Five Consumer Trends Inspire Brand Innovation

Shifting priorities, new grooming habits and online shopping behavior are changing the way people buy and use personal care, beauty and cosmetic brands. Understanding five consumer behaviors can inspire brands to innovate and grow.

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Perceived Notions about Beauty are Changing

Men and women of all ages, ethnicities, and abilities buy cosmetics and grooming brands. However, most consumers believe the beauty industry places too much emphasis on perfection and stereotypes. People feel represented when products address their actual needs and brands celebrate their individuality.

Sources: Alibaba Industry Report, Vogue, Mintel 

People Care More About the Impact of Their Purchases

People are more conscious about what they put in and on their bodies, and care more about the environmental impact of their purchases. More consumers are searching for products made with healthier ingredients, and are willing to pay more for eco-friendly packaging.

Sources: EY Future Consumer Index

Younger Consumers are Buying CBD-infused Skin and Hair Products

Our Generations 2020 study found over half of younger consumers have purchased CBD-infused products from a grocery store, health food store or drugstore. They also are more interested in trying skin and hair care products than any other generation.

Source: Insights In Marketing Generations 2020 Study

Grooming Habits May Continue to Change

Many consumers tried do-it-yourself personal care and beauty products during the pandemic and discovered they like the convenience, affordability and time savings of treatments at home. Five personalized products are trending:

  1. Nail Care
  2. Hair Color
  3. Hair Removal
  4. Scalp Care
  5. Facial Care

Sources: EY Future Consumer Index, Alibaba Industry Report

Convenience and Efficiency Inspire Brand Loyalty

More than 90% of consumers expect to receive online purchases within one week, over 65% of online shoppers expect free shipping for all purchases, and most consumers say they are more likely to make a repeat purchase online if they experience great customer service.

Sources: EY Future Consumer Index, Jungle Scout Consumer Trends Report

How Strategic Research Partners Inspire Brand Innovation and Growth

People’s lifestyles and values normally shift incrementally over a number of years, but the pandemic and social climate have significantly accelerated changes in consumer values and behavior.  Quantitative,  Qualitative, and Quick-Turn market research explain what people really care about, and provide consumer insights and facts to support strategic decisions and brand innovation.

Benchmarking and Competitor Analysis provides real-time and historic data to optimize strategies, products, packaging and marketing communications plans. 

Consumer Attitude and Usage Studies (A&U) explain how, when and where people use products; define the perceptions and attitudes that motivate consumers to buy (or not buy) a product. 

Packaging Research uses a variety of different consumer surveys and statistical techniques to optimize package design, structure, and shelf placement to appeal to the right people. 

Segmentation & Message Testing provide actionable consumer insights to create meaningful connections between brands and the right target audiences. 

Looking for Consumer Insights to Innovate and Grow?

Insights In Marketing consultants are strategic partners who deliver in-depth consumer research and actionable marketing insights to inspire innovation and growth. Our team has decades of client and supplier side research experience, and our marketing expertise spans across various industries and consumer segments, including cosmetic and beauty industry research and analysis.

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Looking for consumer insights to innovate and grow?

Insights In Marketing consultants are strategic partners who deliver in-depth consumer research and actionable marketing insights to inspire innovation and growth.  Our team has decades of client and supplier side research experience, and our marketing expertise spans across various industries and consumer segments.

Do you have a question or you’d like to see featured in an upcoming blog? We would love to hear from you! Please send questions and suggestions for blog topics to info@iimchicago.com.

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