Mintel: 4 global beauty and personal care trends for 2018

Mintel has revealed 4 trends set to impact the global beauty and personal care market for 2018. 1) Biotechnology, together with a resurgence of local wisdom, will help brands face up to the challenges created by environmental issues. 2) As consumers are creating their own definitions of beauty, brands that try to appeal to the ‘mass’ will miss the mark.
3) Beauty consumers won’t just want to look good, but feel good too, by investing in brands with a personality and purpose to perform good deeds. 4) Beauty brands will be watching consumers’ every move, as digital technology drives unprecedented customisation of the shopping experience (Press Release Mintel, 15 November 2017).
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