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One thing I do every December is to spend some time sitting down and looking at what the industry is doing and what trends I see growing in the next year - the marketers crystal ball! Here are my thoughts on 2020 trends:
Home tech
As predicted in 2017, home beauty tech is exploding and in 2020 we will see significant growth in the merging of tech and services. Notable examples this year are the Currentbody at home LED mask, not only an instagram sensation but also highly effective. The Wayne Goss favorite Ziip Nano microcurrent device which delivers noticeable tightening, brightening and eye lifting (much needed at this time of year!) and Neutrogena’s Visibly clear, an inexpensive targeted spot treatment.
On the other end of the spectrum to this, we’ve seen a resurgence in low tech tools and devices, the Gua Sha and crystal rollers have made a recent comeback, a merging of the wellness trend into sustainable, experiential beauty
We are also seeing a boom in the tech / wellness / beauty convergence, RYNKL the wrinkle analysis app has seen solid growth, there are hydration apps and every skincare site worth its salt is offering product consultations through apps or online.
What this means for clinics: Yes, often home tech isn’t as strong as you get in clinic but home tech and homecare are getting consumers more used to technology and more used to putting in time at home to skincare so get specific and technical about your technology, know how much stronger it is than home gadgets and that as a sales tool
2. Hyper personalisation
A trend triggered by the growth in cosmeceutical grade skincare, consumers want personalised solutions to their concerns. SkinCeuticals Custom DOSE deliver this in clinic and dermatology startup Dermatica offers dermatologist led skincare subscriptions and Nomige builds personalised regimens through DNA testing. Successful clinics are building this into treatment offerings by providing fully bespoke concern led packages rather than bog standard courses.
3. The Injectable Era
With a predicted global growth of 10.8% CAGR. it’s safe to say injectables are now completely mainstream, pretty much on every high street! With this growing awareness comes innovation, people are now much more open to injected product, Profhilo has become incredibly popular, Kybella is huge in the States, mesotherapy is enjoying a resurgence and there are more home needling devices than ever before, including my personal favorite, the Korean Company UBiomed’s Tappy Tok Tok, a truly innovative product delivery system which I think is licensed over here under the name Aqua Gold. I predict a growth in injectable skin correctors and conditioners in 2020.
However there is a down side to the explosion in injectables and that is people looking to make a fast buck out of them. Even in the last week we’ve seen reality TV star Lauren Goodger taking a short course to do fillers and is now offering fillers as as service. That’s right, zero qualifications and now injecting fillers which can be incredibly dangerous. I predict we will be seeing even more horror stories over the next year with poorly qualified people harming people. The industry needs to do a much better job on client education and the government needs to step up regulations on this.
4. CBD in treatments
I was bound to happen, with the growth of CDB in the wellness industry, it was only a matter of time before it made its way into beauty, we’ve seen many product launches this year, reputed to be an anti inflammatory or calming, treatments were soon to follow with various spas and salons offering CBD facials, massages, even pedis. A gimmick or genuinely therapeutic? Only time and a lot more research into skin benefits will tell.