Brain Care = Body Care
As we touched on in our last report, the connection between skin and psyche is becoming ever more intertwined. Our skin is increasingly being viewed as an outer manifestation of our inner mental state, and we’ve seen a slew of scientific research demonstrating the link between skin health and cognitive function.
As the stresses of modern life (such as cost of living, increased exposure to technology and socio-political instability) continue to evolve, so will consumer mindfulness around mental and physical health. In fact, it’s been reported that 76% of consumers are actively looking for ways to reduce stress (Mintel), and over half of UK consumers are prioritizing their health more than they did two to three years ago (WGSN).
We expect to see a shift that takes the skin-mind connection beyond a beauty trend to an encompassing wellness movement. Look out for products that prioritize nerve receptor-adjusting actives in topical, olfactory and oral form, as well beauty product-accompanying paraphernalia such as apps, books and expert-led programs that focus on care for your brain rather than body.
“The connection between the skin and the psyche is well documented - but whilst consumers anecdotally report that their skin is affected in times of stress, the extent to which our cognitive condition impacts on our skin is not widely considered. In fact, scientific studies have shown that emotion impacts so many facets of the skin - not only its appearance, but its temperature, sensitivity and even its ability to conduct electricity! Cortisol (the stress hormone) is thought to impact the skin most widely - it affects oil production which can lead to breakouts, and is connected to the body’s immune response that can exacerbate skin conditions such as dermatitis, acne, psoriasis and rosacea. And this isn’t a one-way street. Our psyche affects our skin, and our skin also affects our psyche - for instance, research has shown that there is a direct correlation between a person’s skin sensitivity and their sadness. The good news is that scientific studies show that increased mindfulness improves both psychological and dermatological quality of life. Therefore, consciously taking time out of your day to build a considered body care routine can positively impact your skin, your mind and your soul.”
Textural Healing
Beyond aesthetic expectations, consumers are prioritizing driving pleasure from their beauty routines. Business of Fashion reported that customers are looking for products that spark joy - not only do people want their skincare routine to result in them looking good, but they want it to make them feel good too.
As a result, we expect to see an increase in sensorial, pleasing textures, giving consumers the opportunity to indulge in tactile, touchable treatments that are a joy to apply. Think velvety gels, lightweight whips, viscose oils and silky serums.
This will create an effect wider than body care, cascading into fragrance. Mintel’s The Future of Fragrance Report noted that young women in Asian countries are seeking out fragrances with innovative textures beyond mists and sprays. Watch out for a boom in hair perfumes, scented body care and even fragranced accessories.
“Embracing simple pleasures like texture and fragrance in your beauty routine can be transformative for your skin and your mental state. It’s been shown that people who experience higher levels of joy have reduced inflammatory markers in the skin, and that positive emotions trigger the release of collagen and elastin-stimulating neurotransmitters to combat signs of aging and enhance skin tone and texture. Therefore, applying a pleasurably tactile product or spritzing a scent with positive connotations offers both psychological and dermatological benefits. When you put it in these terms, it’s no wonder consumers are seeking out serotonin-boosting formulations when shopping for beauty.”
Texture aside, the move towards fragrances that will manifest a positive mood will continue.
With 70% of our emotions triggered by scent, and 78% of UK consumers believing fragrances can improve their mental well-being (Mintel), get ready to see a swathe of self-care inspired scents lining beauty hall shelves.
Nostalgia will play a large part in this - gourmand fragrances specifically are seeing a comeback, with a recent 129.6% increase in searches for “foodie fragrances” and a 77.5% increase in searches for “gourmand fragrances” (Spate). These are especially attractive to younger consumers, thanks in part to the easier comprehension through digital channels and the attractive addition of olfactory comfort food to their self-care routines.
Read part 3 here.
Read the full trend report here.
