beauty and grooming space as highlighted in the report, some key innovation examples include: l Multi-step me: In 2015, Korean skin-care brand Belif was launched in the U. S., stocked by retailer Sephora. The range features products that have not been traditionally used in Western skin care in a complementary routine, with up to seven steps including essences, gels and daily masks. l Health-inspired: With coconut water being hailed for its superior hydration benefits, Josie Maran’ s Coconut Watercolor Lip Stain + Shine is designed to provide up to 14 hours of hydration using coconut water while also providing long-wearing pigment.
P: As far as male grooming is concerned, what top trends are emerging among male consumers? M: In terms of male consumers, over the past few years, we’ ve seen an interest in products that promote faster facial hair growth. Asserting masculinity in an era when male grooming and looking after oneself is being increasingly accepted is an important driver, particularly relevant within Western markets wherein male grooming is relatively in its infancy compared to more mature markets, such as Asia.
In this respect, while metrosexuality has become a wellestablished trend within the male grooming space, needs are evolving and this has given rise to the recently coined“ spornosexuals” and“ lumbersexuals.”
Spornosexual is a new trend considered to be the next step for metrosexuality where emphasis is placed on enhancing both masculinity and sexuality with icons such as sportsmen providing the inspiration for this.
Lumbersexuals can, appearance-wise, perhaps be seen as the antithesis of spornosexuals, sporting full beards and the“ rugged” look. Nevertheless, this does not mean that they are any less interested in taking care of their appearance and engaging with products targeted toward their needs.
Therefore, the importance placed on highlighting masculinity represents an important driver within this trend and providing products which can cater to specific appearancerelated needs, such as facial hair, will be in demand by these appearance-conscious males. An example of innovation targeting this trend is Tom Ford’ s Conditioning Beard Oil for Men launched in the U. K. n
BEAUTY AND GROOMING TRENDS
Based on Canadean’ s surveys, the five key trends in the beauty and grooming space include:
1. Multi-step me: While multifunctional continues to grow, efficacy-driven consumers are increasingly willing to extend their beauty regimens to achieve the results they want. 2. Health-inspired: The overarching health movement creates opportunities to inspire beauty solutions with superfood ingredients and creates a more promising landscape for nutricosmetics. 3. Environmental protection: Awareness of the impact of self-imposed aggressors such as poor diet is established. However, concerns over damage from the external environment are widening. 4. Evolving routes to customization: Combining technology with custom solutions creates a highly relevant opportunity for brands and consumers looking for more effective and creative offerings. 5. # Iwokeuplikethis: Today’ s visual culture is driving the need to look naturally flawless through concealing imperfections, beauty“ cures,” and more holistic approaches.
August 2016 ■ PULSE 55