ICYMI: Beauty in 2022: Navigating an Evolving Category
CEW’s event with NielsenIQ on navigating the beauty industry provided an insightful look into current and up-coming category trends for the rest of 2022 and beyond. A lot has changed over the last 6 months, but the industry has remained resilient as the needs of consumers and their definition of beauty has evolved. Here are three takeaways from this event:
1. Winning Year for Fragrance
The fragrance category has been growing for the past two years and shows no signs of slowing down. Category sales are up 27% compared to a year ago, with younger audiences driving growth. Innovation and experimentation with format, texture, and product type have caught the attention of consumers. Search trends reveal that refillable packaging, mini sizes, and powder and stick formats will be ones to watch.
2. Clean and Green Continues to Trend
More consumers care about sustainable, natural beauty products than ever before. As the clean beauty movement continues to grow, consumers are demanding that companies clean up their ingredient lists and that packaging and manufacturing cycles are environmentally friendly. Consumers are willing to put their dollar behind this movement and it’ll be interesting to see how brands continue to innovate across categories.
3. The Year of the Derm
Consumers don’t stop buying or using beauty products just because they hit a certain age. In fact, it’s quite the opposite. Data shows that women over 50 hold over $15 trillion in purchasing power, and that they account for 27% of all consumer spending for beauty. These consumers are open to new brands and are looking for products backed with gynecologist recommendations, created with a mature woman in mind, and provide menopausal support.
If your brand is looking to reach targeted audiences or make creating a lasting impact with new product innovations, Brandshare’s Connected Sampling™ solutions with guaranteed carting is the ideal way to deliver a custom brand experience in this evolving industry.
Source: NielsenIQ