Skin-minimalism: The Trend Sweeping 2021 and How it Affects your Brand
Whether you’re a Niche brand or cater to every type of consumer, it’s always important for your brand to be aware of consumer trends. Not only are trends important to stay relevant but to make sure that you provide your customers with the best and latest in skincare developments. According to many beauty media outlets, reports have shown that skin minimalism is the trend consumers have been adopting in 2021, could it be the effects of lockdowns and quarantine making consumers realize that they need less? Is society just leaning towards a more quality-driven skincare regime instead of overcrowding our cabinets with skincare products we don’t actually use or need? Or is this a reflection of how smart and aware consumers are becoming, by doing their own research to dodge brands who are focused on commission-based sales telling them they need every product under the sun, instead of selling them what they actually need? Let’s investigate…
What is skin minimalism?
Skin minimalism or “skinimalism”, in short, is a skincare routine that consists of no more than 3 items. It even encompasses the minimalistic make-up trend, gone are the days of over contouring, intense cut creases, over-lined lips, and heavy lashes. Alexia Inge, co-founder of Cult Beauty says that the main reason for this minimal movement is due to the Covid Pandemic, she goes on to explain that “The pandemic and what we are living through will impact consumption and consumer behaviors for the next five years at least,” explains Inge. “It has pumped rocket fuel into trends that were quietly bubbling up – think: minimalism and conspicuous consumption over the last year. We have disconnected from our ‘hamster wheels’ and reconnected to our homes, family units, and neighbours. We are reconnecting to the digital, work, and commercial world with intention, awareness, and a little bit of trepidation.” This new trend also means consumers are seeking individuality in their routines, they want recommendations that are for their skin needs specifically, using match technology allows your brand to accommodate the skin types of many different consumers.
Benefits of Skin Minimalism
For consumers the benefits of skinimalism are vast.
More cabinet space in their dressers
Less money spent on products they don’t need
They invest in higher quality cosmetics over more quantity
The realization that less is more and embracing their own beauty
Time saved on shorter skincare and make-up routines
Benefits of skin minimalism for brands:
The opportunity to expand and grow your brand
Grow your target market; perhaps at the moment you’re market is consumers who enjoy full-face make-up and lengthy skincare routines, this is the opportunity to see how you can reach new consumers.
Keep your brand relevant; by keeping up with these trends, your brand stays relevant and is seen as a constant to consumers, a brand they can trust.
So what does skin minimalism mean for your brand?
Well, just because there is a trend may not always mean that you have to fully dive into it and rebrand your entire company. New consumer trends could be seen as a way to expand your brand, expand your target market and challenge your brand to develop and grow even further. These trends teach us that consumers are ever-changing and so in turn brands must.
Match technology is offered by Skin Match Technology Switzerland in the form of digital products offering match technology in the most revolutionary way to enable your brand to stay relevant and keep up with consumer trends by gathering information at the same time. We offer match technology in the form of shade finders, INCI explainers, and hair and skin care product finders. 93% of beauty brand founders are willing to invest in matching technology as the A.I key that keeps their brand moving forward.
