part 3 of 4

Age Before Beauty: Activity

By Deanna Utroske

- Last updated on GMT

Age Before Beauty: Activity

Related tags Future Forecasting Ageing

Anti-aging is out. Fitness is the way of life. And, beauty is moving fast.

The cosmetics and personal care industries stand on a precipice of change. In this, the third in a four-part series on long beauty and the shift to optimized living, Cosmetics Design examines activity as informed by proprietary research analysis from The Future Laboratory, presented at the annual Cosmetics Executive Women global trends event this month in New York City.

Brands need to “combine holistic beauty and wellness opportunities that are about more than a perfect physique,” ​to meet the rising expectations of consumers, according to analysis from the forecasting firm.

Shoppers that were once satisfied with a conventional skin care routine now have an appetite for items like the soon-to-be-launched Oku skin devise​ and app, which functions as a sort of Fitbit for the face. This tool is an instance of a brand channelling upstream wellness, as The Future Laboratory would put it. It will basically enable consumers to act pre-emptively and address the signs of aging before they appear.

“We are seeing a global shift in the way consumers view overall health, beauty and wellness and that has a big impact on the beauty industry,” ​confirmed Carlotta Jacobson, president of the CEW. 

Many brands already package products for use on-the-go. There is no longer a single category of personal care exclusive to at-home use, thanks to portable products like beauty wipes​ and packing solutions like MWV’s airless pump-on-pouch​.

“Beauty is converging with science and technology to deliver the expectations of an optimized existence,” ​according to analysis presented by Claire Hobson, EVP global business director of The Future Laboratory, at the CEW event. That’s why wearables and apps are in high demand.

To succeed, The Future Laboratory recommends that companies take on a “Wellness focus that [will] inspire seamless and holistic beauty lifestyles.”

In the next and final instalment of this four-part Age Before Beauty series, Cosmetics Design explores sustainability and the influence it will have on the optimized lives of personal care consumers and corporations. (Read part one: Longevity ​and part two: Curiosity​.)

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