Pinterest Predicts Top 2019 Beauty Trends
This year’s fifth annual Pinterest 100 report predicts the top trends for 2019 based on consumer activity on the social pinning website and app. We summarise the most relevant beauty takeaways to kick off the new year.
- Silver Foxes: The idea of ageing gracefully is starting to shape marketing and product development strategies within the beauty industry, as consumers begin to embrace this natural process.
Searches for ‘going grey’ increased by a whopping 879% throughout 2018. While dyeing the hair grey is a trend that continues to grow among young millennials, this statistic suggests older consumers are more open to forgoing hair dye, and letting their hair colour transform naturally.
In line with this increase, we predict more brands will move away from the outdated stigma of old age. Instead, they’ll work harder to cater to mature consumers with an approach that is focused more on age-love, not age-less, using models and messaging that truly represent this target group.
- Old-School Remedies: As explored in our S/S 20 Beauty Forecast Revive, beauty brands are bringing back healing remedies and forgotten recipes to appeal to consumers who value heritage in their offerings. For example, searches for witch-hazel increased by 305% over 2018 – suggesting an uptick for use of this ingredient in 2019.
Witch-hazel can be used on all skin types to treat acne, alleviate skin irritation and reduce inflammation. Product developers should consider new ways to incorporate this hero ingredient into skincare offerings; consider an apothecary-style skincare line that allows customers to mix it into creams and soaps.
- Skintellectual Solutions: Last year saw more skincare brands targeting a new breed of extremely knowledgeable beauty consumers – dubbed ‘skintellectuals’ – who demand effective formulas at home. Searches for liquid exfoliators saw a 58% increase on Pinterest, as gentle exfoliation with the use of acids continues to gain popularity among this cohort.
Product developers should take cues from cult beauty brands catering to this rising consumer group. For example, US beauty brand Glossier launched Solution Exfoliating Skin Perfector in January 2018. Made for daily use, it aims to minimise pores, exfoliate and even out skin texture. The formula contains salicylic, glycolic and lactic acids to slough away dead skin, while aloe vera, glycerin and niacinamide simultaneously calm and moisturise.
To learn more about this consumer group’s concerns, see our report Selling to Skintellectuals: Beauty’s New Consumer.