This report outlines six key trends which Datamonitor Consumer believes to gain traction in 2015, having already been seen to be emerging in 2014. These trends are likely to impact the beauty industry by influencing future innovations and represent high potential avenues for brands to explore.

1. Snapshot: Beauty Trends to
Watch in 2015
Six emerging innovation opportunities in personal care
Brief
Consumer Insight

2. Six Personal Care Trends to Watch in 2015
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Top beauty trends for the coming year
This report outlines six key trends which Datamonitor Consumer believes to gain
traction in 2015, having already been seen to be emerging in 2014. These trends are
likely to impact the beauty industry by influencing future innovations and represent
high potential avenues for brands to explore.
The trends are not listed in order of preference or magnitude, but are simply
numbered in the order that they appear in this presentation
1. “Smarter” skincare
2. Photo-ready cosmetics
3. “Hair-ceuticals” and beyond
4. Perfumes Plus
5. Bi-directional beauty
6. Personalization gets personal

3. “Smarter” skincare
The expansion of devices with more complex functions
Source: [1] Datamonitor Consumer’s Q4 global survey 2014; [2] OKU website 2015; – Image: TechCrunch website 2015
Predictive devices
• The beauty devices space is rapidly expanding and there is a
growing shift in innovation towards devices which provide a
holistic approach to meet users’ skincare requirements.
• Designing devices to analyze and predict future needs
through skin diagnostics will appeal to the growing demand
for individualized beauty consumption experiences.
Professional results at-home
• Beauty devices offer a long-term investment and convenient
way by which consumers can achieve salon professional
results in the home.
• The addition of predictive functions and treatments can better
position devices as a viable tool to pre-empt skin conditions
to ensure good skin health and appearance in the long-term.
Meeting the demand for effective and connected beauty
treatments
• Consumers are seeking out more effective beauty solutions
to beauty concerns. Predictive devices will be well placed to
achieve this, and are an emerging segment in the beauty
space. Additionally, this approach also creates opportunities
to tap into the growing need for integrated solutions through
combining beauty devices with smartphone apps.
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OKU
Available for pre-order, OKU is an iPhone
connected skincare device which works by
scanning the skin (as often as desired) and
then offering real-time, personalized
skincare advice through the app. The
product is essentially a skin personal
trainer. It claims to account for lifestyle
information alongside the scan to give a
“SkinScore”. It then helps to improve the
skin through advice on lifestyle, diet, and a
specific routine combined with daily goals
to improve skin wellness.2
Almost a third (32%)
of global consumers
do not currently use beauty devices but
would consider using them in future
highlighting the high potential for
innovation expansion in this category.1

4. Photo-ready cosmetics
Offering a “photo-finish” for today’s connected consumers
Source: Datamonitor Consumer’s Product Launch Analytics 2015; [1] Datamonitor Consumer’s global survey 2014; [2] The Telegraph, September 2014
Beauty products which capitalize on the “selfie” culture
• The formulation and positioning of beauty products in order
to deliver a photo-finish effect for consumers wanting to take
and share images of themselves.
• Easy-to-use solutions which are positioned for photo
occasions both inside and outside the home, allowing
consumers to conveniently touch up their appearance for the
unpredictable and impromptu “selfie” opportunity.
Limitless interaction
• The rise of social media has resulted in limitless social
interaction and an image-based culture. Consumers are no
longer limited to face-to-face social occasions, being
consistently engaged with others through digital image-based
platforms. Therefore, there now exists more pressure to “look
your best” at all times driving a need for products which can
facilitate the “perfect” selfie to engage with social media.
Brands can benefit from being “selfie” partners
• As consumers seek out the best way to look their best at all
times, particularly with the need to take “selfies” in mind,
brands will benefit from offering products which can assist in
facilitating this with targeted products for this specific
purpose. The launch of “photo-finish” solutions represents a
high potential innovation area given the currently limited
products available positioned towards this.
4
Dior Skinstar Studio Makeup
Foundation
Launched in late 2014, this
illuminating foundation claims to
use “’light pulsion' technology,
which breaks up harsh light by
scattering it across the face to
make users look instantly more
photogenic.”2 Dior studies
showed that 42% of women
looked to foundation to improve
their appearance and improve
confidence when being
photographed.2
Over a third (34%)
of global consumers
somewhat/completely agree that they
“touch up” their personal appearance
throughout the day.1
The product highlights how brands can
influenced products using the desire for
an improved and enhanced appearance in
photographs, particularly relevant with the
growth of the “selfie” culture.

5. “Hair-ceuticals” and beyond
The expansion of cosmeceuticals into other beauty categories
Source: Datamonitor Consumer’s Product Launch Analytics 2015; [1] Elizabeth Arden website 2015; [2] Datamonitor Consumer’s Q4 global survey 2014
Expanding beauty “cures” into new categories
• The development of pharma-inspired beauty solutions
designed to “cure” perceived beauty flaws and enhance
appearance beyond the skincare space.
• While becoming rapidly established in categories such as
haircare, more granular beauty concerns such as lash, brow,
and nail quality all represent areas for growth.
Enhancing appearance
• Consumers are no longer seeking to just maintain their
appearance and are searching for products which can
improve, enhance, and cure specific concerns. This
combined with the aversion to surgical and more aggressive
cosmetic treatments is resulting in the migration of pharma-
inspired beauty formulations into new categories such as
haircare, and make-up, targeting more granular issues.
Efficacy is a key driver and opportunity for new categories
• As many consumers perceive efficacy being compromised by
the simplicity of solutions such as multifunctional, creating
targeted single function solutions can be a method of
enhancing efficacy credentials and better addressing specific
beauty concerns. This also expands the opportunities for
brands in wider categories to take advantage of the rapidly
growing cosmeceutical trend.
5
Elizabeth Arden
Prevage Clinical Lash +
Brow Enhancing serum
Claiming to be clinically
tested, the product
features an “exclusive
triple peptide complex” in
order to lengthen and
thicken lashes as well as
“improve the look of
sparse or thinning
brows”.1
Almost a third (28%)
of global consumers
agree that reducing or curing visible
imperfections is the greatest benefit of
using beauty/grooming products.2

6. Perfumes Plus
Fragrances with multiple benefits
Source: Datamonitor Consumer’s Product Launch Analytics 2015; [1] label.m website 2015
Harnessing the fragrance category
• All-in-one beauty fragrance solutions which feature multiple
and complex beauty benefits alongside scent, such as sun
protection, foundation, skin primer, skin anti-ager, and skin
whitener (depending on the market).
• Multifunctional fragrance solutions are in their infancy
representing a high potential growth area and a novel beauty
approach.
Consumers want more multifunctional and convenient
products across their entire beauty regime
• Consumers continue to seek products which deliver on
value, convenience, and efficacy through containing more
than one benefit. With multifunctional beauty products seeing
a proliferation of launches within skincare, haircare, and even
nailcare, multifunctional beauty perfumes represent an
important innovation opportunity for fragrance brands.
Brands need to maintain efficacy to engage consumers
• Fragrances have a unique advantage for multifunctional
solutions due to the spray on application method offering a
more convenient and even coverage solution.
• However, fragrance brands innovating in this way need to
ensure that they can deliver on the efficacy of the cosmetic
benefits without damaging the integrity of the fragrance.
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label.m Hair & Body Perfume
This recently launched
perfume is suitable for both the
hair and body and is
formulated with citrus blossom,
white florals, and rich woods.
The product features argan oil
to nourish, protect, and (for the
hair) add shine.1
L’Occitane Arlesienne
Beautifying Powder
This product combines a
beauty powder designed
to illuminate and soften
the skin alongside
fragrance made from rose
extract, sweet violent, and
saffron.

7. Bi-directional beauty
Combining cosmeceuticals with nutricosmetics
Source: [1] Z Skin Systems website 2015; – Images: Z Skin Systems website 2015
Combined solutions from the inside and out
• Beauty systems which include topical creams and lotions
alongside ingestible beauty supplements in order to create
a complete solution which works from the inside and out.
• The widening and increasingly granular expanse of functions
being seen within cosmeceuticals creates new angles for
nutricosmetics such as anti-aging, hair thickening, and
targeted wrinkle reduction.
Efficacy driven beauty
• The cosmeceutical trend highlights the importance of efficacy
driven beauty choices for today’s consumers.
• The concept of combining a cosmeceutical with an ingestible
supplement can assist in enhancing perceptions of efficacy
as the combination of applications can be perceived to better
penetrate the skin from both the inside and from a topical
application, offering better results.
A novel way to incorporate two rapidly growing trends
• Nutricosmetics and cosmeceuticals go hand in hand by
featuring actives which claim heightened efficacy. Combining
them creates opportunities for brands to differentiate by
offering a complete “inside and out” system, important as the
cosmeceutical market crowds. This also creates
opportunities for partnerships with established nutricosmetic
brands and to offer these novel dual solutions at a premium.
Z Skin Systems
Launched in late 2014, this combined skin
solution offers two systems. The first is
Radiant Skin which claims to promote
hydration, reduce redness due to
environmental factors, and support the skin
as it ages. The second is Clear Skin which
is designed to manage skin prone to break
outs, evens skin tone, and promotes pore
health. Both systems feature a thirty day
supply of supplements alongside a skin
“Nutri-Serum”.1
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8. Personalization gets personal
DNA-based customization as the next step for beauty innovation
Source: [1] Datamonitor Consumer’s Q4 global survey 2014; [2] GENEU website 2014; – Image: GENEU website 2014
Individually customized, made-to-measure beauty solutions
• Innovation into individually customized beauty products,
specifically formulated to respond to consumers’ DNA profile.
• This could allow brands to tailor the formula to particular
factors such as predisposition to aging, collagen breakdown,
and skin unevenness as well as current conditions such as
hair loss, eczema, and rosacea.
Consumers want more efficient and tailored solutions
• Consumers are seeking products which are specifically
tailored to their personal needs and concerns and are
therefore perceived as being the “best” and most effective
personal care systems.
• DNA customized solutions are also perceived favorably by
consumers providing a positive innovation environment while
allowing this approach to be positioned at a premium.
Only 25%
of consumers
find beauty/ grooming
products customized to
their own DNA sample
to be somewhat or not
at all appealing.1
A new approach to customization
• By using DNA technology, consumers will be able to obtain a
product which caters to the day-to-day maintenance of their
appearance and damage caused by environmental factors
but also undertake preventative measures for genetically
predisposed conditions. This is likely to grow in popularity
due to the perceived efficacy of such individual specific
solutions and novelty of such concepts.
GENEU
This new concept is an “anti-aging skincare
system personalized specifically for you”.
Using DNA technology from a cheek swab
and a lifestyle assessment, a skincare
system devised specifically to meet the
consumer’s needs is then formulated. Not
only does it assess individual consumer’s
DNA but also accounts for lifestyle choices
and the damage caused by factors such as
smoking, sunbathing, and pollution.2
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