Future of Beauty Report: DIY spas, authentic ageing and skinimalism

We reveal the beauty trends born in the pandemic that are now here to stay. Our team of experts predict what the future of beauty will look like in post-pandemic beauty trend report

· At home self-care treatments will remain a part of our lives, despite salons re-opening

· ‘Skinimalism’ will reign supreme in skincare routines, with only 10% of women now using more than five daily skincare products 

· More than two thirds (64%) of the public more likely to listen to scientific advice - and they now turn to products with trusted scientific formulas 

· The era of anti-ageing has come to an end, with 2 in 5 55+ aged women not considering wrinkles and fine lines as one of their skin insecurities anymore 

· 44% of women say they find it difficult to find a colour match when buying make-up or cosmetics 

· 41% of women lost confidence due to lockdown restrictions but vibrant hues in make-up will make a comeback

In this report we explore how the beauty landscape has shifted, and how future product innovations need to address new consumer priorities following the pandemic. In the report, our team of experts and scientists delve into the beauty trends that have emerged from the pandemic, along with deep dives into the data supporting them – and they identify six key trends that they expect will remain in post-pandemic world:

1. At home sensory treatments are here to stay

We saw a visible rise in at-home treatment products such as massage products, cleansers and bath additives in 2020, as a result of the social restrictions depriving us of so many sensory experiences we previously took for granted.

With salons re-opening world over, a short-term spike and ‘revenge spend’ is expected in professional treatments. But with the increase of consumer know-how, the quality of home products and with digital experimenting made easier, infusing luxury into our everyday routine is here to stay.

2. Skinimalism’ to reign supreme

According to our’s report, only 10% of women now use more than five daily skincare products, with 64% of women using no more than three. Complicated skincare sequences using multiple, single-function products have been prevalent for the last decade, but a longer-term trend is on the horizon. Rather than a complex, time-consuming – not to mention costly - regime of applying a series of products, there is a return to the use of fewer, but multi-functional, products.

As job insecurity became a reality for so many, so did frugality. While the time that women invest in taking care of their skin may remain high, their spending on multiple, single-benefit products is a luxury that savvy beauty shoppers may no longer want to prioritise.

3. Science is our saviour

With the future of the world’s health under continuing threat from Covid, the development and deployment of an effective vaccine has seen scientists emerge as the greatest heroes. The trust in scientists and researchers has risen, with 64% of the public now more likely to listen to their expert advice.

Having seen how science delivers, and the rediscovered respect for it, we expect a boom in skincare products that demonstrate evidence-based effectiveness with science at their core. Women today are conscious of only using products that are needed, with each detail and ingredient carefully considered and weighed against the results they’re looking for.

4. The end of anti-ageing

According to our research, 2 in 5 55+ aged women don’t consider wrinkles and fine lines as one of their biggest skin insecurities anymore. In many cases the pandemic has highlighted the fragility of life and attitudes to ageing have shifted considerably. People are appreciating now more than ever that ageing is a gift, and attitudes to ageing as a beauty concern have changed accordingly.

Anthony Gonzalez, Director of Global Skincare & Trend Innovation, says: “The end result for skincare and beauty is that the story is not about simply anti- or pro-ageing, but about authentic ageing. Women understand their skin and want to give it what it needs to be healthy, strong and radiant, whatever their stage of life, and savvy manufacturers will appeal to the specific concerns of women regardless of age.”

5. Beauty shopping goes digital

Digital transformation is not a new concept for the beauty industry, but it has now become a priority, according to the report. With 44% of women saying they find it difficult to find a colour match when buying make-up or cosmetics app-based colour match, hair match, and foundation match services are on the rise, and both niche and mass-market brands recognise the dividends in brand loyalty this brings.

The playful nature of colour cosmetics and fragrance lends itself particularly well to product exploration. While the closure of stores during various lockdowns made this impossible in person, the industry has recreated this experience in a digital environment, and it seems that consumers are just as enthusiastic about experimenting and playing online as they are in person, with digital foundation-matching in particular being one to watch.

6. Vibrant colour makes its comeback

Pre- and mid-pandemic a polarisation in make-up trends had been evident. With mask wearing the norm worldwide, we saw lipstick sales drop significantly in 2020, with 67% of women saying the pandemic allowed them to embrace a more natural look.

However, our report provides a counterpoint too; an anticipation of the return of joy and fun in cosmetics, with the much-discussed ‘roaring 20s’ effect. The research surveying women around the world during the height of the pandemic suggests that 41% of women lost confidence as a result of lockdown restrictions. So, while health needs will remain paramount, and some hesitancy to remove the mask will remain, it is inevitable that women will enjoy make-up again as ‘normal life’ starts to come back and a gradual return of vibrant colours should be expected, as well as a focus on lightness, happiness and joy.

Angela Cretu, CEO, Avon, said: “ We believe in the power that beauty can have on our wellbeing and our sense of selves, and the pandemic has shown that, despite all changes, beauty has an even more important role to play. Our team of 200 scientists and innovation experts work hard to keep pace with the dynamic nature of this industry and the needs of our customers. Be that mask friendly non-transferrable lipsticks and foundations, or the joy of a beautiful and luxurious moisturising ritual that was started during the height of the pandemic. The important point here is that we make sure that all this innovation is affordable and easily accessible so women across the world can truly benefit from it.”

See the report here Future Of Beauty Report