Dynamic technological development coupled with the ever-growing speed of life have forced creative departments to look ahead while drawing up their marketing plans. The ability to make long-term projections of trends and customer needs is becoming a must-have skill. Forecasting involves drawing conclusions based on observations and hard data. The likely directions the cosmetic industry will take in the upcoming three years are:
Going beyond age
It’s time to abandon the idea of combining cosmetology with aesthetic medicine and anti-ageing products. Future-generation cosmetics will be multi-purpose, though not universal. Their formulas must be diversified and tailored to the specific needs of skin. The more variants you offer, the bigger your chances that the product will meet customer expectations.
Aiming at personalisation and perfect match
The development of biotechnology fosters a combination of health care with care for customer’s well-being. The use of DNA analysis, a method which so far has been associated mainly with medicine, opens unlimited opportunities to perfectly match skin care ingredients and to develop products ensuring long-term prophylactic treatment. This makes it possible to give customers exactly what their body and skin need. Individualised branding will become equally important. Packages intended for the cosmetic industry must be truly unique, even if they contain nothing more than a cream.
Steering away from stereotypes
Nothing may be taken for granted in the cosmetic industry. Products are expected to be both astounding and inspiring. The more unusual the form or application techniques are, the bigger your chances of attracting customers. Modern decoration methods, such as metallisation or hot-stamping, will come in handy – every package producer should know that. Novel solutions and unprecedented combinations will be most likely in demand with serums, mousses and foams being the most purchased products. Marketing activities must move beyond stereotypical frames. Contemporary customers expect of the brand to let them express themselves and feel appreciated, while also transforming their cons into pros.
Taking an eco-friendly approach
Nature is the word which will make waves in the cosmetic industry. “Green” products, i.e. natural ingredients and colorants, will prevail in sales. Good times are coming for manufacturers and companies offering cosmetic packages made of recycled materials and for enterprises sending clear messages and using understandable labels. Nutricosmetics should not only be eco-friendly but also prevent customers from creating pollution and waste. Investments in anti-pollution measures are thus worth making.
Marketing 2.0
In the age of digitalisation, round-the-clock contact with customers is a must as it lets them find their own place within the brand’s domain. New technologies, on-line consultations or experience shared by assistants in retail stores may help meet the growing expectations. The more energy you put into education, and the more attention you pay to inner beauty, the higher your profits.
Cosmetic companies must realise that customers expect them to follow conscious policies. They want their habits and needs to be adequately considered. It is thus essential to carefully monitor the emerging trends and plan corporate activities well in advance (even a couple of years).
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