Clients spending more on high-end skincare post-pandemic

During the coronavirus lockdowns many clients were forced to take matters into their own hands when it came to skincare and despite salons now long being open again, skincare professionals are still seeing an uptick when it comes to clients investing in pro-grade skincare for salon results from home. 

According to market analyst Kline, who named consumer spending on higher-priced products as a key beauty trend for this year, 75% of physicians who participated in the survey indicated an increase in revenue for professional skincare products.

More than 80% also said they had seen an increase in patient spend per visit on professional skin care products. Traditional nail polishes were also a key seller, as consumers opted for premium-quality products that were easy to use and remove at home, found the report.

The report also examined the strong comeback of in-person professional aesthetic treatments. Kline forecasts that consumer spending on in-clinic aesthetic treatments, including botulinum toxin and fillers, will be up by nearly 25% in 2022. Body-focused procedures, such as cellulite treatments and CoolSculpting, are also expected to see strong gains this year.

Another key trend reported in the findings is an increased focus on self-care rituals and safe, clean ingredients, which Kline reports is leading the beauty industry’s pivot to wellness.

"Categories catering to self-care, such as multi-cultural hair care and personal cleansing, were on the rise and are expected to continue to see growth," states the report.

"Consumers favour products that are wellness-oriented, which is especially seen in the rise of soothing products, designed to repair damaged or irritated skin, and clean beauty claims."

What are the other key beauty trends for 2022?

1. Beauty retailers adapting to new consumer behaviour
Kline predicts that both in-store and online beauty shopping will come on leaps and bounds, with in-store revamping their offerings with a curated collection of products, and online stories embracing a variety of virtual selling tools to make internet shopping more akin to in-store offerings with digital try on services.

2. Beauty giants are finding power in sustainability transitions
"Sustainability is gaining momentum for 2030," says Kline. "The movement found its footing through small indie brands but now has expanded to key market players internationally. L’Oréal, Henkel, Unilever, LVMH, and Natura & Co joined forces to create a sustainability scoring system for their products and ensure that consumers will have clear, transparent, and comparable environmental impact information based on one science-based methodology."

3. Beauty brands are making strides towards social and environmental justice
From support systems for black-owned beauty brands, to a move towards products that promote the welfare of animals, Kline believes 2022 will see social justice become more prevalent in the beauty industry.

4. Growing expectations from professional hair care consumers and stylists
Kline say consumers expect more from their haircare now, demanding product diversity and hair products with skincare ingredients. "Multicultural and textured hair care products are fast growing categories, while self-care products that focus on healing and maintaining the hair are trending," Kilne says.

Read Kline's Beauty's Brightest Trends Report for 2022

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