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Understanding who the consumer of your product is is extremely important. When you understand and know your community, everything becomes easier. Creating your product, communicating your branding, and knowing what trends will work for your brand.
The trend bureau WGSN has launched in recent months the five types of beauty consumers for the next few years. COVID-19 pandemic created new interests and especially new demands for beauty products. According to WGSN the new consumers will be: The Skin-minimalists, The Refillutionaries, The Beautopians, The Super basics and The Skinllusionists.
Skin-minimalists are committed to reducing consumption, want scientifically proven and multi-purpose products. They look for brands that show results and effectiveness, they don't mind paying more for products that bring these issues. Their focus is on reducing waste.
The Refillutionaries, on the other hand, buy from eco-ethical brands and brands that make positive change on the planet. Mainly brands that work with refills or reusable products. This consumer will look for brands that have a collective activism, that are local to the place where he lives and that have an inclusive approach.
For the beautopians, beauty is happiness. They love wellness and self-care products, they like to share their beauty journey with the world through social media. They are looking for new products, believe they are a beauty specialist and like sensory products that support their physical and mental well-being.
Super Basics is the slogan of the super basics. They prefer uncomplicated and no-frills products that have a dermatological basis. They value day-to-day hygiene products and love pharmacy and supermarket shopping. The Skinllusionists, on the other hand, love seeing beauty as art. Using products that enhance art, such as prosthetics, digital effects, that transform your face into a screen for self-expression. They seek high quality and performance cosmetics with an inclusive and diverse approach.
Can you identify the consumer of your product? Remembering that you don't always work with just one type of customer!

Source: WGSN