The Future Skincare Routine: Minimal + Treatment Focused
Future beauty is leaving the 10-step skincare routine behind in favour of streamlined, effective solutions. Consumers want active ingredients, multi-tasking options and products that fit seamlessly into their lifestyles - particularly as they get more active. (Read more about athleisure beauty in the Beauty + Wellness Report).
In an age of consistent digital connection and fast-paced transactions, consumers want results without having to layer on 7+ products to get it. Whilst there’s growth towards the slower self-care approach (as we see time as luxury), consumers want options for those busy mornings or post-gym showers. On Trend: Make P:rem In-shower Mask, Starskin Beauty 7-Second Morning Mask.
A minimal landscape is settling into skincare routines encompassing the “less is more” approach as consumers aspire to incorporate aesthetics such as Swedish “lagom” and Japanese “wabi sabi” and "Kanso" into their lifestyles. Formulations fueled by active ingredients such as Lixir Skin are sought after because they offer solutions in fewer steps.
The perception of luxury is changing. Quality over quantity, experience and emotional connection matter and it’s less about ownership of “things”. According to Fact.MR, the global spa market is projecting a growth rate of 5.7% between 2017-2026. Leading to the insight that consumers will opt for fewer products in their daily routines in favour of one-off treatments more often. And with the rise in more affordable treatment services both in-store and through apps such as Blowltd the future looks promsing for this market.
How do non-spa brands benefit from this shift towards treatment and self-care?
Get involved with the rise in in-store treatment services - particularly the short, on counter options that create a better sensory experience for the customer. For example, a short hand or head massage.
Utilising the growing importance of video marketing. Get expert opinion and demonstration on board to showcase facial massage, lymphatic drainage and circulation techniques. The rise in consumers wanting to bring expertise into the comfort of their own home makes this a gateway for brand connection and engagement.
In particular, is the current focus on "face yoga". A holistic approach to facial massage and removing tension and stress from the skin. Google search results have seen a 180% increase in "face yoga method" searches and 800% increase in "fumiko face yoga" over the last year. FaceGym has also gained popularity over the last year. The wellness industry's roots in beauty make this a brilliant area for innovation with skincare brands.
Highlight a 360 sensory experience from scent to texture, aesthetic and that slower self-care approach. Many indie brands reflect this well through their fresh and calming imagery and self-care suggestions from creating a luxury bathing experience to providing peaceful nature soundtracks for a relaxing vibe. There is room for innovation when it comes to brands offering sound in the sensory experience outside of a traditional spa setting. Perhaps this is something that future apps or Alexa Skills could utilise when it comes to beauty and tech.