Luxury Cosmetics brands should be paying close attention to the need states of their customer base if they want to avoid making mistakes in new product launches and offerings. When it comes to cleansers, in particular, consumers aren’t interested in using products that require daily use, can only be used after wearing makeup, or help with sweatiness.
What is a Need State? Need states are factors that motivate a consumer to buy a specific product.
The team here at Simporter used our White Space AI tool to analyze 41 luxury cleanser need states to forecast what will be trending in 2022. Is your brand keeping tabs on what consumers do and don’t need when it comes to their favorite luxury cleansers?
Your Customers are Trying to Tell You Something
The graphic below breaks down the seven luxury cleanser need states we believe possess the lowest potential for growth in 2022. Cleanser need state opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
After Makeup
Recently detailed in Vogue, Gen Z’s “skinimalism” trend means stripped back, minimal beauty routines focused on skincare are trending. With consumers wearing less makeup, After Makeup cleansers (0.28 percent share of voice) will become less relevant. Our team predicts this will cause After Makeup cleansers to decline 97.83 percent in 2022.
Instead, consumers will be looking for cleansers meant for use before makeup or cleansers that can simply be used at any time in their skincare routines. Make sure they are convenient, intensely moisturize the skin, and reduce the appearance of blemishes, acne, and other skin imperfections to capitalize on success in the new year.
Daily Use
Daily Use cleansers will not perform as well in 2022, holding a negative 54.08 percent growth potential. It’s not that consumers won’t use cleansers daily — the need state has a significant 4.76 percent share of voice — but most people who use cleansers know they’re for Daily Use. So, consumers won’t be swayed by cleanser labels specifically promoting Daily Use. We expect product lines such as this Melting Makeup Remover Daily Cleanser from Kylie Cosmetics to suffer in 2022.
Consumer interest will shift to cleansers that remove bacteria, reduce the appearance of dark spots, and, when possible, are convenient. Ensure your cleanser product portfolio addresses these needs and focuses less on promoting regular use
Younger Skin
Cleansers promoting Younger Skin don’t have a positive outlook for 2022, anticipated to decline 94.89 percent. While Gen Z uses anti-aging products, Younger Skin (0.88 percent share of voice) is not at the top of their critical needs list quite yet. This digitally-native generation thrives off of authenticity, embracing natural skin tones and types.
To see success in 2022, make sure your cleanser lineup addresses in-demand needs like Bateria Removal and Sun Protection.
For Normal Skin
Products positioned as For Normal Skin, such as this one sold at Blue Mercury, hold a 0.23 percent share of voice and are expected to decline by 72.83 percent next year. Everybody’s skin is different, so For Normal Skin products don’t provide enough value impact for consumers looking to treat their specific conditions or blemishes.
Oily Skin
The team here at Simporter predicts cleansers specifically geared towards Oily Skin (for example, this Cleansing Oil from La Mer) won’t grow in 2022, with an anticipated 37.30 percent decline. This need state has a hefty 3.03 percent share of voice compared to a majority of the other need states on our list, but that will surely change throughout next year.
Sweatiness
As we head into the dead of winter, cleansers that address Sweatiness won’t be as relevant, and we predict they’ll decline 87.83 percent in 2022. Cleansers hold a 0.42 percent share of voice and are a great post-sweat solution because they prevent skin cells, bacteria, and makeup from clogging pores and causing breakouts.
Fine Lines
Like Younger Skin above, Gen Z consumers aren’t as worried about Fine Lines as their older counterparts, so we predict this need state will decline 56.16 percent in 2022. With the consumer base shifting increasingly younger, products that promote fine line reduction won’t dominate consumer conversations.
Nourishing
Nourishing (0.27 percent share of voice) ranks last on our predicted loser’s list, so it’s a bit better off than the others on this list. However, this need state’s growth potential for next year is very low (negative 62.11 percent). Brands such as Tata Harper should revise products like these to be less focused on Nourishing and instead more focused on need states that we predict will perform very well in 2022.
Consumers are keenly aware of what’s in their skincare products and know a meaningless marketing label when they see one. Nourishing labels don’t hold as much weight as Intensive Moisture does, so expect products to focus on their deep hydrating benefits instead.
Value is King
Brands that deliberately make changes to their product lines due to trend analysis are surely going to step out in front to lead the Luxury Cleansers category next year. Your company should pivot away from products that only provide vague, unspecific benefits to broad audiences. Instead, focus on delivering value to your customers based on what they’re currently asking for in their cosmetic products.
For more insights on luxury cosmetics trends, check out our recent webinar here. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
