The Future of Facial Skincare 2024

• What you need to know
• Where we are now
• Mintel recommends: in the next two years
• Mintel recommends: in five years and beyond

In the next two years

• Beyond youth: switch to skin longevity to drive consumer spend
• We’re all living longer
• Beyond anti-ageing: longevity is the NEXT frontier in skin health
• Elevate the science in skin longevity
• Ingredient spotlight: use ATP to shift the narrative to ‘energising’
• ATP can appeal to cautious facial skincare users
• Help build stronger, more resilient skin
• Use ‘skin cycling’ to drive brand loyalty to new levels
• Reach a male audience with slugging trends
• Avoid being part of the problem – skin health education can aid brand protection
• Set the category alight with inflammageing claims
• Expand ‘slow ageing’ claims
• Focus on specific longevity factors like inflammation, oxidative stress and DNA damage
• Regional perspective: increase your voice on tech, protection and a holistic approach to succeed in a congested global environment
• Dermocosmetics is the new power spend
• Why dermocosmetics are the new luxury
• Various factors impact the appeal of dermocosmetics
• Use high ingredient concentrations to drive efficacy
• Unlock derm opportunities for younger consumers with comprehensive acne care
• Justify consumer spend with ingredient innovation and enhanced claims
• Graph 1: beauty enhancement claims in dermocosmetic launches, 2019 vs 2023
• Consumers look for approval from professionals
• Embrace the growing acceptance of cosmetic surgery
• Prolong the benefits of clinical treatments
• Emphasise the important functional benefits of post-surgery skincare
• Graph 2: sought benefits from facial-skin-repairing products following invasive surgeries, 2023
• Highlight specific ingredients and their roles in recovery
• Tailor post-procedure care for sensitive skin needs
• ‘Medicalised’ skincare offerings present a trade-up opportunity
• Shift the focus to skin management in China
• Regional perspective: dermocosmetics is a rising consumer spend globally
• Skin wellness and the connected experience
• Embrace the mind-body connection to stand out in a competitive market
• Psychodermatology in focus
• How skincare brands approach mental health
• New frontier of neurocosmetics will capture  future spend
• Adaptogens are poised for a revival
• Changing routines: less can be more in facial skincare
• Help consumers look their best with skin-health diets and nutrients
• Graph 3: beauty and personal care attitudes*, 2021 & 2023
• Emphasise the value of personalised nutrition
• Leverage technology to create personalised skincare routines and track progress
• Explore connected devices to capture the growing market for emotion-based skincare
• Tech advancements mean blue light damage is the new health target
• Global perspective: consumers in all regions seek relaxation, wellbeing and healthy skin

IN FIVE YEARS AND BEYOND

• Win market share by renovating claims and ingredients for new skincare stories
• Help people make the most of the current skincare options
• Use evidence to cut through marketing jargon
• How brands explain function is key
• Highlight familiar in-demand facial skincare ingredients
• Appeal to consumers’ results-driven nature
• Give well-known ingredients a technical edge
• Go beyond the INCI list and share the molecular weight
• Take advantage of advanced delivery systems
• Effective claim communication can address the ambiguity around ‘clean’
• Safety-conscious consumers
• Use devices for a personalised approach, communicating efficacy
• Product testing continues to be a significant obstacle despite progress in inclusivity efforts
• Increase skintone representation in clinical trials
• Global perspective: focus on perfecting existing products and practices to ensure high-quality offerings

Key takeaways