Creme beauty 2022, it's the turn of the fermented ones - Lifestyle

Aware and ethical, the beauty consumer of 2030 – Lifestyle

More aware, attentive to ethical values, probably with less time available. And almost always already informed about the product. It is the portrait of the beauty consumer of 2030, “son” of the pandemic, the lockdown, the digital boom and also the ethical and social battles of recent years. A recounted is the first edition of the Milan Beauty Week, with a dedicated beauty talk that has tried to draw the profiles of those who in ten years will approach the purchase of a lipstick or a shower gel. “The cosmetic consumer of the future will come from a real revolution – says the head of the Italian Cosmetics Study Center, Gian Andrea Positano – Between the pandemic and the lockdown we have witnessed such an acceleration, that in 18 months the changes that awaited in 5 have materialized -10 years, especially in the reshaping of distribution channels and habits of those who buy. Just think – he quotes – that 66% of consumers have changed the way they shop following the pandemic. And 88% will continue to review the own behavior in 2022 “. Recalling that in ten years, the young generation Z (ie those born between 1995 and 2010) will rise strongly in the limelight of “strong” consumers, “the important trend already underway will be the ever greater desire to express themselves – says Nicola Giorgi, Senior Advisor of Pwc Italia – We see it in the digital field, for example with the success of the metaverse, in the physical world with make-up and also in the ethical sphere. This is the generation devoted, for example, to gender fluid and abatement of every kind of barrier. Therefore, it will not be enough to be just a brand, but it will also need a reason for existing, a way in which a company will have to affect society “.
And some keywords will be the most sought after in purchases related to wellness and beauty. “Effectiveness will be the first value – assures the president of the National Consumer Union Massimiliano Dona – And it cannot be separated from the green theme, even with some confusion at times between natural and sustainable, which do not always go together”. Indeed, the way you buy has already changed. “Until 10 years ago we followed a linear process, entering a shop – adds Giorgi – Today you order online by watching an influencer while you wait for the bus and in the evening the product arrives at home.
Or, already now, 50% of general consumers enter a store to try a product they already know via the web.
However, for beauty – he underlines – there will always be a need for the shop, because the perfume must be felt, just as the texture of a cream must be touched. But it will be increasingly important to find someone prepared to answer questions. “In 2030, the Cosmetica Italia Report reads, the pre-Covid beauty standards will be consolidated, from invisible make-up to natural beauty. Restrictions loosened to prevent spread of the virus, the focus will return to face make-up. For skin that is irritated and stressed by long periods with the mask, the focus will be on delicate and functional textures.
“The ‘moisturizing’ claim will be fundamental and will cover 55% of make-up products, when it did not exist just five years ago”. Already today 14% of the Zeta Generation pays maximum attention to safe and naturally derived ingredients, And 50% perceives beauty through hygiene and self-care. “They will look for products with a natural orientation – concludes Positano – minimalist beauty routines” and without all the lockdown time to devote to self-care, “they will powerfully return to multifunctional cosmetics”. (HANDLE).

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