Mintel forecasts beauty trends for 2010

CHICAGO Mintel, a global supplier of consumer, product and media intelligence, has forecasted the top beauty trends for 2010.

"While 2009 brought its challenges for the industry, beauty brands and suppliers have continued to seek creative new ways to merge science, nature and sustainability for better results and more eco-friendly formulas and packaging," stated Nica Lewis, director of Mintel Beauty Innovation. "In 2010, we will see more consolidation in the beauty industry and the evolution of old trends, as well as new ones, as consumer confidence returns."

Among the top trends predicted for 2010: 1.   Mood beauty: In 2010, consumers will be able to enhance their mood through makeup and skin care, going beyond aromatherapy and simple use of scent. 2.   Nu Natural: In 2010, beauty products will evolve from today's trend toward organic ingredients, revisiting attributes like authenticity provenance and local production. 3.   Pro-Tech't: Beauty products have offered increasingly powerful shields against not just UV rays but also physiological and man-made factors. In 2010, Pro-Tech't will strengthen this shield. Marketing language is already growing more robust, borrowing from computer technology (i.e. "firewalls"). Packaging will expand beyond traditional glass and plastic to materials like neoprene and concrete. In addition, Mintel Beauty Innovation expects growth in immune-boosting and skin-defending claims. 4.   Turbo Beauty 4G: In 2010, products will increasingly include medical- or pharmaceutical-grade actives and next-generation nanotechnology. In addition, clinical testing to substantiate claims and results will move from prestige into "masstige."

Following the explosion of social media, Mintel also expects beauty manufacturers to start marketing anti-aging products in particular to "digital natives."