Mintel expert discusses how beauty routines are moving to new extremes

By Simon Pitman

- Last updated on GMT

Related tags Cosmetics Vivienne rudd

The latest Mintel beauty research was showcased by Vivienne Rudd at the recent in-cosmetics Barcelona event. Rudd gave a presentation that highlighted global beauty rituals and how the growing trending for extremes in beauty habits is hoping to create a new wave of hyper segmentation that is being seen in all beauty categories.

The latest Mintel beauty research was showcased by Vivienne Rudd at the recent in-cosmetics Barcelona event. Rudd gave a presentation that highlighted global beauty rituals and how the growing trending for extremes in beauty habits is hoping to create a new wave of hyper segmentation that is being seen in all beauty categories.

In particular the presentation highlighted an emerging category, night care, which revolves around beauty products that take effect during sleep. The Cosmetics Design team met up with Rudd to get the low-down on how this trend and others are shaping the types of products that are becoming available to consumers.

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