![]() This suggests that instant beauty products should have sensory properties that are comforting as well as instantly effective. Although 72% of US consumers agree they are “always on the lookout for things that make my life easier”, 42% are currently putting a lot of emphasis on their emotional well-being (Mintel, 2020). Especially in light of the COVID-19 pandemic, consumers are looking for products that combine convenience and comfort. ![]() That said, convenience shouldn’t compromise on luxury. Considering the pace of growth in the male grooming market – research anticipates double-digit CAGR until 2029 – developing instant beauty products for men is a key opportunity. Whether they want to throw a brightening moisturizer in their gym bag or freshen up before a meeting, male consumers want hassle-free products. In the male grooming space, consumers are always looking for ways to streamline their routines. However, the instant beauty opportunity doesn’t stop at female consumers. New research from Mintel suggests that the skin care products that American women are most likely to have used are convenient, multi-purpose formats like exfoliating wipes (81%) or waterless facial cleanser (69%). Equally, busy professional women want products that will take them from tired to glowing on-the-go. For one, selfie-centric Gen Z consumers represent an estimated $143 billion in buying power in the United States alone. The instant beauty trend is an exciting opportunity for the BPA industry due to the size and scope of the market. This explains the rising popularity of routine-enhancing formats like concentrated essences and ampoules, which super-charge beauty routines with an intensive dose of active ingredients. Equally, they want to simplify their routines for on-the-go application: the same survey reported that 19% of consumers want to reduce the number of products they use. According to a recent survey conducted by Mintel, 36% of American consumers want products with instant results. Ever the influential market, this demand for instant beauty has spread from Korea across the world.
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