The year 2009 saw us cocooning and spending time at home through the economic downturn. We’ve adapted to spending time and money in a different way – and that shaped a new landscape for skincare products emerging in 2010. The new trends will allow us to enjoy that “at home” time even more.
The New Trends of 2010 are:
- Mood Enhancing Skincare – going beyond simple aromatherapy, “neurocosmetics” has been designed to help boost the neurotransmitters, enhance our feeling of well-being and reduce stress. These actives may include antioxidants (idebenone) or plant extracts (Mirabilis jalapa or Marvel of Peru).
- Natural & High-Tech skincare coming together – less focused on certification and more on results, efficacy and safety. Expect to see claims like “free from” and “sustainable” on products that simultaneously contain synthetic actives (like peptides, hyaluronic acid, ceramides).
- Protection Against Ageing – continued from 2009, the protection claim will focus on UV light, the elements and hormonal changes e.g. Clarins Replenishing Comfort Mask claims to “nourish and enhance skin weakened by age-related hormonal change”. The substantiation might be a challenge though!
- The Turbo Formulations trend continues from 2009. We saw the power of formulation being ramped up to deliver real results. Cosmetics science will continue to capitalise on advances in biochemistry and incorporate the use of medical grade active ingredients into skincare products.
We also anticipate the groundbreaking research by Olay – on a change in wrinkle depth that is visually discernible to our eye – to come out in 2010, a key piece of information that will enable us to predict true efficacy of skincare. These are all exciting times ahead!