Product Innovation in Beauty and Personal Care

September 2024

This report utilises Euromonitor International’s new Passport Innovation portal to explore new brand and sub-brand launches in global beauty and personal care. Three key innovation platforms are identified for global beauty and personal care in 2023/2024, with product examples from large global e-commerce retailers over the last 12 months.

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Key Findings

“Curly” hair-positioned products part of hair care innovation, diversity and inclusion trends

There is an ongoing global movement to embrace natural hair textures, especially curly, coily or Afro-textured styles. The past few years have seen the debut of new brands exclusively for curly hair – a welcome shift, since many markets are still dominated by products that cater to straight hair. Curly hair-positioned products incorporate protective ingredients, such as lipids, shea butter, olive oil and sesame oil, that have been formulated specifically for curls, anti-frizz, and thermal-protecting benefits.

Moisturisers and treatments lead skin care launches, driven by consumer demand for more concentrated formulas and serums

Skin care is projected to grow by 3.3% in constant terms globally in 2024 – up from 2.9% in 2023 – driven by launches of new products that are multifunctional and multi-benefit. Newer skin care launches will take a more proactive approach to skin concerns, such as anti-ageing claims. Acne treatments lag behind other skin care categories in product innovation, but opportunities exist, especially in adapting products to work with make-up more seamlessly, or launching new products in the form of patches, which have proven popular with Gen Z consumers, in particular.

Sun care launches grow significantly through multifunctional, ethical positioning, driven by rising consumer awareness

As consumers become more aware of the advantages of using sun protection year-round, product variety in sun care continues to increase. Mineral-based sun protection products are becoming more popular, as are self-tanning products as an alternative to sun exposure. Premium sun care brands are emerging, while innovation in Asia Pacific brands is crossing over to other markets.

 

Summary 1 innovation in beauty and personal care
Passport Innovation: What is covered?
Key findings
Beauty and personal care innovation overview by country
Beauty and personal care innovation overview by category
Beauty and personal care innovation overview by retailer
Recent launches from Nivea and L’Oréal Paris focus on emerging benefits
Top three innovation trends in beauty and personal care
Embracing natural hair textures: Curly/coily/afro-textured hair
Conditioners and treatments make up half of new product launches in hair care
Kerastase leads product innovation of curly hair-positioned products
Canada, Brazil and Scandinavian markets test out curly hair new product launches
Curlsmith strengthens presence in the US and expands to online retailers globally
Proactive skin health: Active ingredients, concentrated formulas
Rank of top markets aligns with launches, but much room to grow in Mexico
Skin care brands launch through online retailers in France, Spain and Saudi Arabia
Garnier Body Super Food line continues to find success with retailers since its 2022 launch
Everyday essential: Multifunctional, ethical sun care
Sun care launches peak in March globally, but in Southern hemisphere, peak is in January
US experiences the highest number of new sun care brand launches
Tinted sun care launch in the US, while Swiss and Korean brands expand to Germany, India
Canadian-founded clean, ethical sun care brand finds niche in wellness-orientated retailers
Recommendations: How to win
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