Mintel predicts active beauty as key trend for 2017

Beauty brands will focus on developing products for active consumers in 2017, says Mintel. As health and fitness become increasingly aligned with beauty in the wellness sphere brands will narrow in on “active beauty” as a key trend.

In its Global Beauty and Personal Care Trends 2017 report, analyst Mintel predicted we’ll see more products claiming benefits relating to protecting the skin and hair from pollution and ultraviolet and infrared light.

Brands will experiment with temperature and water-activated products and rubberised packaging to find ways to meet the needs of active consumers. Plus, DNA analysis will be explored as a way of delivering personalised synced beauty, fitness and wellness regimes.

“Looking ahead, we will see more brands driving the ‘active beauty’ trend by launching a number of new and innovative products that not only prepare and support consumers before and during physical and mental activity, but aid in the recovery process as well,” commented Vivienne Rudd, director of global insights for beauty and personal care at Mintel.