the skin care category continues to grow and develop at a fast pace, with social media driving purchasing and having a large positive influence.” With 2022 bringing TikTok trends from skin cycling to slugging, glass skin to glazed donut skin to the forefront of beauty, Cambridge says, “Social media allows consumers to see the impact and benefit of products, inspiring consumers to go out and try the products for themselves.”


EXPERT APPEAL Outlook


In the year ahead, specialised skin care will come to the fore, with brands doubling down on meeting individual needs


Q


uality over quantity, more specialised products, proven efficacy and multitasking hybrids: these are some of the key themes set to shape skin


care over the coming years.


A category predicted to reach a value of $122bn globally in 2023 and achieve solid growth of 4.1%, according to Euromonitor International, skin care is expected to remain strong, although the impact of macro-economic trends will inevitably be felt. “The lingering global instability, cost-of-living and energy crises will continue to impact the spending power of consumers, with many looking to simplify routines by reducing the number of products they use,” says Michelle Cambridge, Head of Operations at The Red Tree. Nevertheless, she says, “Overall,


FORECAST GLOBAL SKIN CARE SECTORS, VALUE & GROWTH, 2023


FORECAST GLOBAL VALUE & GROWTH, 2023


$122.0bn +4.1


Total skin care. Source: Euromonitor International


Benefit aims to create a new category with its problem- solving Pore Care range


Focusing on skin conditions Another key influence on skin care will come from the wider diversification that is happening across beauty – and this will impact the kinds of products that brands decide to launch. “As hair care and colour cosmetic players continue to incorporate skin care ingredients and features into their products, skin care players will put greater focus into more specialised products that diversify and expand category reach,” says Spicer. “We already witnessed this in the UK in 2022 with Boots’ skin:edit range for visible skin changes experienced during perimenopause and menopause, and Boots Dermacare Rosacea Treatment Serum for rosacea symptoms.” “New and exciting innovation is not only raising awareness of products but is highlighting skin conditions,” adds Cambridge. This will continue in 2023 and beyond. “A greater focus on meeting individual needs and innovation for untapped skin conditions are expected to be key growth areas for the category,” says Spicer. For example, Benefit introduced its problem-solving Pore Care range after customer feedback revealed frustrations over a lack of solutions to make pores less visible. Another category to keep an eye on in 2023 is acne treatments, says Spicer. “Despite the fall in ‘maskne’ prevalence post-pandemic, the category demand remained strong in 2022 owing to an increase in acne-related stress caused by geopolitical issues and inflation,” he says. Whether they are honing in on specific skin concerns or focusing on their multitasking appeal, the message for brands is to establish their expertise in their area and position themselves as trusted and reliable players in the space


EXPERT INSIGHT: SCULPTED BY AIMEE


Aimee Connolly, MUA and founder of skin care and make-up brand Sculpted by Aimee, shares the trends she expects to rise in 2023


Facial care $96.6bn +4.6


Body care Hand care $2.7bn +1.1


$14.6bn +2.3


Source: Euromonitor International


Sets/kits $8.1bn +2.3


The lines between wellness, beauty and health are becoming more and more blurred – being healthy and feeling well will ultimately boost your skin and confidence. In 2023, I anticipate we’ll see a lot more of this. For instance, a rise in multitasking skin care-make-up hybrids – skin-boosting serums that also blur out pores and add a healthy glow that can replace your base make-up. Beauty tech is also massively on the rise. Everything from LED masks that help heal skin worries to micro-current devices that can lift and sculpt, we’re likely to see more high-tech solutions enter the marketplace.


18 cosmetics business March 2023


cosmeticsbusiness.com


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