Seasonality trends shaping future of personal care market

‘Tis the season to be — beautiful.



It is no secret that the change of seasons gives manufacturers reason to introduce colors or scents but, according to Mintel Beauty & Personal Care, there’s a much larger beauty trend at play. Enter seasonality.

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Seasonal products — innovative products that offer defense against the cosmetic and emotional effects of specific weather conditions — accounted for as many as 11.1% of all beauty and personal care launches in 2014, up from 9.8% in 2011, according to Mintel. What’s more, seasonal facial skin care launches rose from 0.5% of global launches in 2009 to 1.2% in 2014.



“Our research shows that consumers are becoming increasingly aware of — and concerned about — how changes in the environment are affecting the condition of their skin and hair. Already, beauty manufacturers have started to go beyond taking simple seasonal approaches geared to public holidays or gifting occasions and instead are taking on the elements within their product innovation,” stated Jane Henderson, global president of Mintel’s Beauty and Personal Care Division at Mintel.



As noted by researchers, the seasonality trend is looking to shape the future of the personal care market. For example, nearly half of U.S. sun care users expressed interest in gradual tanning body washes. And of the soap, bath and shower product users in the United States, some 79% of women and 60% of men would be interested in intensive moisturizing products that can be used once or twice a week.



Researchers also noted that fragrance, in particular, is well positioned to develop products that appeal to the altered emotional needs of consumers as the seasons change (think seasonal affective disorder and the winter blues). According to the data, two-thirds of U.S. fragrance users would be interested in scents that influence their mood or relieve stress, and nearly one-quarter would pay more for them. In fact, 36% of French fragrance users change their fragrance according to the season.



Going forward, Mintel believes that the seasonal approach will impact global launch programs and will extend to ingredients harvested at the most opportune time, while seasonal boosters and complementary teas and tonics will join the mainstream.



In addition, beauty companies will need to work harder than ever to show consumers that they can provide products that will be relevant throughout the year, stated Mintel, as the trend promotes a willingness to change products to suit the season, fraying ties of loyalty between the consumer and the brand.