Now Trending Monthly: July 2021

Consumer purchasing is starting to reflect the return to “in-person” interactions. Make-up, deodorant, and laundry products like wrinkle reducer are up. Selfcare remains important to consumers. Research from Ulta Beauty shows that 66% see a connection between beauty and wellness, and WWD has flagged haircare as the fastest growing category in prestige beauty. Brands like Maybelline and Dove are winning big with Gen Z consumers thanks to their ability to utilize social media platforms like TikTok to meet their audience where they’re already accustomed to discovery and exploration. Across all categories, as costs to produce increase, manufacturers are shrinking the size of their products to offset the consumer perception. It is common to see packaging with similar height, smaller total volume, at the same list price to the previous offerings.

Key Take-Aways:

  • Haircare and skincare are in demand
  • Package sizes are shrinking, but costs to the consumer remain the same
  • Effective use of social media fosters product discovery with Gen Z

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