Forces of change in the field of beauty and cosmetics

According to the report by KANTAR, the world’s leading data, information and consulting company, on the future trends of beauty and cosmetics there are three main forces of change in this area.

So what has changed in the world in 2021 from a consumer point of view? Using Kantar’s MONITOR Energies framework, Protection, Wellbeing and Flow are the three highest ranked needs globally, while Simplicity is less important and ranks last

1) Protection is now the #1 consumer need! Probably due to the insecurities caused by the pandemic, the need for physical security has increased more in the last five years.

2) Also, driven by the pandemic, the need for Flow is increasing. Access to products and services when and where you need them has increased by ten percentage points over the past five years.

3) Daily innovation is much more important now. Two-thirds of global consumers now agree that they are always looking for “new experiences and sensations that will enliven their daily activities” (up seven percentage points from 2017).