The verdict is in: skin care is the year’s biggest (and most profitable) beauty trend! Bloggers, celebrities, mothers, and millennials alike have joined forces to dive face first into this next big thing, and it’s hard to miss how brands are taking note of and implementing a few key customer-preferred qualities into each of their products. Here we take a look into the average customer’s mind, and decipher the qualities of the most sought out skin care products of 2019.
There’s no question that stores such as Sephora and Ulta are overwhelming in nature simply due to the variety of products they sell. With enough options to make your head spin, customers are looking for a product that stands out; something that’s striking, unique, and perhaps worth a splurge. But how can you make skin care more advanced? Upscale and drug-store brands alike are incorporating words such as “antimicrobial” and “antioxidant-rich” into their products’ packaging, making the products appear more scientifically advanced. Customers are looking for products that not only purify on a visible level, but a cellular one too- a quality that’s equal parts product development and marketing.
Gone are the days of harsh acne treatments and skin care routines- the present is all about the
natural. Leading beauty brands have taken a deep plunge into Mother Nature’s offerings, using
ingredients such as turmeric, green tea, charcoal, aloe, mud, and the most basic of all: water. The
incorporation of these basic but effective ingredients in skin care products has opened the eyes of
consumers to the ingredients of their previous, harsher products, furthering the “all natural”
trend. Another pro? Natural ingredients go hand in hand with the “au naturale” makeup look that
has been popularized by bloggers and celebrities around the globe.
Sensitivity toward allergens
Do not be fooled: allergy restrictions are not limited to restaurants and food distributors. Many
modern day customers are well aware of what their skin will and will not tolerate, leading to a
more particular and individualized shopping experience. With so many ingredients going into products such as face washes, masks, and serums, it’s understandable how separating between skin care that is and isn’t good for you can be difficult. Sephora have taken note of the
specifications customers are looking to fulfill when shopping for skincare, and recently released
a line titled “Clean at Sephora”. Allure stated that “All products with the Clean at Sephora seal
will not contain the sulfates SLS and SLES, parabens, formaldehydes and
formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar,
hydroquinone, triclosan, and triclocarban.” Additionally, the retailer labels certain products as
vegan or gluten-free to satisfy further health restrictions customers may have.
In regards to customer demographics, millennials are often the first group to be willing to
venture out and try new products. That said, there’s nothing they love more than seeing
immediate results. What does this mean in regards to skin care? Overnight face masks and
advanced serums are the industry’s jackpot. Customers want to use products of this nature
because they instantaneously brighten, exfoliate, and detoxify skin- the ideal outcome for any
skin care regimen. Otherwise, skin care users want to know that the product they’re using is
preventing any future blemishes, dryness, or concerns that may arise. Key words such as
“overnight”, “instant”, “preventive”, and “fast” will have products flying off the shelves faster
than you can say “dermatologist-recommended”.
Jia Tolentino, a staff writer for the New York Times, said after purchasing an exfoliating cleanser, “I was unsure if I was buying skin care or a psychological safety blanket, or how much of a difference between the two there really is.” Tolentino brings up a great point- customer’s want to feel good when using skin care products, not just look good. Often times the two sentiments go in hand, but think about 24-karat gold face masks as an example. Are they absolutely necessary? Probably not. Do they make people feel like royalty? Absolutely. Sometimes, even if the product isn’t completely effective, that luxurious element can go a long way. Based upon the soaring sales of upscale face serums, jade rollers, and other products of a similar nature, customers agree.
The skin care craze looks like it’s here to stay, but that doesn’t mean it won’t evolve. The industry has never been one to settle- a quality that’s both intriguing and frustrating. Yet with these baseline requirements of what modern day customers are looking for, the industry now has a platform to expand upon. The possibilities are endless, and that in itself is the best part.