The Beauty market is evolving, we are in a period where people suddenly feel the need to look after themselves and seek those essentials their bodies require. 

Due to this sudden upside in the clamour for soothing beauty products, the skincare market is in a frenzy. 

The need to produce the perfect product for all skin types is the ultimate goal thereby making the toiletries and hygiene market one of the fastest growing markets in the world. We have highlighted some key trends which influence the decision of the consumers of these products. 

The environment – The environment is a huge factor to be considered when it comes to selecting beauty products. Continuous concerns about the environment have encouraged consumers and producers to contribute to sustainability. Consumers have come to believe that sustainability contributes to their sense of wellness.

Wellness – Every woman is always on the look out for a beauty product that will be healthy for her skin. No one wants to invest in harmful beauty products hence the prevalence of natural and organic formulations in toiletries and hygiene products. Personal hygiene and cleanliness are noted as criteria for a feeling of well-being. 

Making it unconventional – Customers are looking to experiment with new products and this has spurred new and exciting innovations especially in the make-up and skincare categories.

Solution approach – The need for specialized products to cater for specific needs is the approach to product development now. Consumers no longer want to use one product for all problems, they want their specific needs attended to. 

Digitalization – The online market makes it easy for consumers to sift through the products available and identify the ones that soothe their needs. 
 By Anne Agbi