Why consumers are prioritising local businesses and stress-reducing beauty routines in 2021

Beauty routines that help to combat stress, valued-added experiences, personalised digital touchpoints, and more consumers shopping locally and ethically are the trends set to impact the global beauty and personal care industry in 2021, predicts market analyst Mintel.

According to Mintel’s Global Beauty and Personal Care Trends for 2021 Report, the coronavirus pandemic has impacted beauty consumers buying habits, with more behavioural drivers towards wellbeing, value, technology and surroundings. 

These predictions are interesting, especially the “beauty eco-lution trend”, which says consumers will shop more locally for their beauty needs – new data recently revealed that beauty salons are among the top 10 local businesses being supported by UK consumers during the Covid-19 pandemic. 

 

Mintel’s four global beauty and personal care trends for 2021:

 

1. Beautiful mind

Brands have an opportunity to build normality in uncertain times through routines using products that protect, bring value and rebuild trusting relationships.

“Brands that successfully highlight the use of beauty routines as a way to combat stress and anxiety and bring normality during uncertain times will drive long-term value for consumers,” states Mintel’s report.  

“Broadcasting stringent safety guidelines will help instil confidence and attract new customers seeking assurance in their desire to reconnect with retail experiences.” 

The analyst also states that beauty manufacturers, brands and pros will need to educate consumers on the future of holistic wellness with self-care that touches on the mind-body-spirit connection.  

Find out more about this year’s biggest self-care and wellness trends. 

2. Beauty re(valued)

As spending comes under scrutiny, product functionality and purpose will drive usage. Value will be measured in quality, convenience and impact rather than currency.

In the report, the analyst says: “Brands wishing to encourage consumers to trade-up will need to redefine value beyond just cost – through the impact of purchase, as well as convenience with an emphasis on quality. 

“‘Flexitarian’ behaviour will become more extreme as shoppers trade up and down across categories. Those wishing to succeed will need to tune into what really resonates with consumer groups in order to reduce customer acquisition costs and increase lifetime value."

3. Channel changers

Robust ecommerce strategies will allow brands to win with a true omnichannel approach that pushes the boundaries, engages all the senses and offers new layers of digital experience, as the analyst explains. 

“Over the next 12 months, loyalty and lifetime customer value will be driven through multiple, sophisticated and personalised digital touchpoints that focus on capturing individual lifestyle needs. 

“Brands will need to develop strategies that drive commerce to own-brand sites that advocate authenticity, as well as challenge big marketplaces that have yet to provide clear supply chain transparency. 

“The professional sector should be elevated further to offer an enhanced beauty experience through the use of trained and trusted professionals creating a true omnichannel strategy.”

Watch our PB Upskills webinar on how to build an online shop for your salon or spa. 

4. Beauty eco-lution

As consumers emerge from Covid-19 confinement they will re-evaluate priorities with eco-ethical considerations driving more purchases, with more shopping local and with less of a focus on price. 

“The next evolution of ‘clean’ will be created by marrying ethics with safety to cater to the conscious and careful beauty consumer focused on avoiding undue risk inside and outside the box,” states the analyst.

“As consumers move into and out of big cities and small towns, the products and services they have access to will shift along with their priorities. In order to encourage repeat purchase, brands should invest in more diverse touchpoints that ensure optimal product discovery.”

Other reports support this trend, with many stating that the waste-free beauty movement will extend beyond packaging into product formulations this year. 

Why Mintel created the report:

Jane Henderson, global president, Mintel beauty and personal care, commented: “As experts in what consumers want and why, Mintel beauty and personal care is uniquely suited to predict the future of consumer behaviour. In fact, we’ve accurately predicted the consumer and market trends that have shaped the global beauty and personal care industry for more than a decade. 

“With more than 3,000 brands that have developed winning strategies based on our insights, timelines and recommendations, our reputation is well-earned and speaks for itself. And we continue to lead the conversation today.”

What do you make of Mintel’s 2021 beauty and personal care trend predictions? Tell us your thoughts below.