(By Daniela Giammusso)
The beauty consumer of 2030 will be
more aware, more attentive to ethical values, will probably have
less time available and, above all, will be increasingly better
informed about products.
This is the profile of a person buying lipstick or shower gel in eight-to-10 years' time that was presented at a beauty talk at the first Milano Beauty Week.
Future beauty consumers will also be the products of the pandemic, the lockdown, the digital boom and the ethical and social battles of recent years, according to the experts taking part in the forum.
"The cosmetics consumer of the future will come out of an authentic revolution," said Gian Andrea Positano, the director of the Cosmetica Italia association's research centre.
"We have witnessed a huge acceleration with the pandemic and the lockdown, with changes taking place in 18 months that were expected to take five to 10 years, above all in the reformulation of distribution channels and of the habits of those doing the buying.
"Just think that 66% of consumers have changed the way they make purchases following the pandemic.
"And 88% will continue to revise their behaviour".
PWC Italia Senior Advisor Nicola Giorgi pointed out that Generation Z (people born between 1995 and 2010) will become the "strong" consumers in 10 years' time.
"The important trend, which is already happening, will be the increasing desire to express oneself," he said.
"We see this in the digital sphere, for example with the success of the metaverse, in the physical world with make-up and in the ethical sphere.
"This is a generation that is orientated, for example, towards gender fluidity and the removal of all gender barriers.
"So it will not suffice to be a brand, a raison d'être will also be needed, a way in which a company has an impact on society".
Certain keywords will be the most sought-after in relation to beauty and wellness purchases.
"Effectiveness will be the top value," said Massimiliano Dona, the president of the National Consumers Union (Unione Nazionale Consumatori) "It won't be possible to uncouple this from Green issues, albeit with confusion at times between natural and sustainable, concepts which do not always go together".
The way purchases are made will change and they have already started to do so.
"Up until 10 years ago, one followed a linear process, entering a shop," added Giorgi.
"Today you order a product online as you watch an influencer as you wait for a bus and the product arrives at your home in the evening.
"Or, already now, 50% of general consumers enter a shop to try a product that they know thanks to the Web.
"When it comes to beauty though, there will always be the need for a shop because perfume needs to be smelled and the texture of a cream needs to be touched.
"But it will be increasingly important to find someone there who is well prepared and able to answer questions".
A Cosmetica Italia report said that pre-COVID standards of beauty will be consolidated by 2030, ranging from invisible make-up to natural beauty.
With the easing of measures to prevent the spread of the virus, attention is set to revert to face make-up.
Attention will focus on delicate, functional textures for skin irritated and put under stress for long periods by facemasks.
The 'hydrator' claim will be fundamental, covering 55% of make-up products, when it did not exist five years ago, the report said.
Today 14% of Generation Z already pay the utmost attention to safe, naturally derived products, and 50% perceive beauty via hygiene and self-care.
"They will seek naturally orientated products and minimalist beauty routines, no longer having the time of the lockdown to dedicate to self-care," concluded Positano.
"And multifunctional cosmetics will return in a big way".
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