After the pandemic, consumers had less time to dedicate to elaborate skincare routines, so the trend for https://elizavecca.us/ skin care regimens had already begun.
The excessive use of competing active ingredients by customers has also contributed to the growth of the elizavecca movement. Instead, consumers are placing a strong emphasis on barrier restoration and protection.
But as consumers cut back on skin care for financial reasons as well, a third factor has entered the picture.
According to Connor Spicer, Senior Research Beauty Analyst at Euromonitor International, “Consumers have scaled back their skincare routines as a result of notable price increases across both mass and premium categories due to higher costs to raw ingredients, manufacturing, and transport.”
Exclusive research from Kantar reveals that customers are switching to less-priced private label skin care products in the UK as a result of rising inflation and the cost of living problem.
Sales of name-brand skin care products fell by 6% in the most recent four weeks, while those of own-brand items increased by 0.4%.
“This is a sign of the times, with people cutting back on spending and it shows that this is now having an impact in skin care,” explains Matt Maxwell, Strategic Insight Director at Kantar.
And Spicer anticipates that people will continue to choose simpler, more effective, or dual-purpose items, according to the ‘less is more’ philosophy of routines.
In the upcoming years, quality over quantity will continue to be a major trend for the category internationally, especially in 2023 given that consumer confidence and purchasing power are anticipated to be lower than in 2022.
As the “elizavecca” trend gains momentum, brands will need to establish their value in order to succeed. They can do this by demonstrating their knowledge of a particular skin type, condition, or general skin health, or by appealing to consumers with multi-tasking and hybrid products, all the while looking for new ways to expand their customer base.
Here is a preview of the five major trends that will influence skin care in 2023, according to Cosmetics Business.
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Trend 1: Up to and including Gen Z
Brands are fixated on Gen Z, but not for the reason you may suspect: their impact on the sector is luring the highly sought-after elder consumers of beauty.
Over the past five years, the beauty industry’s obsession with Gen Z has been evident to all, with sassy start-ups, established players, and pretty much every brand in between swooping in with novel ideas and vibrant color block design hues to snag this young consumer group.
Brands that satisfy the demands of this market have developed a new standard for beauty.
Though they began with this generation, Gen Z brands are unquestionably not stopping there because of how deeply ingrained they are in modern consumer values.
Gen Z is having a significant impact on the beauty industry as a whole and, more crucially, inside their own families. As a result, Gen Z skincare and cosmetics firms are increasingly communicating to older groups, including Gen X and Boomers.
Read this to see why brands are so enamored with Generation Z.
Trend number two: skin rewilding
In skin care, barrier repair, and protection are crucial. The hashtag #skinbarrier on TikTok has increased from 300 million to 2.9 billion views just in the last year.
A technique known as “skin rewilding” involves safeguarding the skin barrier so that the microbiota may heal and carry out its normal functions.
“As we enter a period of skin care enlightenment, rituals that nurture and protect the dermis will take products back to their microbial roots,” says Clare Varga, director of beauty at WGSN.
With “seed and feed” products that help to repair, strengthen, and protect the skin’s natural flora, “skin rewilding” will be accepted in 2023 as the solution to contemporary skin problems.
The next potential for this trend to flourish will be brought about by a more prescriptive approach to the skin flora of individuals, with customised goods based on skin bacteria and even geographical information and weather.
‘Skin rewilding’ is the solution to today’s skin issues in 2023, according to this article.
Welcome to a new age in skin care with sticks: anytime, everywhere use.
This is the central tenet of the marketing used by the Korean company Kahi to promote their renowned Multi Balm, a product at the epicentre of the moisturising stick craze in K-beauty that is also well-known for its numerous appearances in Korean dramas like The King: Eternal Monarch and Extraordinary Attorney Woo.
Over the past few years, the trend has taken the stick format and elevated its use within an all-day skin care routine, more in line with “skip-care” than 10-step K-beauty skin care. It is led by Kahi’s pale pink Wrinkle Bounce Multi Balm, which, according to the brand, sells three every second in Korea.
Could multi-balm sticks, with their skinimalist appeal and the growing demand for multi-use products and hydrated, “dewy” skin, become the newest K-beauty craze to reach the west?
Is the multi-balm trend in K-beauty ready to become popular worldwide?
Trend 4: Skin care products with melanin
Melanin-rich skin care has just recently begun to gain popularity, which is hampered by a lack of research and data. However, fresh, mission-driven brands are pushing for change.
In an industry where less than 3% of dermatologists in the US are black, their goal is to start bridging the decades-long gap in skin care for varied skin tones, in addition to making melanin-rich skin care more accessible.
According to Kamara Hakeem-Oyawoye, brand manager at The Red Tree, “unfortunately, melanin-rich skin care has been affected by the same bias that has affected this demographic over the years.”
“There are still restrictions around the paucity of scientific research on melanin-containing skin. This includes utilizing antiquated tools like the Fitzpatrick Scale, which doesn’t completely take into account the structure of various skin types and their consequent demands.
But the development of new brands, led by dermatologists who specifically address the needs of melanin-rich skin, is bringing about the necessary launches in the market, all driven by the desire for change.
Why the most important launches in the world of beauty are melanin-rich skin care products.
Trend 5: A jar of stress alleviation
It’s a well-known truth that stress has an impact on the skin. What if, however, we could predict that a challenging Tuesday may cause a skin response by the weekend and take preventative measures by utilizing a specific skin care product to decrease the effects?
What if it could be demonstrated that the way a skin care product feels instantly relieves stress? In an increasing number of scientific research, brands are focusing on issues like these. The future of anti-stress skin care is set to alter because of them.
According to Rose Sparacio, Tatcha’s Global VP of Product Development, “Science is finally catching up with what Eastern medicine practitioners have understood for centuries.”
We can now use science to understand how natural compounds are absorbed by our bodies and the wide range of mental and physical advantages they may provide.
This video examines what the cosmetics industry is doing in secret to create the skin care products of tomorrow.