We are living in a world in a constant state of flux and our latest trend report, Transformative Beauty: Skincare & Wellness Inspiration from the US, encourages brands to lean into the desire for change.
Photo Credit: Utu
The growing influence of nomadic lifestyles and surge in travel feed into the transformative narrative, as major lifestyle shifts present new opportunities for brands. FLEXCARE is one of six universes presented in our report as defining the next phase of skincare and wellness. In this perspective territory, we explore how the impulse to travel and the influx of untethered lifestyles must be met with multitasking products that fit with, and adapt to, transient needs. Below is a snapshot from the FLEXCARE universe, offering an insight into two major new drivers: the desire for cooling sensations in the context of rising temperatures and the need to redefine practicality for the new era of on-the-go lifestyles.
1- COOLBOMING: Resort sensoriality
As society adapts to rising temperatures, keeping cool is a new imperative, leading to innovation in fabrics and formulations that offer relief from the heat. Clothing brand LifeLabs has developed CoolLife technology - a polyethylene fabric that regulates body heat to cool the wearer’s temperature 3°F more effectively than comparable fabrics. While in beauty, new textures and tools that deliver refreshing effects are replicating the same cooling sensations.
The Chasin’ Rabbits Ice-Cold Soothing Serum Roller (May 2023) provides pore-tightening and cooling in one gesture. The surgical steel roller applicator glides over the skin to deliver an instant cooling sensation.
The After Sun Gel (April 2023) from cult US suncare brand Vacation is a modern take on nostalgic aloe vera aftersun products but with a refreshing non-sticky, alcohol-free formula infused with cucumber, and Bisabolol. The gel is cool-to-touch, bringing soothing relief to sun-exposed skin.
2- TRANSIENT ADAPTIVE: Reinventing practicality
Since the pandemic, increasing numbers of young people have been drawn to a nomadic lifestyle, while at the same time people are spending more time outdoors (linked to the mental health benefits of nature and the travel boom). These lifestyle shifts, combined with rising sustainability concerns and the global financial crisis, are driving the market for #summerskincare (230M TikTok views) miniatures and multiuse products adapted to on-the-go and outdoor lifestyles.
New brand Utu developed the Tinted Sunscreen Stick Broad Spectrum SPF50 (May 2023) specifically for people with a love for the outdoors - the stick is marketed as "the perfect companion for every adventure under the sun".
New products are designed to combat the effects of humidity on the skin. Florence by Mills’ Mind Over Matte-R Oil Blotting Stick (July 2023) is an oil blotting stick, which blurs and minimizes shine for a visibly smooth, matte appearance. While the First Aid Beauty Anti-Chafe Stick (April 2023) addresses the issue of skin chafing by creating a sweat-resistant shield that lasts for 10,000 steps.
THE CIC TAKE
With half of US consumers intending to travel more in 2023 than they did last year (Source: Forbes Advisor Survey, August 2023), the nomadic lifestyle shift will continue to grow demand for skincare products that are easy-to-use and portable, while also driving the need for intelligent suncare and quick fixes that reinvent practicality for the nomadic age.
The full report, Transformative Beauty: Skincare & Wellness Inspiration from the US, is available right now - please contact the team today for more information.
(Image: courtesy Utu)