At this time of year, it’s customary to talk trends – and I’ve got no plans to reinvent the wheel. For who doesn’t want to know what’s going to be huge in 2019? Yep, thought so – read on, read on…
One of 2018’s most consistent themes, sustainability will continue to be a hot topic in 2019 – from plastic packaging to palm oil and water use, consumers want brands to step up and save the planet to ease their collective conscience. The year looks set to kick off with a bang as Lush opens its first packaging free store in the UK and P&G launches its water-free DS3 brand. Not to mention the fact that, as it draws to a close, all those 2020 pledges will become due. That’s what we call pivotal.
With what we buy and its impact on the planet under the microscope, it’s no wonder that many consumers are questioning their need to buy at all. Enter minimalism – which, at first glance, appears to be a bit of a disaster for an industry that’s been dominated by 10-step skin care routines and complicated contouring rituals. However, the canny brand can benefit from this ‘skip care’ trend. Malin + Goetz, for example, is a label built on a ‘back to basics’ philosophy – with a simple 2-step regimen for face, hair and body. Shoppers are looking for efficacy and ease in 2019.
And on both of those notes, the year’s over-arching story will be one of transparency. The wool has been lifted from our eyes and we’re now questioning more than ever before. We want to know our products are cruelty-free, we want brands to disclose what’s in our products and, if Estee Laundry’s Instagram stories are anything to go by, we want them to justify the price too. Honesty will definitely be the best policy in 2019.
4) All about the ampoules
And as consumers gen up on their skin care science, it’s no surprise that one of the biggest product trends this year is set to be ampoules. Lauder and Arden have already innovated in this space while L’Oréal Paris will bring the trend to mass attention with a February launch of Revitalift Hyaluronic Acid Ampoules.
And perhaps as a direct consequence of our obsession with retinol and acid, if there’s one product set to become the Next Big Thing, it’s cica balm. A healing cream, it promises to reduce redness and irritation. Decleor will unveil its version in January while Kiehl’s and Dr Jart are among the forerunners.
Considering we’re all questioning the exact concentration of this and the source of that, it is perhaps surprising that another movement set to be huge this year is one that is all about ritual and balance rather than science and results. Beauty treatments inspired by Ayurveda, already a runaway success in India, are predicted to go global this year – Mauli Rituals on Net-a-Porter is a precursor while Amway is considering taking its herbal line, conceived initially for the Indian market, international. Expect a wave of wellbeing products, designed to soothe body and soul.
Want to know more – head to our ‘In Conversation With…’ section where you’ll find a round-up of 2018’s biggest stories. What’s more, a 2019 trends special is coming soon. Stay tuned!