2010 beauty will not only make you look good but feel good too
Monday 28 December 2009
According to research firm Mintel, 'mood beauty' -- products that come with psychological benefits by interacting with the body's neurotransmitters -- will be one of the key trends for 2010 among other industry innovations.
According to research firm Mintel, 'mood beauty' - products that come with psychological benefits by interacting with the body's neurotransmitters - will be one of the key trends for 2010 among other industry innovations.
"While 2009 brought its challenges for the industry, beauty brands and suppliers have continued to seek creative new ways to merge science, nature and sustainability for better results and more eco-friendly formulas and packaging," said Nica Lewis, director of Mintel Beauty Innovation.
"In 2010, we will see more consolidation in the beauty industry and the evolution of old trends, as well as new ones, as consumer confidence returns."
The prediction is backed by beauty buyer Wendy Liebmann, who inaugurated this year's WWD Beauty Biz Awards. While warning that 80 percent of women say they would still only buy beauty products that they really need next year, she also said that the crisis had brought about a broad range of innovations and seemed to be nearing its end.
One of these innovations, according to Mintel, will have manufacturers make use of active mood enhancers as ingredients for their products, while "the idea of beauty sleep will take on new meaning, as cosmetics claiming to induce positive moods or improve sleep quality inject new life into night care products."
Other beauty trends for 2010 cited by Mintel include 'Nu Natural,' an advance from the organic hype ("claims like "free from" and "sustainable" [will] appear in products that simultaneously contain synthetic actives like peptides, hyaluronic acid, ceramides or collagen"), 'Pro-Tech't,'a focus on protection ("growth in immune-boosting and skin-defending claims, as well as new products that contain ingredients from extreme environments such as the Arctic, Alpine or Desert"), and 'Turbo Beauty 4G,' an emphasis on DIY pharmaceutical kits ("expect more quasi-medical results and "mix-it-yourself" solutions").
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