Mintel: Green Trends to Dominate Beauty Sector

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January 11, 2011

The key trend set to shape innovation in the beauty category in 2011 will be green and ‘down to earth’ products, according to experts at Mintel Beauty Innovation.

Closely linked with sustainability, the “down to earth” trend addresses the practicalities of making and marketing green beauty. “Factors include managing price pressure due to varying supply and demand of natural and organic raw materials and learning to master the challenges of green chemistry — such as the use of sustainable surfactants, ‘green’ solvents and alternatives to parabens,” Mintel said. “Free-from formulas — a key trend in 2010 — continue to evolve in an effort to avoid petrochemically-derived ingredients.”

In 2010, 13 percent of new skincare, hair care and cosmetics made paraben-free claims, up 5 percent from 2008. Nearly 9 percent of new skincare, hair care and cosmetics made organic claims in 2010, twice as many as in 2007. All-natural claims were found in fewer than 3 percent of launches in 2010.

“Paraben-free claims actually outpaced organic and all-natural claims in new skincare, hair care and cosmetics launches in 2010, backing up Mintel’s Nu Natural trend that predicted that brands would emphasize results and free-from claims over certification,” said Nica Lewis, head consultant at Mintel Beauty Innovation. “[This year] will see beauty companies placing increased importance on the environment, focusing on sustainable sourcing with attention to maintaining biodiversity. A renewed emphasis on repackaging to minimize waste will also be a factor.”

Around the world, anti-aging claims are still vital, with more than one in four launches making this claim, up 5 percent over 2009. New skincare products with environmentally-friendly packaging were also up 5 percent from the previous year, showing manufacturers’ commitment to recycling and eco-friendly materials — a trend Mintel said will continue.

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