Health and Beauty Trends for 2021
Welcome to what, for better or worse, will inevitably be an eventful 2021.
It’s been a crazy ride over these last 12 months, and as a result, there is a great amount of uncertainty across the board. For us marketers however, that can be a good thing, since uncertainty leads to changes in behaviours, and these changes give us new ways to add value to consumers, customers, and brands.
As you may know from some of our other blog posts, we always strive to provide useful information to our readers and friends, so to help give your marketing an edge, we’ve pulled together a list of the key trends to watch out for in the health and beauty space throughout 2021.
As a quick note, these insights apply to all kinds of marketing activations. Whether you’re looking for short-term tactical wins or perhaps some inspiration for more extended strategic programmes, these health and beauty insights should have you covered.
We’ve identified six macro influences that are impacting the world around us. While none of these will be ‘new news’ to you (hopefully), it’s essential that we recognise what’s going on, so that we can in turn understand why and how the insights have manifested.
We have an energy crisis on our hands. The world is warming, and now we need to be accountable for creating change more than ever.
Secondly, we are faced, day in and day out, with a data overload. We consume more data than ever before – it can be tiring, intimidating and can impact our mental health – all things that will influence the health and beauty space.
We are experiencing a shift in power towards consumers, unlike ever before. It’s both empowering and a huge responsibility. We cannot only dictate how brands ‘show up’ but also why and for what cause.
We are also more health-aware than ever before; aware, not only of our physical health, but our mental wellbeing as well. As a result of this awareness, we’re more knowledgeable and less susceptible to stereotypes or traditions.
We are less concerned about materialism and more concerned about enjoying fulfilling experiences. This has been a growing trend for some time, but in the light of the Covid-19 pandemic, we crave experiences more than ever.
Finally, there’s social distancing. We can’t get away from it, and it’s something that may remain a part of our lives for some time to come. This means that we must bear it in mind with regards to our marketing plans and activations, be that our route-to-market or our awareness of why we’re socially distancing and how we can support shoppers and consumers.
So this is what’s happening on a global scale, but what does it mean for consumer behaviour?
We have identified the following patterns and trends, so you can use these to align your brand activity to your changing consumers.
The balance of science and nature
90% of consumers say businesses have a responsibility to improve the state of the world, and 69% of consumers believe emerging technologies will fundamentally impact the way they live.
What is it?
2020 has accelerated the blurring of science and nature.
This is led by advances in technology, intimate access to personal and health data, and the need for quick action to address the world’s growing energy crisis.
We will continue to see the power of science and the fruits of nature working in harmony to benefit us, our lives and the planet.
We are now more accepting of alternatives that leverage science in favour of nature.
How does it make us feel?
We expect science to help us beat climate change and are coming to terms with the fact that natural is not always enough.
We value our planet and want brands to help save it.
Goodbye, shrink & pink, hello gender neutrality.
Recent studies suggest genetics accounts for 50-60% of ageing, which means how we age and what happens to our skin is down to a genetic predisposition, not gender.
What is it?
The days of pink and blue products are fading in the rear-view mirror – there’s been a shift in power at the top!
Gender stereotypes and perceptions of masculinity blur the lines of gender appropriateness.
Why can’t men wear makeup? Why do women need to shave their legs? Personal care is personal, not defined by gender.
How does it make us feel?
We want to feel empowered and accepted.
We want brands to take a stand on traditional gender stereotypes.
We want brands to open our eyes to the beauty of being unconstrained.
Functional beauty
56% of women surveyed recently reported they now feel more confident in their skin, due to weeks of refocusing their beauty routines at home – an unexpected but welcome benefit of lockdown.
What is it?
In the aftermath of Covid-19, we’re more aware and concerned than ever about hygiene, wellness and immunity.
We’ve prioritised personal care routines that make us feel good over those that make us look good.
We’ve learnt what’s good for us and why.
So, as the world opens up, be prepared for more questions, less patience and higher expectations, because beauty is no longer skin deep.
How does it make us feel?
We are knowledgeable and less influenced by brand jargon.
We feel more comfortable in our own skin.
Small purchase, big impact
96% of people believe their actions (such as donating, recycling and buying ethically) can make a difference. Over half believe these actions can make a huge difference.
What is it?
As we evolve into a society that values experiences over things, we become more conscious and cautious of the products we buy—everything from zero-waste shaving to supply chain optimisation.
We’re not blind, and we’re not naive. We’re active, aware and willing to change consumption habits if given a better, considered alternative.
Less is more, and slow is superior.
How does it make us feel?
We are more considered and conscious of our everyday decision making.
We’re looking for long-term solutions over fast and convenient.
We believe our small contributions can make a difference.
Direct to my door
While internet shopping is not new, 46% of internet users worldwide intend to shop more online after the pandemic.
What is it?
Selling direct to consumers has been on the increase for years, but the pandemic has accelerated this trend exponentially.
Personal care subscriptions from razors to beauty boxes are not ‘new news’, but what they offer, to who and why, is.
Consumers are keen to buy from brands that understand them and offer this convenience in a way that doesn’t compromise other values.
How does it make us feel?
It’s more than a product. It’s a way of life.
I feel part of a community.
I believe my experience will be more personalised.
Health as social currency
The fitness social network Strava experienced a 61% uplift throughout April-June 2020.
What is it?
Using a healthy lifestyle as a form of self-identity as been on the rise for a while now, but Covid-19 has bought the fragility of the human body to the foreground.
The construct of ‘being healthy’ is more attractive than it ever has been, from the surge of activewear to the decline in alcohol sales and the rise of plant-based living.
Identifying with others that share your health aspirations is lucrative in today’s world.
How does it make us feel?
We’re more aware than ever of what we put on and in our bodies.
We actively seek products that conform to perceptions of healthy living.
We identify with others that share our lifestyle values. So, you can expect to see these trends emerging and building throughout 2021. Here is a quick a roundup of these key trends:
The balance of science and nature
Goodbye, shrink & pink, hello gender neutrality.
Functional beauty
Small purchase, big impact
Direct to my door
Health as social currency
If you’d like some inspiration on how to leverage these trends for your brand, why not give us a call we’d love to help.
We’re always striving to improve the content that we share with readers like you, so let us know your thoughts – we’d love to hear from you!
