This new trend, what we call "Seeing the Unseen" is redefining the way we perceive beauty and self-care. There is a higher emphasis on well-being and experiencing joy from routines with more emphasis on a holistic approach to bodycare.
According to Hall & Partners, 49% of Gen Z and Millennials are now more focused on finding simple pleasures in life. This can be translated to expanding self-care routines or starting new ones from head to toe and everything in between, bringing care to previously neglected areas.
Some consumers are turning to self-care as a way to navigate life’s challenges, embedding their strong desires into beauty routines, driving their product choices. This behavioral shift is focused on the products and beauty regimens that make consumers feel good about themselves and their bodies.
Did you know? 33% of Americans claim they were using body and hand care products more frequently than they were just a year ago. (WGSN, 2023.)
This trend is driving the beauty industry towards a shift in product design that takes product format and multi-functionality as a key parameter. The overarching desire for skin health and wellness are becoming an essential part of routines for bodycare as consumers demand more from these products. The "Skin-tentional" and "Multi-Flex" type consumers, take on a more intentional approach to product choices that focus on proven skincare benefits and ingredients for previously uncared for parts of the body.
Luxury bodycare as a treat. 63% of US adults say they enjoy splurging ont the items they want as a way to treat themselves (Source: Kantar Profiles/Mintel, Sptember 2023, Dyantata/Mintel, August 2023; KuRunData/Mintel, July 2023).
Addressing the needs of consumers at the center of this trends, product formulations are geared towards elevating the consumer's personal care routine and providing transformative effects resulting in a better skin appearance and overall feeling of wellbeing. This shift in product design reinforces the notion of prioritizing personal care and body health, making it an essential part of the overall wellness movement currently taking place in the beauty industry
71% of daycare/deodorant users in the US have tried or are interested in trying body lotions with popular facial skincare ingredients (Source: Kantar Profiles/Mintel, April 2022).
Here in our “Seeing the Unseen” product concept focusing on elevating beautycare routines for body:
