CHICAGO—Kinetique, a concept that blends electricity and energy, is going to be a key global beatuy trend in 2012, according to Mintel Beauty and Personal Care (BPC). Beauty that's "plugged in" will encompass at-home beauty devices that use energy and light as well as ingredients that boost cellular energy, said Nica Lewis, global skincare analyst at Mintel.
While at-home and on-the-go beauty devices are more established in the United States and Japan, the Kinetique trend forecasts Europe as the next market for these beauty devices to take hold.
While interest in beauty devices in Europe is still low, especially in the U.K., France and Germany (more than two-thirds of women in these countries say they’re unlikely to buy beauty devices for home use), Mintel noted women in Italy and Spain are more open to this trend. "They show a preference for hair removal, anti-cellulite and deep pore cleansing devices for home use," Lewis said. "This is partly climate-driven, but also cultural since Southern European women are more likely to be familiar with these technologies from regular salon visits. The United States is the dominant market for powered face care devices, but European manufacturers are now developing innovative light and laser-based solutions for anti-aging in anticipation of consumer demand."
Mintel also forecasted 2012 and beyond will also look at the power behind the technology, i.e., what is driving it and ingredients that harness or boost cellular energy, such as sugar and oxygen. But its counter trend—beauty ingredients that limit or shield the skin from high energy blue or violet light—will also become a focus. And anti-glycation claims, first seen in Japan, will give this trend renewed energy because of new actives coming to market, such as African Manilkara and Japanese apricot.
POS retail and packaging elements also form a key part of the trend, and Mintel BPC forecasted a rise in packaging and products that increase the interactivity between virtual and real worlds. Examples of sound, video and QR codes embedded in beauty packaging have already started to appear, but will start to make their mark globally over the coming year and beyond.
Mintel recently launched Mintel BPC to provide a data, predictive analysis, critical recommendation, creative direction and concepts for the beauty sector.
