Innovative Trends in Cosmetics

As widely acknowledged, sector trend reports that capture the pulse of the global market provide considerable value to manufacturers across every sector and serve as an inspiration source when designing formulations. In this article, we will briefly examine how consumer trends expected to exert greater influence on our lives in the near future are reflected in the cosmetics sector, take a look at current examples of these trends, and consider what may lie ahead for us in the future. We can examine the trends directing cosmetics products under three main headings. The first trend is Enhanced Human. As the name suggests, Enhanced Human refers to a more advanced, more developed version of humankind. With accelerating developments in genetics, nanotechnology and robotics, the line between humans and technological devices is steadily narrowing; interaction is beginning to increase significantly. The reflection of this on the cosmetics sector, particularly on new product development, is expected to be that people will begin to control their health and beauty needs far more through smart technologies.

Consumer researchers will also provide us with insights on this trend. For example;

• In the United Kingdom, 48% of suncare users are interested in applications and devices that track changes in skin tone or spots. • Wearable device usage in Asia Pacific has reached 18%; this figure was recorded at 13% in 2014. • In North America, 47% of consumers are interested in trying facial care products integrated with diagnostic tools. Various product examples in the market will also inform us about the reflections of this trend. Romy Paris' company launched a product called Figure; presented as a beauty assistant, this device mixes encapsulated active ingredients according to the specific needs of users' skin as determined through smartphone applications, presenting them as serum or cream. Foreo Mode was launched as the world's first digital makeup artist. With this product combining 3D printing and facial recognition technology, you can obtain the most suitable makeup in just 30 seconds. Adorn designed the world's first 3D makeup pen, which allows you to create a foundation that instantly matches your skin perfectly (whether you have pale skin in winter, more bronzed skin in summer, or your skin is oily, dry or combination at various times). The product analyzes your skin tone, mixes the foundation inside, and delivers the product to your fingertips. The long-lasting foundation contains nourishing, protective, brightening and anti-aging active ingredients. Matrix Color Lounge's hair recognition/scanning device gives hairdressers the opportunity to simulate and test the hair color their customers request before application, allowing them to select the most suitable option. Now let us look at what the future holds for us in relation to this trend. Cosmetics manufacturers are testing their products on artificial tissues compatible with 3D-printed skin and hair structures before launching them to the market. LG U+ launched a smart mirror product integrated into bathroom mirrors that provides skincare recommendations and makeup suggestions. In the next version of this product, work is underway to provide integration to shower heads, enabling it to deliver the most suitable shampoo and shower gel your skin needs. Nutritional supplements are expected to function like nanobots, gathering information from the body. By sending this information to an application, it is expected to recommend products that consumers' skin or body needs. Microchips under the skin function as both wearable devices and mobile payment systems, analyzing skin, recommending needed products and also offering the opportunity to purchase these products. As a secondary trend, I will discuss water as the new luxury object. As is known, water now exceeds consumption levels and available sources, making it an increasingly valuable product over time. Consumers are becoming increasingly aware of this and, as a natural consequence, manufacturers are shifting toward reformulating their products so they are not dependent on water.

Looking at global consumer behavior statistics related to water consumption;

• 19% of American women and 13% of men aged 18-34 use dry shampoo. • 18% of French people shower more than once per day. • Pacific: People are facing difficulties in accessing clean water. Looking at product reflections of this trend in the market, we find various product examples, particularly in the global marketplace. Korean brand Whamisa launched a water-free product line in which botanical extracts are used instead of traditional deionized water. Cosmetics manufacturers are researching fruit and plant waters that could be used in products in place of water while also having nourishing, moisturizing and revitalizing properties. Freeze-dried fruit powders with high antioxidant content, semi-solid products with reduced water content, and micellar products are finding a place in the waterless products trend. In the future, it is expected that this trend will secure a place in many global manufacturers' new product development plans. For example; cosmetics manufacturers are expected to collaborate with bathroom equipment manufacturers and develop new products to reduce time spent in the shower; low-lather cleansing products could reduce the rinsing time spent in the shower. Manufacturers, hotels and beauty centers could focus on water recycling. New-generation faucets are envisioned to provide options such as drinking water, hand and face washing water, and recycled water, rather than a single type of water for each application. The PH2OG device captures air-sourced water from clouds and mist without requiring extra energy and without causing environmental pollution or groundwater depletion. Beauty product manufacturers could also obtain the water they use in their products in this manner. Waterless and rinse-free products are expected to impact the sector, and the proliferation of spas and salons with the same concept is anticipated. Aerating faucets and shower heads can provide consumers with the sensation of rinsing without the need for water. As a final trend, it is appropriate to mention the personal energy trend. Looking at the background of this trend; as the pace of modern life increases and consumers face energy crises, cosmetics brands aware of these energy problems faced by consumers in their daily lives have begun to emphasize energy-containing claims in their products.

Briefly looking at consumer research on the personal energy trend;

• 79% of British adults dislike having low energy levels. • 72% of Chinese consumers aim to improve skin quality by improving sleep quality. • 62% of Brazilians say sleep is in the top 3 for healthy living. As an example, organic personal care brand Neom collaborated with renowned sportswear brand Sweaty Betty to develop a Personal Care collection with a "Scent to Energy" concept. The collection consists of products such as energizing, anti-stress and detox care creams, body spray, shower oil and pillow spray. According to their contents, products are recommended to be used with the care cream before morning exercise and the body spray to be used after exercise. ZIIP Nano Current Skincare Device delivers concentrated electrical impulses to the skin, increasing ATP levels. The product is designed to be used together with a gold-conducting gel, four different programs, and an iPhone application containing electrical cocktails. The gold-conducting gel increases electrical conductivity while also ensuring that the active ingredients it contains reach cells efficiently and effectively. Looking at future reflections of this trend, beauty brands will aim to combine the benefits derived from energy with human senses by playing with structures. This innovation will include formulas with quick-heating structures, and formulas containing tingling and sparkling sensations that deliver rapid effect while slowly and continuously burning over a long duration. Again, in the near future, beauty brands will combine fat-burning accelerators and energy-giving personal care products for exercise-practicing consumers with fitness programs, offering consumers a two-in-one care concept. Özge Yüksel Özel Technical Business Development Manager Azelis TR

References •Chalmers, S. L. (2016), Mintel's 2025 BPC Trends •http://www.cosmeticsdesign-europe.com/Formulation-Science/Meeting-consumer-demands-for-waterless-products •https://www.trendhunter.com/cosmetics •https://www.cosmeticseurope.eu/cosmetics-industry/innovation-and-future-trends-cosmetics-industry/