Health is of paramount importance to Chinese consumers as they consider the effects that outside contributing factors have on their health and lives.
“Combine the two, and people are more aware that how they live and what they consume can have an effect on their health. By being more balanced, in life and consumption patterns, consumers believe they can enjoy healthier lives,” commented Matthew Crabbe, Regional Trends Director, Asia Pacific, at Mintel.
Overall wellbeing
Today, there is the common belief that contributing to the environment and working to benefit it can have an overall impact on consumers’ sense of wellbeing.
“That, as a bonus, can help the environment, and so make them feel even better about themselves—for doing something positive for the environment, as well as for themselves,” stated Crabbe.
What will this look like in 2018?
In 2018, the shift lays in that the balanced life story “is both an opportunity for brands to shout out about their sustainability credentials, and show how they are caring for their consumers”, confirmed Crabbe.
As attaining a balanced life becomes a core part of consumer preferences and concerns, this is set to impact the shape and frequency of brands' sustainability initiatives: “This trend should certainly be part and parcel of brands' sustainability initiatives,” highlighted Crabbe.
Green cosmetics will feature highly too, as they will continue to dominate development plans and product launches as new formulations, textures and ingredients are explored.
Mother nature
Mintel’s Global Beauty and Personal Care 2018 Trend ‘Playing Mother Nature’ delves into how the natural beauty ingredients concept is growing in an ever-changing world.
“With evolving consumer demands and climatic changes seen across the globe, the beauty and personal care industry’s approach to natural and sustainable ingredients must adapt,” emphasised Angelia Teo, Beauty and Personal Care Research Manager, Asia Pacific, at Mintel.
Increasing, consumers are demanding “pure and efficacious products” and as such, “a dependence on science and technology will be essential for the future of beauty products".
“Naturals are increasingly popular with consumers as they are perceived as purer and safer,” noted Teo. This combined with concerns about their carbon footprint and the impact on the environment will only serve to increase this.
“Being viewed as 'green' has become a trend, and for some, a lifestyle choice,” observed Teo.
A natural routine
Mintel research shows that 45% of Chinese female consumers use a facial skin care plan that use products made from natural ingredients or herbs to improve their skin.
There are calls for brands to direct their attention to becoming more local in terms of gathering their ingredient sources. This will “create opportunities for consumers to protect and preserve resources within their surrounding environment”, highlighted Teo.
Indie and multinational approaches
When it comes to cosmetic launches, there is a stark difference between indie and multinational companies’ marketing and distribution strategies.
Indie brands manage to attract a large audience to their products through “smart, innovative communication techniques across new media, new digital channels and even distribution strategies”, welcomed Teo.
“While this may not be true of all indie brands, some are able to demonstrate product features very clearly through visual communication or content creation that connects emotionally online with the consumer—which works well on channels such as WeChat,” found Teo.
This results in significant interest, demand and engagement with future customers, which may very well occur before the item has even hit the e-commerce store or shelves.