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Innovation Trends
in the Consumer Behaviour
Focus in Beauty & Fashion Services
Sonia D’Arcangelo
Innovation Observatory Office
Research and Acceleration of Innovation Department
FOR INTERNAL AND EXTERNAL USE
NO DEMOGRAPH
CONSUMERISM
It’s the death of demographic
segmentation (no more age,
gender, income, family status
and more) to predict consumer
behavior
People of all ages are shaking off
demographic ‘conventions’ and
constructing lifestyles and
identities more freely than ever
before.
New attitudes, new
expectations and new freedom
are coming up.
CONSUMER TRENDSBenetton has focused in the last campaign on the real emotions,
direct sensations, engaging experiences, values individual human aspect consumerism
Source: https://it.benetton.com/clothes-for-humans/
NO DEMOGRAPH
CONSUMERISM
Source: Trendwatching
In No demograph consumerism
other themes like:
Globalitation consumerism
Family 2.0: new model family
status
A genderism: a liquidity of
smooth nuances in gender
New consumers immersed in
politics that look to brands to
stand up for certain values.
CONSUMER TRENDS
The internet has exposed many consumers to
progressive (even new) ideas around personal identity
and helped fostered more liberal, accepting societies.
Gender neutral beauty:
longstanding debate about beauty
and feminism.
Rather than framing their work as a
way to conceal perceived flaws, men
are using their faces as a canvas for
creative expression, and reminding
consumers of the transformative
power of beauty products in a
fresh way.
The change is leading to a shift in
beauty branding and packaging as
it becomes less overtly feminine
NO DEMOGRAPH
CONSUMERISM
Source: James Charles is a high school senior and an internet-famousmakeup artist. By NEETI UPADHYE on Publish Date October 12, 2016. Photo by Covergirl.
CoverGirl’s decision in October 2016 to have a “Cover
Boy” in its advertisements for the first time—the teenage Instagram star James Charles.
CONSUMER TRENDS
Healthy living is becoming a status
symbol, as more consumers opt to
flaunt their passion for wellness
through paying for boutique fitness
sessions, “athleisure” clothing, food
with health-giving properties and
upscale health and wellness holidays.
Consumers have many tools to
promote ultimate wellbeing in every
area of their lives, from mindfulness
apps and mood sensors, to
personalised nutrition and fitness
wearables also to monitor
happiness.
WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDS
Fewer than 3% of Americans meet the basic criteria for a
healthy lifestyle, which includes
regular exercise and not
smoking (Mayo Clinic, March
2016). And as health becomes a
serious concern, they’re looking
to brands to help them
overcome inertia (or laziness)
and make better, healthier
choices.
New sites proliferate speaking
about meditation, state of
mind and sports.
Source: Fashionbi, Omstars
WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDS
Wearable devices now offer to
track mental wellbeing as well as
physical body information and
fitness data.
Although technology has
revolutionized many industries, the
beauty business has been
relatively immune to its effects.
But that’s about to change, thanks
to a wave of innovative connected
products that promise to deliver
unparalleled personalization, among
other benefits.
Source: Internet
Research firm Gartner predicts almost 21Billion devices
will be connected to the Internet of Things by 2020. WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDS
By tracking a user’s Skin
conditions, connected beauty
devices provide the ultimate
personalized experience. And
companies are just beginning to
scratch the surface.
Mintel suggests that future
implementations could include
conductive makeup with
sensors or cameras,
antiperspirants that report on
sweat levels and composition,
and hair grips that measure hair
hydration.
Source: Mintel
WELLNESS AND
MINDFULNESS LIFE
CONSUMER TRENDS
Rising numbers of consumers
are increasingly aware of the
negative impacts their consumption
has on the planet, society or
themselves.
Consumers struggle to reconcile
their consumerist impulses with
their desire to feel ‘good’.
That’s why the only truly
sustainable, long-term competitive
advantage will be businesses that
lessen – or eradicate entirely –
those negative impacts whilst
allowing continued indulgence.
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Brands that deliver solutions that benefit people, planet
and society will unlock truly sustainable profits. We are
entered the Experience Economy
CONSUMER TRENDS
Sustainability and Circular
paradigma in the beauty
industry has become a hot
topic due to a rise in
environmental awareness, new
global standards, its profitability
and consumer demand.
Cosmetic brands, retailers,
suppliers, spas and salons are
starting to realize that
incorporating sustainability into
their overall business strategy is
the right thing to do.
Fonte: http://ecobrow.com/
CONSUMER TRENDS
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Especially Millennials are constantly looking for
sustainable experiences with emphasis on the
naturalness and food origin.
Beauty brands seek to make skincare more Sustainable.
The online publication Cosmetics Design presented a “best ingredient made from recycled
materials” award in September 2016 with nominees including Alban Muller for Borealine
Expert, an anti-aging ingredient made from the bark of red maple trees; Lipotec for Actiguard,
a skin soother extracted from sorghum bran; and Active Concepts for AMTicide, a preservative
made from fermented coconut oil.
CONSUMER TRENDS
CIRCULAR and
SUSTAINABLE
CONSUMERISM
With new technologies and
access to global cultures there’s
more to learn than ever
before. And in a time-poor
economy skills are a source of
status too.
The smartphone revolution
democratized the learning
process and put MOOCS,
lectures and tutors at
consumer’s disposal following
the trend I want what I want
where I want.
TRAINING/ CONTENT
REVOLUTION
Source: Trendwatching
CONSUMER TRENDS
Millennials are leading the “cord
cutting” movement and
changing the way we consume
media.
Ubiquitous high-speed
broadband, a vast library of
premium content, competitive
pricing, and an ability to watch
on multiple devices have
accelerated the adoption of over-
the-top (“OTT”) services such as
Hulu, Netflix, Amazon and Sky
that allow users to stream videos
and content over the internet.Source: Internet
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
Fueled by a new liquidity of
social connection and the
new mindsets that this has
engendered – consumers will
embrace innovative new
ways to connect with
mentors.
That means professionals
and peers who have the
knowledge, skills, and
experience they thirst after.
Source: Trendwatching
Learning new skills can be time consuming, so companies
must maximize consumers’ downtime and seamlessly
embed learning into their lives. It’s the Snack Culture!
Instant Skills consumers want new skills, but they don’t
always want the hassle that goes along with learning them
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
Shoppers are increasingly seeing
retail spaces not only as places to
buy new things, but as classrooms
where they can learn new skills
and build social networks.
Stores will become hubs, offering
complementary services and
experiences that go well beyond
products.
About a third of UK shoppers (35%)
are interested in attending a lifestyle
lesson or club at their favourite
store.
Source: Internet
TRAINING/ CONTENT
REVOLUTION
CONSUMER TRENDS
It’s an age of human empowerment.
It’s designing technology and
services about us that conforms itself
to people.
We aren’t just incorporating
technology into our lives; as it
becomes exponentially more
sophisticated, we are embedding
humanity into the technology itself.
Consumers look to AI to serve
basic human needs.
AI / ROBOT WAVING
Unique users of digital virtual assistants are set to rise
from 390 million in 2015 to 1.8 billion worldwide by 2021 (Tractica, August 2016).
CONSUMER TRENDS
From autonomous driving
vehicles that use computer
vision to artificial neural
networks, AI is making every
interface both simple and
smart – and setting a high bar
for how future interactions will
work.
Consumers adopt intelligent
services that make their lives
easier, faster and more fun!!
Source: Internet
AI / ROBOT WAVING
CONSUMER TRENDS
In 2017, consumers are impatient.
The digital world has schooled more
of them into becoming so-called
“IWWIWWIWI” — “I want what I
want when I want it” —
consumers, impulsive and in pursuit
of immediate gratification.
They want services yesterday and
real-time virtual dialogue with their
brands.
With constant mobile
connectivity, consumers can (and
do) connect with friends and
strangers at almost any moment.
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDS
39% of Millennials say they
interact more with their
smartphone than they do with
their significant others, parents,
friends, children or co-workers
(Bank of America 2016).
Smartphones are highly
influencing the omnichannel
experience. 53% of the
shoppers confirm to Mintel that
convenience and instancy are
the two major factors they
consider before making a
purchase
Source: Mintel
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDS
Omnichannel is synonym of
“instant shopping”.
It is nothing but a
phenomena where the
approach is customer-
centric, making a company’s
products or services easily
identifiable and readily
available on any platform
and in any way the
customer prefers to shop.
Source: Internet
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDS
The 'See Now, Buy Now'
Fashion Trend is the application
of Fast shopping in the Beauty/
Fashion Industry.
Burberry and Tom Ford, along
with a handful of smaller labels
like Rebecca Minkoff and
Vetements, have recently
announced that they're forsaking
the traditional fashion calendar
and showing collections that will
be immediately available for
purchase.
Source: Internet
FAST SHOPPING/
OMNICHANNEL
MARKETING
CONSUMER TRENDS
HYPER
PERSONALIZATION
A widespread need for
extreme customization is
leading new consumption
attitudes.
The Hyper-Personalization
trend refers to the flourishing
of products and services
that can be fully
personalized by the user in
terms of features, options,
colors and design while the
final setup or production takes
place elsewhere.
Source: Trendwatching
More accessible brands also entered the
customization trend and provide the unique
possibility to create «MY PRODUCT»
CONSUMER TRENDS
Customized shopping doesn't
always mean the special edition
of the product, it also about the
experience and the
behaviour.
Millennials are more likely than
Baby Boomers to look for
advice on in-store purchases.
45% like the idea of a
personal shopper who can
pull items according to the
customer’s style, fit or
wardrobe, versus 28% of Baby
Boomers. Source: Fashionbi
HYPER
PERSONALIZATION
CONSUMER TRENDS
Also “proximity-aware” tech in the
form of beacon signals from nearby
shops to consumer phones is also
being boosted as the messages
become more personalised through
greater knowledge about shopper
preferences.
Many subscription services are
positioning themselves as curators,
selecting the new-release, “greener”
or best value products they feel will
best please their clients.
Source: Fashionbi
HYPER
PERSONALIZATION
CONSUMER TRENDS
SKIN LABO
Online natural
ingredients. Products
allergen-free,
paraben-free and
gluten free.
FAST SHOPPING/
OMNICHANNEL
MARKETING
WELL PEOPLE
Sustainable,
conscientious and
particularly stylish
package.
w3llpeople.com
Well People brings together the energy, experience and
artistry of makeup artist Shirley Pinkson, cosmetic
dermatologist Renee Snyder M.D., and tree-hugger
James Walker to create a wellness-driven, chemical-
free makeup
CIRCULAR and
SUSTAINABLE
CONSUMERISM
ILIA
All cream lipproducts are housed in a recycledaluminum case.
ILIA is creating the purest products possible.
Each product is filled with up to 85% bioactive
organic ingredients that nourish and rejuvenate
the skin.
CIRCULAR and
SUSTAINABLE
CONSUMERISM
AROMACENTRIC
Organic and essential Oilsand plat basedmaterials.
All products are free of Parabens, Dea, Pthalates,
synthetic dyes and synthetic fragrances. Many of the
products are oil based and therefore botanical
preservatives are acceptable to use.
CIRCULAR and
SUSTAINABLE
CONSUMERISM
HEAD &
SHOULDERS
Personal care
brand Procter &
Gamble unveils
recyclable
packaging plans
CIRCULAR and
SUSTAINABLE
CONSUMERISM
Offers luxury products at factory cost
all your make up without the mark up. BEAUTY PIE
The UK and now USA
online-only beauty
brand's products are
manufactured and
conceived by the
factories that produce
makeup for most
premium and luxury
cosmetics brands
FAST SHOPPING/
OMNICHANNEL
MARKETING
Cosmetics brand names Muslim blogger as latest spokesmodelCOVER GIRL
NURA AFIA
NO DEMOGRAPH
CONSUMERISM
TRAINING/ CONTENT
REVOLUTION
BENEFIT
US-based beauty
brand uses facial
recognition to
detect emotions
WELLNESS AND
MINDFULLNESS LIFE
L’OREAL UV PATCH
The WEARABLE DEVICE
was developed in L’Oréal’s
Technology Incubator in
the US, designed to
monitor UV exposure
WELLNESS AND
MINDFULLNESS LIFE
HYPER
PERSONALIZATION
OLAY
Olay’s Skin Advisor app
can calculate a user’s
visible age from a
photograph, using a deep
learning algorithm based
on tens of thousands of
pictures comparison
HYPER
PERSONALIZATION
AI / ROBOT
WAVING
SAMSUNG
Samsung’s Lumini,
premiering at CES, scans
and analyzes the face to
identify dermatological
problems before they
reach the skin.
HYPER
PERSONALIZATION
AI / ROBOT
WAVING
Smart hairbrush helps
improve hair healthKÉRASTASE
HAIR COACH
WELLNESS AND
MINDFULLNESS LIFE
HYPER
PERSONALIZATION
Smart beauty mirror analyzes skin to
make product recommendationsHIMIRROR
HYPER
PERSONALIZATION
AI / ROBOT
WAVING
Organic skincare & bodycare products that
combine Flowers bach with beauty cosmeticsAUSTRALIAN
BUSH FLOWER
WELLNESS AND
MINDFULLNESS LIFE
FAST SHOPPING/
OMNICHANNEL
MARKETING
Skincare brand
gives localized
anti-pollution tips
DERMALOGICA
TRAINING/ CONTENT
REVOLUTION
WELLNESS AND
MINDFULLNESS LIFE
Orig3n
DNA RESULTS
PERSONALISE
BEAUTY ROUTINES
WELLNESS AND
MINDFULLNESS LIFE
Orig3n recently unveiled FITCODE, a DNA testing system that assesses how long it takes for the person to get over an intense workout, their genetic metabolism, potential for muscle strength, endurance, joint health and capacity for speed versus distance.
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