Personal Care Brands Jumping on Personalization and Convenience, Per NielsenIQ

The impacts of COVID-19 on the beauty industry are still being felt and personal care brands must invest in keeping up with new trends, according to NielsenIQ’s Global Beauty Innovation Report.

Monitoring industry trends across 14 markets, the report found that CPGs are increasingly focused on delivering clean and sustainable products, employing eco-friendly packaging, and reducing their carbon footprint. This trend is especially prominent in South Korea, where clean beauty has become a lifestyle choice.

Consumers across the world are scanning ingredient lists when deciding what to buy. They are also seeking products that support their physical, mental, and emotional health. That has led luxury brands to pursue products devised to improve emotional well-being along with healthy skin appearance. As a result, the French cosmetic industry has tapped into neuroscience research. Consumers want brands to address their individual needs by developing hair and skin quizzes.

More findings from NielsenIQ: The 5 things CPGs should know about Gen-Z consumers.

UK consumers prioritize product results and efficacy over brand names. That provides an opportunity for growth by enlisting celebrities, dermatologists, and influencers to promote products on social media. But brands need to be sure to spend wisely. For instance, China has 20 million influencers dubbed key opinion leaders, but 80% of sales can be traced to just 7% of them.