• by Sarah Mahoney , December 7, 2015

Mintel is out with its predictions for the year ahead in the global beauty business, proving once again that the industry is determined to build relevance with consumers.

Among the trends beauty marketers are feeding on? Worldwide water shortage concerns, new energy sources, and a growing demand for tech, as well as throwback to its kitchen roots, with a new crop of gastro-inspired DIY products. Sarah Jindal, Mintel’s senior innovation and insight analyst, breaks down the four key trends for Marketing Daily.

*More tech, please Led by innovators like Sephora, which just launched its first 3.0 store in Paris, where shoppers are greeted by a robot and can find plenty of choices in an amazingly small space, beauty users are drawn to many tech developments. Augmented and virtual reality tech have wide appeal in showing consumers how to use products, and the popularity of wearable technology has given shoppers plenty of insight into their bodies. Mintel says 18% of Chinese consumers own a wearable device, while 48% of those in the U.K. say they’d like an app that tracks changes in their skin or moles. And that Sephora connected store? “I suspect that will become a popular format in a variety of markets,” she says, “because real estate is at such a premium.”

*Worldwide water issues With water shortages dominating headlines from California to Brazil, “this is definitely one with strong global implications. We’re noting a real rise in products that are waterless, water-free or rinse-free, as brands look to help consumers become more conscious of water use.”

For some brands, the message is about being eco-friendly, but for others, the emphasis is on luxury and exclusivity, with products using water from various oceans, lagoons and glaciers, even harvesting fog. And as is already happening in the apparel industry, brands will become increasingly obliged to show how they address water shortages in manufacturing.

*Upping energy levels With fatigue and low energy ranking as a top health concern, products are looking to make a power play. She says to look out for hair and skin care products that promise cellular rejuvenation, for example, and energy claims are already evident in 2015 new product launches. For example, RoC’s Pro-Sublime Anti-Age Eye Perfecting Serum has used patented E-Pulse Technology, inspired by electro stimulation, which is said to boost the skin’s natural repair systems. And Kanebo is using Advanced Energy Charge Technology to rev up cellular activity.

*DIY In The Kitchen Partially a reaction against other high-tech trends and partly the next logical jump from people obsessed with natural ingredients, organic and delectable edibles, and the endless possibilities of personalization, many products are leaving labs and headed for kitchen tables. Consumers can whip up these beauty products in their own kitchen, and brands are shifting to highlight the artisanal process, led by companies like Body Deli and Skin & Tonic, which are using small batch production and minimal processing for maximum freshness.

And beauty vloggers are popularizing simple recipes with wholesome ingredients like herbs, fruits, grains and oils, to help women enjoy customizing their own beauty hacks. “This one speaks to the importance of personalization and customization, and wanting to make a product mine,” she says. “And it also speaks to our craving for homey things.”