Clariant Introduces Trend Guide to Drive Innovation in Personal Care Segment

Clariant introduced BeautyForward®—an inspirational trend guide to the personal care industry. Launched during in-cosmetics 2016 in Paris, BeautyForward unveils new trends to help drive innovation in the personal care segment.

Developed using a process to decode social and cultural trends, Clariant identified four future consumer types—CARE, PURE, DARE and LOOK. For each one, the guide aims to inspire companies and help them anticipate trends with a better understanding of consumer profiles and purchasing decisions. Clariant defines the consumer types as:

CARE – “Human and technology become one." The modern technologist feels calm and serene, always on the lookout for naturally mild and nourishing products that help counter the stress of an accelerating world.

PURE – “Let’s learn to unlearn." While hunting for perfection, the new purist appreciates the finer things in life: elegance, sophistication, as well as a refined skin care texture.

DARE – “I am not your average girl." Where there’s attraction, there’s also protection: The new woman favors products for stronger, livelier hair as well as healthy, vital skin.

LOOK – “Watch me now." Looking for luxurious products and premium textures, it’s the result that counts: Glam fans prefer features that repair and add shine to hair, and features that make skin radiant.

“Clariant has a track record in trend analysis and forecasts," said Ralf Zerrer, head of strategic marketing of BU ICS. “For more than 10 years, we have been translating insights and social cultural changes to create an annual trend report for the color industry which is called ColorForward®. Now we transformed and translated it into the personal care industry."

The relevant market for care chemicals is growing 4 to 5 percent each year. Clariant’s regional growth focus is on the emerging markets in Latin America, India and China as well as on the steadily growing North American market. To further support the growth ambitions, the anticipation of future trends like the growing demand for environmentally compatible applications and innovations from renewable substances and naturally derived ingredients is mandatory.