Last year’s BB cream is this year’s CC cream
The question on every beauty junkie’s lips at this early point in the year is what will be the biggest beauty craze of 2013? In 2012 the Asian influx of BB (Beauty Balm) creams swept the cosmetics world and this year already we have seen its evolution with CC (Complete Correction) creams being launched by practically every large brand on the market.
Cosmetic Surgery vs. Cosmeceuticals
In fact, the merging of science and beauty to develop ‘miracle products’ is a combination we are likely to see more of as consumers increasingly demand better results for their money. The so-called ‘cosmeceuticals’ sector represents the fastest growing segment of today’s beauty industry, according to a recent report by GBI Research. Savvy brands will look to attract consumers with products that contain active pharmaceutical ingredients offering an alternative to cosmetic surgical procedures at a much lower cost.
This becomes even more pertinent in the context of the current government review that is underway to investigate the quality and safety of both surgical and non-surgical aesthetic treatments including injectables such as botox and dermal fillers, lasers and skin peels. The outcome, due to be announced in March, could change current law on who can carry out such procedures and will undoubtedly have a huge effect on the growth of the industry moving forward.
The rise of the stay-at-home salon
The recession has had its impact on all industries and the beauty world is no exception. Market analysts at Mintel predict the use of high-tech electrical beauty devices, such as laser hair removal, for home use is poised to become big across the globe. As consumers become more aware of the financial savings they can make by investing their money in a one-off home-use product and having it conveniently at their disposal for long term use. The recent Professional Beauty Show is evidence of this with hundreds of exhibitors tapping into this growing trend.
2013 is the year of young looking hair
Contrary to popular belief, the desire to stay looking young is more intense than ever. Rather than embracing our age with grace as demonstrated with such elegance by the likes of Helen Mirren, the anti-aging category continues to accelerate at a rapid rate. And the most innovative brands are rolling out tried and tested technology with ingredients normally found in age-reversing skin creams, such as Argan oil, vitamin E and panthenol across other categories such as haircare. Anti-aging shampoos, conditioners and treatment sprays have just launched in the US so expect them to make their way across the pond later this year…
So what does this tell us? Beauty in 2013 will be all about consumers expecting more for less and the challenge for brands will be how to make their products stand out in what is an increasingly cluttered marketplace.
By Vicky McPhail, Head of Beauty & Grooming