Trendspotters Pick Natural Beauty, Men’s Grooming Products For 2007
This article was originally published in The Rose Sheet
Executive Summary
Natural cosmetics and men's grooming products will figure among ten "key trends" likely to shape the consumer packaged goods industry in 2007, according to market research firm Mintel
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Natural cosmetics and men's grooming products will figure among ten "key trends" likely to shape the consumer packaged goods industry in 2007, according to market research firm Mintel. Mintel attributes the emergence of beauty products featuring natural ingredients and personal care offerings geared toward men partly to a growing sense of "responsibility to one's well-being" among consumers. Coming in at No. 1 on Mintel's list are products that incorporate botanicals and other indigenous resources from the Amazon rainforest, which succeed with consumers on the level of their "natural functionality," as well as their "exotic" allure, the firm says. Mintel says it expects the beauty industry "to truly embrace this trend." A recent alliance between Santerra Pharmaceuticals and Vedic Lifesciences to advance research in the North American natural cosmetics and health products space lends credence to a future surge in naturals (1 'The Rose Sheet' Nov. 20, 2006, In Brief). While the Amazonia craze is confined largely to North America at present, Mintel predicts it will spread to Europe. "So that's one [trend] we believe is going to be around for a longer period of time," analyst Christy Brinnehl told "The Rose Sheet" Nov. 21. She was slightly less confident about the long-term prospects for men's grooming products. "When we first saw products for men, it was this whole metrosexual movement and there were a lot of men who didn't want to embrace it. Now it's becoming such a mainstream topic that ... it's not unusual anymore to see men picking up lotions and night creams." However, "anything that's too expensive isn't going to fly with men," she suggested. She conceded that Homme Age Fitness Night Recharge - an anti-aging night treatment for men from French firm Biotherm, identified in Mintel's release - may exceed the optimal price range (2 (Also see "Biotherm Launch Initiative Aims To Bulk Up Slimming Products Portfolio" - HBW Insight, 27 Oct, 2003.), p. 8). The item retails for $55, "so I don't really think there's going to be a huge crowd surrounding this product," Brinnehl said. "They have to be simple, too." Overly aggressive positioning claims should be avoided, she maintained. - Ryan Nelson ([email protected]) |