Mintel, the experts in what consumers want and why, today announced its official partnership with InterCHARM Korea, one of the largest professional B2B beauty exhibitions in Korea.
John Park, Head of Commercial, Mintel Korea, said, ”Korea’s beauty industry has always been full of vitality and innovation. As a global market research consulting firm, Mintel is a trusted partner to our clients, helping them make better, faster decisions for their innovation strategy. We are excited to partner with InterCHARM Korea to share expert consumer and product analysis, as well as valuable recommendations that lead to business growth.”
Mr. BH Park, the president of Seoul Messe, organizer of InterCHARM korea, said,”Innovation is always the basis for the development of the industry, and we are very pleased to be able to work with Mintel this time. ”
This year, John was invited to share the latest beauty and personal care (BPC) trends from around the world. This included four US skincare and color cosmetics trends and the key opportunities they present for Korean beauty brands:
Prove efficacy to build trust
Driven by ingredient research and supporting claims, consumers will continue to look for skincare products with proven efficacy for their core needs, including hydration/hydrating, anti-aging, anti-acne, and pigment reduction.
Brands should focus on innovating skincare products with proven efficacy to meet consumers’ core needs. New ingredient technologies can extend category innovation by enhancing the efficacy of familiar ingredients through biotechnology, fermentation techniques, and artificial intelligence.
Use science to make skincare feel good
Because appearance is considered a key indicator of overall health and well-being, healthy-looking, even skin tone will continue to be a top goal for skincare buyers of all ages.
In fact, 79% of American consumers say that looking good makes them feel more confident and 41% of American BPC shoppers say they would treat themselves to luxury or prestige BPC products to invest in themselves. Brands can explore different demographic opportunities with products that offer high efficacy without harming the planet.
Reframe regimens as opportunities for adventure
Makeup routines are evolving as consumers seek convenience, accessible self-expression and emotional benefits. A stronger focus on both mental and skin health will see a rise of skincare-adjacent claims and evidence of efficacy. Brands have an opportunity to position facial skincare at the intersection of the physical and mental health, wellness, and self-care movements.
Modernize cosmetics to break barriers
Finally, Mintel research reveals that 91% of US adults aged 55+ who use beauty products want to see more realistic signs of aging in beauty and grooming advertisements (vs 86% of US consumers overall). Rising rates of skin conditions and the impacts of climate change will see a shift in the types of claims consumers seek. This presents an opportunity for brands to remove barriers to participation across BPC categories by updating products to reflect the needs of diverse and aging audiences.