At IN-COSMETIC GLOBAL in Amsterdam, the leading event for cosmetics and personal care ingredients, I had the chance to attend a fascinating session to better understand the consumer of the future. The session, led by Mintel, titled “Think Slow, Move Fast.”
The core idea?
The future of beauty lies in the balance between mindfulness and innovation.
Consumers are no longer chasing trends just for the sake of it, they’re looking for meaning, connection, and simplicity.
Mindful Consumption in a Noisy World
We live in an era of cognitive overload. According to Mintel,
- 68%* of UK consumers feel overwhelmed by choice in the beauty sector.
- In France, 75%** of adults take time to compare prices before purchasing.
- And 90%*** of Canadians prioritise mental health as part of overall well-being.
The message is clear: clarity trumps complexity.
Take The Ordinary, for example. Their minimalist product design and transparent formulations help reduce decision fatigue. I was impressed by the example MINTEL gave about what they did with the renewed version of their 2% + B5 serum. When they introduced it, it didn’t resonate with consumers as expected, so they brought back the original formula.
* UK: 2,000 internet users aged 16+ Source: Kantar Profiles/Mintel May 2024
** France: 1,000 internet users aged 16+
***Canada: 1,000 internet users aged 18+ Source: Kantar Profiles/Mintel, September 2024
The Ordinary’s strategy is a great reminder that innovation should be meaningful, not pursued at all costs. Sometimes, consumers simply prefer the existing version even if it’s not the most advanced one!
Emotions Drive Loyalty
Consumers aren’t just buying products, they’re buying feelings. Emotional branding creates strong connections by tying positive feelings to a brand, building lasting loyalty.
For example, 69%* of Dutch adults enjoy beauty products that remind them of the past.
For me this product would be Color Riche of L’Oréal Paris: that unmistakable scent instantly speaks to both my mind and heart, bringing back the vivid image of my mum getting ready to go out when I was a child.
Emotional anchoring also made me think of Glossier’s collectible gadgets, like the cherry-shaped lock from the Black Cherry collection or the Glossier passport to collect stickers and memorabilia of the brands.
These gadgets awaken the same excitement we felt as teenagers, when we couldn’t wait to discover the best gift or poster hidden in our favorite magazine. It’s that playful thrill of exclusivity and discovery that makes the brand experience so emotionally engaging.
*Netherlands: 1,000 internet users aged 16+ Source: Kantar Profiles/Mintel September 2024
Smart Tech, Human Touch
Technology plays a crucial role in personalization, but it must stay simple. 34%* of U.S. personal care shoppers have purchased products recommended by a brand or retailer’s skin diagnostic tool.
I personally love Kiehl’s Instant Skin Reader because it’s an easy and smart way to get to know your skin better. All you have to do is scan the QR code with your phone, take a quick selfie, and the tool does the rest. It analyzes your photo by comparing it to a database of over 10,000 other faces. In just a few seconds, it identifies the areas of your skin that might need a little extra attention, whether it’s dryness, dullness, or uneven tone, and then it gives you a personalized skincare routine tailored to your specific needs. It’s a great starting point if you want healthier, glowing skin without the guesswork.
The takeaway for the consumer of the future? Use insight-driven tech to personalize, not paralyze.
*US: 1,973 internet users aged 18+ who buy select personal care products Source: Kantar Profiles/Mintel July 2022
Slow Down to Build Long-Term Trust
Slowing down doesn’t mean standing still. It means being intentional. Brands like You Are Looking Well are addressing the consumer of the future focusing on long-term results rather than instant gratification. I found this brand very interesting since they are proposing a holistic approach to skincare.
Their routine includes a day and night cream, of course, but also a day supplement to support gut and skin health, and a night supplement to promote deeper, longer sleep. After all, healthier skin starts with a balanced gut and quality rest.
If we now try to imagine the future of beauty, the consumer of tomorrow will likely start her day mixing her own skincare routine, listening to a playlist created just for her beauty ritual, and seeking moments of connection throughout the day.
The result? A personalized, holistic, emotionally resonant experience!
If we had to summarize everything into just three golden rules they would be these:
- Simplify Mindfully – Cut through the noise with clarity and intention. Simplicity isn’t about doing less, it’s about doing what truly matters.
- Innovate Thoughtfully – Innovation should solve real needs, not just chase trends. It must add value in a meaningful way.
- Evoke Emotion – The most powerful brands are the ones that make us feel. From nostalgia to excitement, emotion is what creates true connection and lasting impact.
This is as Mintel beautifully put it and I honestly love this deeper but simpler approach to beauty:
The future of beauty is neither rushed nor complacent. It’s thoughtful motion.
The article was written by Elena Frisa, former Marketing Director at L’Oréal Switzerland and the Founder of THE BRAND BOTTEGA. Advisor of Evolut.
