Mintel IDs 5 ways for brands to reach active beauty consumers

CHICAGO — With wellness taking center stage in informing many consumers’ decisions, a report from Mintel is emphasizing the ways beauty brands can align themselves with shoppers more interested in leading healthy lives. 

 

One key way for beauty brands to leverage wellness is to link the products’ benefits to fitness — the report mentions that Sweat Cosmetics’ mineral makeup is marketed as “makeup that moves with you and Eyeko’s Waterproof Eyelinee is marketed as being able to “stay on even under extreme sport conditions.”

 

Companies can also make their products look effortless to appeal to sporty shoppers’ needs. In late 2016, Mintel notes that Tarte Cosmetics launched what it describes as “the yoga pants of skincare,” including tinted moisturizer with SPF, sweat-proof mascara and tinted lip balm. And alongside effortless beauty comes practical packaging, with bottle sizes and products made for consumers on the go. Mintel points to Milk Makeup’s ability to be applied with the fingers and Milk’s Vibes Vibes Vibes brings its four best-selling sticks into one waterproof bag. 

 

“Brands looking to capitalize on the ‘active beauty’ trend should consider their product benefits statement and ensure messaging clearly conveys why

and how athbeauty products stand out from the normal portfolio,” Mintel says.

 

Brands can also consider an active lifestyle as an ideal space to highlight their products’ protective abilities. Mintel notes that’s Korean athbeauty products are more oriented as sun protection for active people than beauty products. Another angle that brands can take is marketing to extreme sports fans, with the report noting some companies that create lines specifically for skateboarders, snowboarders and other extreme athletes. 

 

Looking forward, Mintel predicts brands to look toward temperature and encapsulation technology to create products that can melt, then form a hydrating barrier as they cool. It also predicts some brands will work with DNA analysis companies to help consumers figure out their ideal workout regimen. 

 

“In 2017 and beyond, beauty brands are expertly positioned to support healthy lifestyles with products formulated to meet the specific needs of active consumers,” the report says.