The biggest skincare trends of 2021
And, just like that, we have almost reached the end of 2020. What a year it has been. While it came with its fair share of ups and downs, this year brought us together in a way that many of us could never have imagined. We have shifted our ways of living, working and communicating, leaving many industries changed forever.
To mark the end of this eventful year, we gathered together the team at Cutitronics to talk about the biggest beauty and skincare trends of 2020, and to predict what will take off in 2021.
All things digital
The beauty industry experienced a monumental shift this year. A sector which once relied so closely on face-to-face contact was forced to move online in a matter of weeks, accelerating its digital capabilities and finding new and innovative ways to connect with the consumer.
This boost in digitalisation brought a new wave of skincare apps and technologies, helping consumers to assess their skincare needs at home. Harnessing the latest developments in artificial intelligence (AI) and virtual reality (VR), these technologies gave consumers the ability to signpost possible problems, view recommended products and manage their skincare regimes, creating a truly personalised and tailored experience.
These technologies will only continue to develop in 2021, along with the convergence of skincare and beauty in single devices. Consumers understand the importance of an effective skincare routine, and technology is helping them to achieve optimal results from the comfort of their own home.
An omnichannel approach
Another significant shift we have seen this year is the move to an omnichannel approach. While the industry previously focused on a multi-channel strategy, using numerous independent channels to target their consumer, brands are now integrating various physical and digital channels to create a seamless and unified experience. This includes the use of social media, mobile devices and apps, alongside traditional avenues such as mass-advertising, websites, and direct marketing approaches.
Many brands have effectively adapted their way of working to take full advantage of new technologies, engaging with consumers via WhatsApp, IGTV, live streaming and hosted webinars. What’s most clear is that, regardless of what channels brands choose to engage on, consumers are looking for superior customer service above all else.
The global switch to digital alongside a rise in personalised technologies and products has highlighted just how personal skincare really is. A ‘one size fits all’ approach no longer works. Even for one individual, skincare needs can vary drastically depending on the time of year, work environment and weather conditions.
While new technologies are making progress in this area, using selfies to assess skincare needs and recommend tailored products, variables such as lighting and camera quality can alter results. By blending lab-standard technology with in-depth skincare knowledge, our suite of Cutitron® technologies will allow consumers to determine their exact skincare needs at that point in time, recommending the product they need and dispensing the precise amount required.
By unburdening the consumer, brands will soon be able to effectively support their clients on their individual skincare journeys, educating them on their changing skincare needs and helping them to achieve optimal results without stepping foot outside the home.
A spotlight on self care
If there is one positive to take from the global pandemic, it has encouraged a mindset shift towards greater wellbeing and self care. With more free time and a slower pace of life, consumers are investing in products and services which help them to look after their physical and mental health.
However, a recent Ogilvy study identified a ‘wellness gap’ in the industry, discovering that while 80% of consumers are looking to improve their wellness, 75% expect brands to do more. It is evident that there is a real demand as we approach 2021 for brands to incorporate self-care into their ethos and offer products which optimise the time that consumers can dedicate to personal wellness.
Inside out/Outside in
A greater focus on self-care has also encouraged consumers to take a more holistic approach to wellness, recognising that the ingredients we put into our bodies are just as important as the ones we use on our skin. Diet and hydration are key elements of an effective wellness routine and consumers will continue to prioritise these as we move into 2021.
Additionally, as mask-wearing becomes a part of our daily lives, and looks to continue for the best part of 2021, consumers are beginning to upgrade their skincare routines to combat ‘maskne’ related symptoms. While it’s crucial that people remember to wash their masks frequently to prevent bacteria build-up, drinking plenty of water is equally important to remain nourished from the inside. We are also seeing a growing demand for natural ingredients and remedies to combat blemishes when they do occur, complimenting a move to more sustainable, conscientious consumption behaviours.
While brainstorming trends for the year ahead, the Cutitronics team also took the opportunity to reflect on this year and the opportunities that it created. We were incredibly fortunate to have expanded our team during lockdown, creating a completely virtual onboarding process and finding new ways to teamwork from afar. We also took a huge leap forward in July, establishing a base in the beauty capital of the world, Paris.
As we gear up for our commercial launch next year, we express endless gratitude to our team, our partners and our clients for their continued support and guidance in the development of our technologies. While 2020 has been completely unpredictable, it has also brought great opportunities, and we can’t wait to see what will be next for us in 2021.
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