condition of their skin. Already, beauty manufacturers have started to go beyond taking simple seasonal approaches geared to public holidays or gifting occasions and instead are taking on the elements within their product innovation.”

Claims of seasonal beauty products include targeting extreme dryness for winter products, or protection against sun damage or humidity for summer products. “By creating these seasonal options, brands have a chance of building year-round loyalty,” commented Vivienne Rudd, director of insight at Mintel’s Beauty and Personal Care division.

Rudd commented that there is also scope for manufacturers to develop products that appeal to consumers’ emotional needs during different seasons. “Conditions such as seasonal affective disorder are now widely understood by consumers and the time is ripe for innovations that appeal to these ailments as well as products that appeal to people’s optimism during the warm weather,” she said.