Time to get active by exercising body & brain

‘Active Beauty' is a key trend set to impact the global beauty and personal care industry in 2017, according to Mintel.

Consumers are being encouraged to exercise their bodies and brains, and beauty brands will formulate products to help them in their quest for health and fitness, suggest the research authority.

Jane Henderson, Global President, Beauty and Personal Care Division at Mintel, says:

“Health and wellness is increasingly talked about as an integral part of daily life from a physical and an emotional standpoint. Now, companies and brands are perfectly positioned to better align themselves with this interest by innovating beauty and personal care products designed to meet the unique needs of active consumers.

“Our team of global beauty and personal care analysts have collaborated to gain a comprehensive perspective on the momentum and forecast of the beauty industry in 2017, with the ‘Active Beauty' trend providing the expert analysis and insight needed to give beauty brands a competitive edge.”

Product benefits claims, protection claims and ergonomic packaging will all take centre stage for brands looking to capitalise on the ‘Active Beauty' trend. In 2017 and beyond, expect to see products that shield the hair and skin from exposure to pollution, ultraviolet (UV) and infrared (IR) light, make-up and gym bags filled with rubberised packaging that stays pristine and exercise clothing that sends skin temperature and hydration levels to apps with instructions about which products to release into the skin.

Vivienne Rudd, Director of Global Insights, Beauty and Personal Care at Mintel, adds:

“Looking ahead, we will see more brands driving the ‘Active Beauty' trend by launching a number of new and innovative products that not only prepare and support consumers before and during physical and mental activity, but aid in the recovery process as well. Expect to see beauty brands play with temperature and water-activated products, partner with DNA analysis to provide personalised beauty regimes and team up with retailers on athletic apparel with time-release product features.”