Innovation Trends

in the Consumer Behaviour

Focus in Beauty & Fashion Services

Sonia D’Arcangelo

Innovation Observatory Office

Research and Acceleration of Innovation Department

FOR INTERNAL AND EXTERNAL USE

CONSUMER TRENDSBEAUTY & FASHION

SERVICES INNOVATIONS

NO DEMOGRAPH

CONSUMERISM

It’s the death of demographic

segmentation (no more age,

gender, income, family status

and more) to predict consumer

behavior

People of all ages are shaking off

demographic ‘conventions’ and

constructing lifestyles and

identities more freely than ever

before.

New attitudes, new

expectations and new freedom

are coming up.

CONSUMER TRENDSBenetton has focused in the last campaign on the real emotions,

direct sensations, engaging experiences, values individual human aspect consumerism

Source: https://it.benetton.com/clothes-for-humans/

NO DEMOGRAPH

CONSUMERISM

Source: Trendwatching

In No demograph consumerism

other themes like:

Globalitation consumerism

Family 2.0: new model family

status

A genderism: a liquidity of

smooth nuances in gender

New consumers immersed in

politics that look to brands to

stand up for certain values.

CONSUMER TRENDS

The internet has exposed many consumers to

progressive (even new) ideas around personal identity

and helped fostered more liberal, accepting societies.

Gender neutral beauty:

longstanding debate about beauty

and feminism.

Rather than framing their work as a

way to conceal perceived flaws, men

are using their faces as a canvas for

creative expression, and reminding

consumers of the transformative

power of beauty products in a

fresh way.

The change is leading to a shift in

beauty branding and packaging as

it becomes less overtly feminine

NO DEMOGRAPH

CONSUMERISM

Source: James Charles is a high school senior and an internet-famousmakeup artist. By NEETI UPADHYE on Publish Date October 12, 2016. Photo by Covergirl.

CoverGirl’s decision in October 2016 to have a “Cover

Boy” in its advertisements for the first time—the teenage Instagram star James Charles.

CONSUMER TRENDS

Healthy living is becoming a status

symbol, as more consumers opt to

flaunt their passion for wellness

through paying for boutique fitness

sessions, “athleisure” clothing, food

with health-giving properties and

upscale health and wellness holidays.

Consumers have many tools to

promote ultimate wellbeing in every

area of their lives, from mindfulness

apps and mood sensors, to

personalised nutrition and fitness

wearables also to monitor

happiness.

WELLNESS AND

MINDFULNESS LIFE

CONSUMER TRENDS

Fewer than 3% of Americans meet the basic criteria for a

healthy lifestyle, which includes

regular exercise and not

smoking (Mayo Clinic, March

2016). And as health becomes a

serious concern, they’re looking

to brands to help them

overcome inertia (or laziness)

and make better, healthier

choices.

New sites proliferate speaking

about meditation, state of

mind and sports.

Source: Fashionbi, Omstars

WELLNESS AND

MINDFULNESS LIFE

CONSUMER TRENDS

Wearable devices now offer to

track mental wellbeing as well as

physical body information and

fitness data.

Although technology has

revolutionized many industries, the

beauty business has been

relatively immune to its effects.

But that’s about to change, thanks

to a wave of innovative connected

products that promise to deliver

unparalleled personalization, among

other benefits.

Source: Internet

Research firm Gartner predicts almost 21Billion devices

will be connected to the Internet of Things by 2020. WELLNESS AND

MINDFULNESS LIFE

CONSUMER TRENDS

By tracking a user’s Skin

conditions, connected beauty

devices provide the ultimate

personalized experience. And

companies are just beginning to

scratch the surface.

Mintel suggests that future

implementations could include

conductive makeup with

sensors or cameras,

antiperspirants that report on

sweat levels and composition,

and hair grips that measure hair

hydration.

Source: Mintel

WELLNESS AND

MINDFULNESS LIFE

CONSUMER TRENDS

Rising numbers of consumers

are increasingly aware of the

negative impacts their consumption

has on the planet, society or

themselves.

Consumers struggle to reconcile

their consumerist impulses with

their desire to feel ‘good’.

That’s why the only truly

sustainable, long-term competitive

advantage will be businesses that

lessen – or eradicate entirely –

those negative impacts whilst

allowing continued indulgence.

CIRCULAR and

SUSTAINABLE

CONSUMERISM

Brands that deliver solutions that benefit people, planet

and society will unlock truly sustainable profits. We are

entered the Experience Economy

CONSUMER TRENDS

Sustainability and Circular

paradigma in the beauty

industry has become a hot

topic due to a rise in

environmental awareness, new

global standards, its profitability

and consumer demand.

Cosmetic brands, retailers,

suppliers, spas and salons are

starting to realize that

incorporating sustainability into

their overall business strategy is

the right thing to do.

Fonte: http://ecobrow.com/

CONSUMER TRENDS

CIRCULAR and

SUSTAINABLE

CONSUMERISM

Especially Millennials are constantly looking for

sustainable experiences with emphasis on the

naturalness and food origin.

Beauty brands seek to make skincare more Sustainable.

The online publication Cosmetics Design presented a “best ingredient made from recycled

materials” award in September 2016 with nominees including Alban Muller for Borealine

Expert, an anti-aging ingredient made from the bark of red maple trees; Lipotec for Actiguard,

a skin soother extracted from sorghum bran; and Active Concepts for AMTicide, a preservative

made from fermented coconut oil.

CONSUMER TRENDS

CIRCULAR and

SUSTAINABLE

CONSUMERISM

With new technologies and

access to global cultures there’s

more to learn than ever

before. And in a time-poor

economy skills are a source of

status too.

The smartphone revolution

democratized the learning

process and put MOOCS,

lectures and tutors at

consumer’s disposal following

the trend I want what I want

where I want.

TRAINING/ CONTENT

REVOLUTION

Source: Trendwatching

CONSUMER TRENDS

Millennials are leading the “cord

cutting” movement and

changing the way we consume

media.

Ubiquitous high-speed

broadband, a vast library of

premium content, competitive

pricing, and an ability to watch

on multiple devices have

accelerated the adoption of over-

the-top (“OTT”) services such as

Hulu, Netflix, Amazon and Sky

that allow users to stream videos

and content over the internet.Source: Internet

TRAINING/ CONTENT

REVOLUTION

CONSUMER TRENDS

Fueled by a new liquidity of

social connection and the

new mindsets that this has

engendered – consumers will

embrace innovative new

ways to connect with

mentors.

That means professionals

and peers who have the

knowledge, skills, and

experience they thirst after.

Source: Trendwatching

Learning new skills can be time consuming, so companies

must maximize consumers’ downtime and seamlessly

embed learning into their lives. It’s the Snack Culture!

Instant Skills consumers want new skills, but they don’t

always want the hassle that goes along with learning them

TRAINING/ CONTENT

REVOLUTION

CONSUMER TRENDS

Shoppers are increasingly seeing

retail spaces not only as places to

buy new things, but as classrooms

where they can learn new skills

and build social networks.

Stores will become hubs, offering

complementary services and

experiences that go well beyond

products.

About a third of UK shoppers (35%)

are interested in attending a lifestyle

lesson or club at their favourite

store.

Source: Internet

TRAINING/ CONTENT

REVOLUTION

CONSUMER TRENDS

It’s an age of human empowerment.

It’s designing technology and

services about us that conforms itself

to people.

We aren’t just incorporating

technology into our lives; as it

becomes exponentially more

sophisticated, we are embedding

humanity into the technology itself.

Consumers look to AI to serve

basic human needs.

AI / ROBOT WAVING

Unique users of digital virtual assistants are set to rise

from 390 million in 2015 to 1.8 billion worldwide by 2021 (Tractica, August 2016).

CONSUMER TRENDS

From autonomous driving

vehicles that use computer

vision to artificial neural

networks, AI is making every

interface both simple and

smart – and setting a high bar

for how future interactions will

work.

Consumers adopt intelligent

services that make their lives

easier, faster and more fun!!

Source: Internet

AI / ROBOT WAVING

CONSUMER TRENDS

Source: Internet

AI / ROBOT WAVING

CONSUMER TRENDS

In 2017, consumers are impatient.

The digital world has schooled more

of them into becoming so-called

“IWWIWWIWI” — “I want what I

want when I want it” —

consumers, impulsive and in pursuit

of immediate gratification.

They want services yesterday and

real-time virtual dialogue with their

brands.

With constant mobile

connectivity, consumers can (and

do) connect with friends and

strangers at almost any moment.

FAST SHOPPING/

OMNICHANNEL

MARKETING

CONSUMER TRENDS

39% of Millennials say they

interact more with their

smartphone than they do with

their significant others, parents,

friends, children or co-workers

(Bank of America 2016).

Smartphones are highly

influencing the omnichannel

experience. 53% of the

shoppers confirm to Mintel that

convenience and instancy are

the two major factors they

consider before making a

purchase

Source: Mintel

FAST SHOPPING/

OMNICHANNEL

MARKETING

CONSUMER TRENDS

Omnichannel is synonym of

“instant shopping”.

It is nothing but a

phenomena where the

approach is customer-

centric, making a company’s

products or services easily

identifiable and readily

available on any platform

and in any way the

customer prefers to shop.

Source: Internet

FAST SHOPPING/

OMNICHANNEL

MARKETING

CONSUMER TRENDS

The 'See Now, Buy Now'

Fashion Trend is the application

of Fast shopping in the Beauty/

Fashion Industry.

Burberry and Tom Ford, along

with a handful of smaller labels

like Rebecca Minkoff and

Vetements, have recently

announced that they're forsaking

the traditional fashion calendar

and showing collections that will

be immediately available for

purchase.

Source: Internet

FAST SHOPPING/

OMNICHANNEL

MARKETING

CONSUMER TRENDS

HYPER

PERSONALIZATION

A widespread need for

extreme customization is

leading new consumption

attitudes.

The Hyper-Personalization

trend refers to the flourishing

of products and services

that can be fully

personalized by the user in

terms of features, options,

colors and design while the

final setup or production takes

place elsewhere.

Source: Trendwatching

More accessible brands also entered the

customization trend and provide the unique

possibility to create «MY PRODUCT»

CONSUMER TRENDS

Customized shopping doesn't

always mean the special edition

of the product, it also about the

experience and the

behaviour.

Millennials are more likely than

Baby Boomers to look for

advice on in-store purchases.

45% like the idea of a

personal shopper who can

pull items according to the

customer’s style, fit or

wardrobe, versus 28% of Baby

Boomers. Source: Fashionbi

HYPER

PERSONALIZATION

CONSUMER TRENDS

Also “proximity-aware” tech in the

form of beacon signals from nearby

shops to consumer phones is also

being boosted as the messages

become more personalised through

greater knowledge about shopper

preferences.

Many subscription services are

positioning themselves as curators,

selecting the new-release, “greener”

or best value products they feel will

best please their clients.

Source: Fashionbi

HYPER

PERSONALIZATION

CONSUMER TRENDS

BEAUTY SERVICES INNOVATIONSCONSUMER TRENDS

SKIN LABO

Online natural

ingredients. Products

allergen-free,

paraben-free and

gluten free.

FAST SHOPPING/

OMNICHANNEL

MARKETING

WELL PEOPLE

Sustainable,

conscientious and

particularly stylish

package.

w3llpeople.com

Well People brings together the energy, experience and

artistry of makeup artist Shirley Pinkson, cosmetic

dermatologist Renee Snyder M.D., and tree-hugger

James Walker to create a wellness-driven, chemical-

free makeup

CIRCULAR and

SUSTAINABLE

CONSUMERISM

ILIA

All cream lipproducts are housed in a recycledaluminum case.

ILIA is creating the purest products possible.

Each product is filled with up to 85% bioactive

organic ingredients that nourish and rejuvenate

the skin.

CIRCULAR and

SUSTAINABLE

CONSUMERISM

AROMACENTRIC

Organic and essential Oilsand plat basedmaterials.

All products are free of Parabens, Dea, Pthalates,

synthetic dyes and synthetic fragrances. Many of the

products are oil based and therefore botanical

preservatives are acceptable to use.

CIRCULAR and

SUSTAINABLE

CONSUMERISM

HEAD &

SHOULDERS

Personal care

brand Procter &

Gamble unveils

recyclable

packaging plans

CIRCULAR and

SUSTAINABLE

CONSUMERISM

Offers luxury products at factory cost

all your make up without the mark up. BEAUTY PIE

The UK and now USA

online-only beauty

brand's products are

manufactured and

conceived by the

factories that produce

makeup for most

premium and luxury

cosmetics brands

FAST SHOPPING/

OMNICHANNEL

MARKETING

LE’JEMALIK

SALON

Beauty salon for

Muslim women

opens in New York

NO DEMOGRAPH

CONSUMERISM

Cosmetics brand names Muslim blogger as latest spokesmodelCOVER GIRL

NURA AFIA

NO DEMOGRAPH

CONSUMERISM

TRAINING/ CONTENT

REVOLUTION

BENEFIT

US-based beauty

brand uses facial

recognition to

detect emotions

WELLNESS AND

MINDFULLNESS LIFE

BURBERRY

Chatbot interaction

for shopping and

advice

AI / ROBOT

WAVING

SEPHORA

Beauty Chatbot on

KIK platform

AI / ROBOT

WAVING

L’OREAL UV PATCH

The WEARABLE DEVICE

was developed in L’Oréal’s

Technology Incubator in

the US, designed to

monitor UV exposure

WELLNESS AND

MINDFULLNESS LIFE

HYPER

PERSONALIZATION

OLAY

Olay’s Skin Advisor app

can calculate a user’s

visible age from a

photograph, using a deep

learning algorithm based

on tens of thousands of

pictures comparison

HYPER

PERSONALIZATION

AI / ROBOT

WAVING

SAMSUNG

Samsung’s Lumini,

premiering at CES, scans

and analyzes the face to

identify dermatological

problems before they

reach the skin.

HYPER

PERSONALIZATION

AI / ROBOT

WAVING

Smart hairbrush helps

improve hair healthKÉRASTASE

HAIR COACH

WELLNESS AND

MINDFULLNESS LIFE

HYPER

PERSONALIZATION

Smart beauty mirror analyzes skin to

make product recommendationsHIMIRROR

HYPER

PERSONALIZATION

AI / ROBOT

WAVING

Organic skincare & bodycare products that

combine Flowers bach with beauty cosmeticsAUSTRALIAN

BUSH FLOWER

WELLNESS AND

MINDFULLNESS LIFE

FAST SHOPPING/

OMNICHANNEL

MARKETING

Skincare brand

gives localized

anti-pollution tips

DERMALOGICA

TRAINING/ CONTENT

REVOLUTION

WELLNESS AND

MINDFULLNESS LIFE

NO DEMOGRAPH

CONSUMERISM

Orig3n

DNA RESULTS

PERSONALISE

BEAUTY ROUTINES

WELLNESS AND

MINDFULLNESS LIFE

Orig3n recently unveiled FITCODE, a DNA testing system that assesses how long it takes for the person to get over an intense workout, their genetic metabolism, potential for muscle strength, endurance, joint health and capacity for speed versus distance.

DNA RESULTS

PERSONALISE

BEAUTY SKIN CARE

– ITALIAN COMPANY

WELLNESS AND

MINDFULLNESS LIFE

Data & information have

been collected from:

Thank you

Sonia D’Arcangelo

Innovation Observatory Office

Research and Acceleration of Innovation Department