As with every new year, the question we ask ourselves is: What will 2018 be made of?
In cosmetics, the year promises to be rich in new trends, if we are to believe what the influencers and consumers we meet day after day in the course of our studies think.
At Ifop’s Beauty division, we have identified 5 trends that cannot be ignored in 2018:
- After the domination of K-beauty (Korean Beauty), 2018 is moving towards J-beauty (Japan Beauty)
“Much of what appeals about K-Beauty originally came from Japan,” explains Anna-Marie Solowij, formerly beauty editor at Vogue and co-founder of Beauty Mart.“With [Japan’s] economy struggling and South Korea investing heavily in beauty R&D (Research & Development), K-Beauty stole the show. But now that the country’s economy is picking up, Japan will once again assert itself.”
- Oil, the galenic that’s becoming increasingly popular
In 2017, its popularity grew strongly, notably via the double-cleansing gesture.
In 2018, it continues to take root in beauty routines.
- The skincare tool, a partner to our products
Skincare is no longer limited to products, but extends to gestures. In 2018, facial massage rollers will be making their way into our bathrooms.
- The body gains in importance
With the development of movement around a healthy, sporty lifestyle, the body is taking on increasing importance (development of the skin fitness range at Biotherm). As a result, body care products will be at the heart of cosmetics innovations for 2018.
- In the make-up segment, personalization continues to reign, and beauty is becoming more inclusive.
In the complexion segment, this is reflected in the determination of beauty brands to extend their range of complexion shades, following the example of FENTY, the brand created by Rihanna and owned by LVMH.
Gloss, that companion of the early 2000s, is back with a vengeance after a few years in the closet, thanks to brands like Glossier.
Color is also making an appearance on and under eyelids, led by blue.
The no-make-up trend continues, with brands offering light versions of their full-coverage products, such as Estée Lauder’s double wear nude. In 2018, complexion make-up is all about transparency: it enhances the skin but doesn’t hide it.
