Millennials Want Nourishment From More Than Just Their Food
2016 was coined the year of “hygge” in the US. When I first read that I wondered, “what in the world could that possibly mean?” Is it something good or bad? Should I be worried? Questions were flooding my mind.
Hygge is the concept of enjoying the simple things in life and is often associated with coziness. What does this have to do with beauty?
Now more than ever, there is a shift towards focusing on well-being and a rise in the concern for one’s wellness. Millennials are generation “treat yo’ self, ” demonstrating a need for an increased sense of self-care and self-worth by using of all-natural and organic products.
Consumers believe they are able to have a direct impact on their own health, as well as the health of the environment, by purchasing these products. Women are reading product labels just as closely as food labels, scanning for ingredients they want to avoid. They are looking at skin care as an extension to their health. As a result, beauty counters are getting cleaner. The global organic personal care market is expected to reach $25.11 billion by 2025 with cosmetics-generated revenues exceeding $2 billion in 2015, according to a new report by Grand View Research Inc.
We’ve all heard of the charcoal facemask, the hydrating effects of coconut oil, and the benefits of aloe vera, but it doesn’t end there. There are DIY avocado facemasks, tumeric facemasks, and coffee scrubs. I’ve even seen videos about how to contour with raw cacao powder! The philosophy is that if it’s good for your body, it’s good no matter how you choose to use it — eating or beauty.
Brands are picking up on these trends to create products that a growing number of consumers are looking for. These superfoods are spreading from the grocery aisles to the health and beauty aisle, with the latest craze acai (pronounced ah-sah-EE). It’s even made it’s way to nail polish! The berry is apparently not only good for your health, but your nails too with its omega-three’s and amino acids. Who would have ever thought?
Fittingly enough, there is an increasing number of beauty products that are even safe enough to eat. From personal experience, I know I can’t use products with harsh ingredients without causing irritation to my skin. These are products I would definitely consider trying, especially since the ingredients are so pure and natural.
What do you think the next health food product will be?
To learn more about how millennials are influencing the retail world, pre-order my book, Talk Beauty to Me: How Marketers Can Speak the Language of Beauty to the Next Generation, here.
