Seasonal themes proved the most popular type of beauty product launch last year, UK-based market research firm Mintel has found.
Mintel analysed data from the last three years and found that seasonal products accounted for 11.1% of all beauty and personal care launches in 2014, up from 9.8% in 2011. Seasonal facial skincare launches rose from 0.5% of global launches in 2009 to 1.2% in 2014.
The survey noted that rather than simply using the change of seasons as a reason to introduce new colours or scents, cosmetics manufacturers are increasingly introducing products that offer protection against the physical and emotional effects of specific weather conditions.
Vivienne Rudd, Director of Insight, Beauty and Personal Care at Mintel, commented, “Today, we have a number of generic seasonal skincare and haircare launches, but in the future we expect a new generation of products targeting specific skin and hair issues. These product introductions have the opportunity to address concerns that have arisen due to climatic conditions and seasonal stresses, varying their textures, building up seasonal ingredient profiles and selecting appropriate fragrance blends.”
Yet Mintel found that seasonality was considered more important across different countries. Four in five (80%) German consumers claim their facial skin needs change throughout the year and almost half (48%) of Chinese female facial skincare users choose products from different brands in different seasons.
Furthermore, there is also strong demand for hair care launches that tap into the seasonality trend, with three in 10 (30%) Brazilian hair care consumers claiming they would pay more for products to protect their hair from sun damage.
The seasonality trend also looks set to shape the future of the personal care market. Currently, nearly half (48%) of US suncare users express interest in gradual tanning body washes and 44% of US women who use soap, bath and shower products look for extra moisturizers in the winter months. Furthermore, 81% of US men using soap, bath and shower products would be interested in adding deodorizing properties and 59% would be interested in bodywash and soap with SPF.
“As well as appealing to changes in consumer cosmetic needs, there is also scope for products that appeal to the altered emotional needs of consumers as the seasons change. Conditions such as Seasonal Affective Disorder and the Winter Blues are now widely understood by consumers and the time is ripe for innovations that appeal to these ailments as well as products that appeal to people’s optimism during the warm weather,” Rudd added.
Indeed, over a third (36%) of UK consumers said they felt less positive during the long, cold winter of 2012/2013 and 23% said the return of warm weather would prompt them to treat themselves to a new look.
In particular, Mintel’s research shows that this could hold real potential for fragrance manufacturers. Today, two-thirds (67%) of US fragrance users would be interested in scents that influence their mood or relieve stress and almost a quarter (23%) would pay more for them.
