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NEW STATISTICS SHOW CONSUMER INTEREST IN SEASONAL SKINCARE AND PRODUCTS THAT INFLUENCE THEIR MOOD

Four Seasons, four skincares.

According to a recent survey, the seasonality trend has steadily evolved over the past few years. Seasonal products accounted for 11.1% of all beauty and personal care launches in 2014. Seasonal facial skin care represents the most noticeable increase.

Consumers are more and more aware and concerned about how changes in the environment are affecting the condition of their skin and hair. The beauty industry has taken these concerns into account by not only sticking to seasons but also to the calendar: holidays or special occasions such as birthdays. They are definitely taking new elements on board in their innovations.

For example, winter care products will target dry skin and try to help cope with the effects of cold conditions. Meanwhile, extreme summer conditions are calling for products which protect the skin from heat and humidity as well as UV damage and which build up resilience against the upcoming autumnal changes. As well as appealing to change in consumer cosmetic needs there is also a scope for products that appeal to the altered emotional needs of consumers as the seasons change. Conditions such as Seasonal Affective Disorder or Winter Blues are phenomenon that brands included when designing their products.

By providing relevant skin care to every season of the year, the brands are building up loyalty throughout our lives.

Global trends

Mintel also released a number of statistics exploring the depth of the trend globally; highlights include:

80% of German consumers claim their facial skin care needs change throughout the year

48% of Chinese female facial skin care users choose products from different brands in different seasons

30% of Brazilian hair care consumers claim they would pay more for products to protect their hair from sun damage

48% of United States sun care users express interest in gradual tanning body washes

44% of United States women who use soap, bath and shower products look for extra moisturizers in the winter months

81% of United States. men who use soap, bath and shower products would be interested in adding deodorizing properties; 59% would be interested in bodywash and soap with SPF

36% of United Kingdom consumers said they felt less positive during the long, cold winter of 2012/2013

23% of these United Kingdom consumers said the return of warm weather would prompt them to treat themselves to a new look

67% of United States fragrance users would be interested in scents that influence their mood or relieve stress; 23% would pay more for them

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#seasonal skincare #influence mood #skincare #skincare trend

THE CONSUMER DEMANDS FOR MORE ANTI-POLLUTION CLAIMS IN SKIN CARE

Globally, the skincare market has seen a recent boom of launches which tackle the impact of environmental stresses, such as pollution, UV exposure and allergen. And even though this trend originally started off in the Asian market, western consumers are now also demanding such claims.

This global interest towards beauty environmental solutions is explained through an increasingly urbanized consumer, according to the World Health Organization, 54% of today’s global population is urbanized (compared to just 34% in 1960),who is more and more aware of these impacts and seems to find a lack of offer, or efficacy.

With new studies suggesting that exposure to air pollution has a similar effect to UV rays, it is likely that, as awareness grows, such claims will be expected in anti-aging formulations too, and more brands should consider anti-pollution claims in their formulations given the growing interest.

But the consumer doesn’t stop there: brands will need to capitalize on multifunctional anti-pollution solutions, as consumers are looking for more effectiveness in products that tackle all the environmental concerns: wrinkles, dark spots, pigmentation, uneven skin tone… Indeed, according to Datamonitor Consumer’s 2014 global survey, a total of 31% of global consumers agree that they are concerned about dark spots, pigmentation and uneven skin tone. The point would be to focus on the consumer’s preference for a convenient and accelerated regime offering 360° shield for their busy, urban lifestyle.

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#antipollution #skincare #urban lifestyle #UV exposure

MARKETING MYOPIA

Basel , March 2014. The watch-making industry, above all Swiss, meets at the most important trade fair in the world. Once again this year it was an enormous success. The Swiss watch-making industry always turns out new models with more sophisticated complications and cutting-edge designs and discusses new ways to sell watches...more selective distribution, a better experience for the consumer. How can I sell more? How can I increase the desire for our watches? Is this what the manufacturers ask themselves? Cupertino, September 2014. Apple presents the Apple watch. It will let you do (almost) everything...manage your phone but not only, keep tabs on your health, make payments without using your credit card or cash and communicate in a different way. Apple is about to launch a product that we don’t just want; soon we will really need one...just as happened for the mobile phone or the tablet. Are we in the watch-maker’s shop faced with a clear cut case of marketing myopia, just like the music industry or the camera industry? How many of us remember each and every day that we must always think about reinventing our business, and that our business as we know it might disappear in the space of a few years? We are dealing with a “myopic” company from the marketing point of view when people mostly focus on the goods and services that they want to sell, but they have a much vaguer idea about WHO the customers are that they want to sell these services to and more especially what these customers’ needs are and how they are changing. Theodore Levitt first introduced this concept in the HARVARD BUSINESS REVIEW in 1960. He in fact stated that a company is not a goods producing process, but a customer satisfaction “machine”. Wow, what a great concept! In a market that is changing so fast, with such global markets and ever more innovative methods of distribution the biggest mistake that we can make is to focus ourselves on and simply repeat what has brought us to success TODAY. It’s not enough to have a company that does everything to know its customers and satisfy their needs; this cannot be our only objective. We must strive to have a company that is able to adapt continuously to the changing market, to new consumers, to new desires and so to new products. Flexible people, flexible organisations, adaptable processes and a true love for change; these should be our goals. The “company life-cycle curve” (introduction, growth, maturity, decline) shows us in an unequivocal way that it is precisely at the time of greatest success (the highest point on the curve, the phase of maturity) that we have to be able to re-invent ourselves to make the leap onto a new growth curve. For sure, if we look back from the highest point of the curve, we only see growth, so why not wallow in our success and go on in the same way? That’s what the coach builders did, who with the advent of the car said that it would be enough to add more horses…or the sailing ship builders, who with the advent of the steam ship thought that it would have been enough to add more sails… The underlying mistake is therefore always asking yourself ONLY “how can I sell more of the same product?”… Even though it is counter-intuitive, it is exactly when things are going well that we have to be able to rethink our business “from the foundations”, always trying, every day, to understand who our current but also future consumers are. Not forgetting, as Steve Jobs used to say, that the customer doesn’t always know what he wants, especially if he has never seen anything like it!

Simone

www.simonegibertoni.com

#marketing #myopia #company life-cycle curve #reinventing our business #how can I sell more #marketing myopia

ARE YOU A CUSTOMER LOVE MACHINE?

The first customer, is indeed, the buyer of our products, and is the person that must LOVE our company. As Michael Bergdahl of Wal-Mart said, every customer is able to fire us every day simply by deciding to do business elsewhere. The relationship with a customer is created both from the “emotional” point of view and from the “rational” point of view. Especially in B2B, where we have a one-to-one relationship, the emotional part is fundamental in creating a lasting relationship with the customer. The customer doesn’t buy a product; he/she purchases an experience. That’s why service is so important. If we want to be able to convince a customer choose our products, then our service and our quality must be perceived as “excellent!” What’s more “communication” with them is the key to success! We know well that to win a new customer has high costs, therefore, even though the search for new customers is a fundamental part of our marketing strategy, most of our margins are usually produced by our existing customers, that we must convince to buy more and more from us (increase the “share of portfolio”). From this point of view the customer is NOT always right! Only the customers that help us earn are right! The “loyalty” of our customers is therefore our priority objective. The second customer that each of us has it is our boss: after the end customer it is him/her that we must make happy and understand. Even this customer must perceive us as excellent! What type of reporting does he/she want? What is the best type of communication? Which are his/her priorities? His/her values? His/her expectations? But in reality there are two other types of customer that we must serve: our internal customers i.e. our colleagues we give a service to, should be considered as external customers….problems of communication, “service” or quality provoke, at the end of the value chain, damage that will have repercussions on the end customer (and will create never ending tensions in the organisation!). Who then are our internal customers? What service do we give them? Do we spend time and resources in understanding them? Finally, our fourth customer is our shareholders. We must never forget that the objective of a firm is to make a profit, and that the satisfaction of our customers must lead to this. The Shareholder Value Theory states that the creation of value must be the guiding principle every organisation. It’s possible to say that to create value the management must be able of “to deliver to investors” a satisfactory level of cash flow, where a term of comparison for the level and the comparability of the flows is given by the results of the main competitors.

THE CHANGING NEEDS OF BEAUTY BUYERS

Diagonal report’s latest study based on Consumer behaviour in the Beauty Market reveals that skin care remains the key category, boosted immeasurably by product innovation.

Amongst these innovations, one of the main developments was stated to be the rise of “medicalised skincare products, treatments and high tech devices. Whilst the skincare remain a high priority for consumers, their needs are changes.

The professionalisation of the “Do It Yourself” skincare regime is gaining interest at high speed. High tech tools are now becoming available and are offering efficacy that was still recently restricted to qualified professionals working in spas and clinics. Similarly to this, medicalised products which were previously the preserve of the few are now sold to the general public too.

Added to the broad offer of high tech devices that have changed the habits of the consumer, Diagonal Report also note that the buyer now makes pragmatic and well-thought out choices based on time and convenience when it comes to their skincare regime. Indeed, a busy lifestyle now means prioritising is essential as “leisure time” is shrinking whilst expectations are higher than ever. Product effectiveness is absolutely non-negotiable today.

www.diagonalreports.com/

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CITIES WITH POWER

on a market report by McKinsey, “The glittering power of cities for luxury growth”, the forecasts for 2025 are aimed at emerging markets who will become top priority as urbanisation continues to spread at full speed. As these markets continue to grow, 600 of the world’s top cities will be responsible for nearly 85 percent of global economic growth by 2025.

Indeed, the world is undergoing a significant economic transformation, one that has not been seen since the Industrial Revolution. Urbanisation is growing at a speed 10 time faster than the 19th Century Revolution, China being at the head of this massive growth. McKinsey suggests that through mass urbanization there will be 60 megacities, double that of today. To target these areas of growth that have not yet been investiguated by luxury brands, , companies must adjust strategies to include cities that may not yet be on their radar to be ready once the market has fully flourished.

These ” Next 15″ as McKinsey call them, include regions such as South Korea, Indonesia, Mexico, Turkey, Iran, Egypt, the Philippines, Nigeria, Pakistan, Bangladesh and Vietnam. With 60 percent of the world’s population living within these countries, brands now have opportunities for growth outside the traditional established markets.

http://www.luxurydaily.com/the-next-15-will-drive-80pc-of-emerging-market-growth-by-2025-report/

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BEAUTY HAS A FACE…AND BODY!

Within the next four years, the body care market is expected to grow by 5.3% per year, with the highest increase in Latin America. The slimming body care segment will have a significant impact on that growth, especially in Asia and in Latin America. Although the body care market is less dynamic than the face care market, it however shows a constant increase in terms of product launches and retail volume. The most important one remains moisturizing, with more than 60% of the market, but slimming products are on the rise. Beauty and cosmetic scientists are constantly looking to design new products which fit into today’s women’s busy schedule: multibenefit and easy to use.

There is a strong trend on leg care, and it’s far from being niche. While there’s no one-size-fits-all solution for the body, the recent launches suggest that powerful body treatments can help lessen the appearance of cellulite and even stretch marks . But it’s not all about slimming anymore. Most claims now push toward the idea of perfecting. Through make-up/skincare products that blur or prime the body, or toning and dynamising skin to make it look healthy and glowy. Through this also comes an increase in demand for natural/herbal-based body care creams and lotions. Its all about feeling glamourous and comfortable at the same time!

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HOW KOREAN SKIN CARE PRODUCTS ARE CREATING TRENDS IN THE WEST

At first came the BB cream frenzy, and now Europe and North America have been swept over by Korea’s sheet-masks, creams and cleansers too. The Korean cosmetics have managed to build such a strong following through major innovations and a smart approach on skin care (and admittedly, super cute packaging too!) that even if some products, such as snail and snake venom cream, will need some acclimatisation, most of their cosmetics are taking the West by storm.

“Americans are becoming influenced by the way Korean women take care of their skin. It’s about being proactive, rather than treating issues when it’s too late, ” notes Charlotte Cho, the founder of Soko Glam. “And you don’t have to assume that great skin comes with an out-of-your-budget price tag.”

So the next generation of cult Korean trends—cushion compacts, cleansing oils, overnight masks, and miracle moisturizers— is expected to make the same kind of impact on the occident than the BB creams.

But there’s no surprise that, when it comes to beauty imports, we turn to the East. They have been busy at concocting skincare remedies since 700 BCE, so it’s only normal that all this know-how heritage makes them experts today.

Take for instance, the Korean sheet-mask which are having a big momentum. According to WWD, in an article by Julie Naughton, one of Korea’s biggest cosmeceutical companies, Leaders Cosmetics Inc., is coming to the U.S. later this month, making it the latest biggest Asian beauty import. Leaders, which currently sells more than 250 million sheet masks quarterly, will launch two sheet-mask collections, Daily Wonders and 7 Wonders, in the U.S.

“In the same way that we saw balm creams come from Asia and create a movement seemingly overnight, we see masks as the wave of the future,” said Dr. Daniel Park, chief executive officer of Leaders. “I believe that we have this opportunity to steer the conversation and educate a new consumer on the benefits of using sheet masks over any other mask, serum or lotion for the purest results.”

The reason why consumers are eager to embrace these new trends is because these beauty products resonnate with US consumers. Indeed, the Korean approach is to respect the skin and improve it from the inside out through innovation and pure and potent botanical extracts, which is a “natural” direction the West is Add to this, that they are a super competitive market boosted by globally demanding and skincare-savvy women, Korean brands MUST deliver on all fronts.

It sounds like a difficult task, but Korea is such a super-connected digital country, the beauty conversation amongst consumers help the brands to improve and innovate. Indeed, Korea has the fourth-fastest internet speed in the world ( the US ranks 11th as a frame of reference), so consumers’ expectations and thoughts about beauty brands/products are so quickly shared with each other, they constantly know how to innovate in order to create more popular beauty products, that will all meet the expectations of these skincare-savvy and communicative consumers.

After the BB creams and the sheet masks, we can probably expect the next trend to be coming straight from Korea too. Until then, we’ve put together a selection of cool korean products that are currently all the rage in Korea and behond, just so you can hop of the korean beauty wagon just in time!

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