Next year sees a lot of new brands appearing… trends seem to indicate that make-up is having a bit of a down-swing while skin care is on the up. Shiseido is launching on-line only Recipist (only in Japan for now), Unilever is launching Love Beauty And Planet while L’Oreal is launching vegan hair line Botanea. Their key messaging is about environment, sustainability and natural beauty, capturing millennials with any shade of pink or green you like. To me, it’s not that different to Sanctuary Spa’s Being range – we’re just going to see a whole lot of similar brands I think in 2018.
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Personalisation is still a strong message being taken a little further than products with your initials on them. Look out for bespoke hair care Prose, an ex-L’Oreal employee line (so many of them are) that’s garnered some generous funding and tailors in-salon treatments to not just your hair type but your environment.
I wondered why, last weekend when I passed Illamasqua Soho it was shut – rumours are that Illamasqua free standing stores have closed, leaving employees redundant. The Hut Group bought Illamasqua in October.
Is 7-Eleven too late to the party with it’s own brand make up range, Simply Me? The idea that anyone and everyone can have a make up brand isn’t quite as relevant now – there’s too much make up in the world – but it’s all under $5. I’d love to know who’s making it for them.
Unilever has also bought US brand Schmidt Naturals to tap more into the naturals theme but at the same time they’re investors (along with Charles Saatchi) in Trinny London. While it’s not a natural brand, it IS spearheaded by an older woman to catch the not-quite ‘gold not old’ gang. Actually, of all the big brands, I think Unilever is the one to watch just now – they’re doing interesting things and prepping to play hard against the competition.
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9 comments
Hi Jane, did you see the Ogilvy 2018 digital trends report? Trend #3 might interest you: “the tragedy of the commons in influencer marketing”. It resonated with observations you’ve made recently about brand/blogger relationships… https://www.slideshare.net/mobile/socialogilvy/key-digital-trends-for-2018-83920269/
yes I saw it – so interesting.. interesting that they’re urging brands not to over-pay..
Recipist is available online in Japan. It seems targeted at millenials who like organic/botanical skincare. Shiseido launched Playlist a couple of years ago, also targeting millennials. Did you try Playlist (it’s mostly makeup, with a few skincare items) in Tokyo? You can’t find it anywhere except the Shiseido flagship store in Ginza and maybe a couple of Tokyo dept. stores, but you can order it online from the Shiseido Japan website (Japan delivery only). Waso is a Shiseido brand also targeting millenials. Very confusing.
Indeed, Unilever have bought Pukka Tea and Schmidt recently – 2 staunchly Indy organic/clean brands. Green is definitely the new way if earning ‘green’ (£$€) , but does making a profit definitely prohibit you from having ethics? Or will green washing also be a trend with ‘ conscious’ brands backed by conglomerates? I dont have an answer, but I do hope the industry as a whole gets more transparency and comes under the same scrutiny as fashion has in the past years in terms of creating ‘disposable’ products.
And as an aside, your work is amazing.. Thank you for driving excellence in the Beauty Blogosphere x
thank you so much Tahira!
I was just on Carnaby Street and passed the Illamasqua store…hmm I did not realise it was closed. It was all decorated and people were taking photos so I did not stop. However, it would make sense considering the acquisition. The Hut Group does not do physical stores which is why they can keep their prices a bit lower with constant discounts.
Ach, that’s a bit shit re: Illamasqua. While I get the logic re Hut Group being online, talented artists being made redundant by a brand that prided itself on its people-values as well as its creative values seems a high price to pay for owner/shareholder pay days. Re anything Trinny… I just can’t get past the stage-managed pictures of her dining with Charles Saatchi at the same restaurant he was papped assaulting Nigella at. Incredibly complicated when friends we love turn out to be abusers, but it leaves me conflicted about her and everything she touches, unfortunately.
I hate to keep harping on the same topic, but L’Oreal tests their products on laboratory dogs and their launching a vegan hair brand? Unilever also tests their products as well.
yes, it’s a contradiction for sure.