Skincare and body moisturizers have come a long way since the days of slathering on cocoa butter every morning. In 2023, we’re expecting to see a big moves within the body moisturizer skincare segment.
While the traditional need states for these products – hydration, anti-aging, and protection from environmental aggressors — our White Space AI tool identified 10 need states consumers will be loving in 2023.
48-Hour Moisture
Consumers will expect more out of their body moisturizers — 48-hour hydration will be the expectation, not the exception. Products like L’Oreal Paris Age Perfect Hydra Nutrition Ultra Nourishing Night Balm will be at the top of everyone’s must-have list. Very high demand paired with very low competition means this will be a trend to capitalize on while the market is still emerging.
Refresh
With daily routines getting increasingly more complex, products that provide an instant refreshing feeling or a cooling sensation will be highly sought after. Refresh is the need state with very high demand, very low competition, and a negative passion score. It’s an opportunity to promote products that provide instant results with minimal effort. Consumers will be reaching for products like Tula’s Cooling & Brightening Eye Balm to provide that perfect pick-me-up.
Non-Toxic
While consumers are becoming increasingly mindful of what they put on their skin and in their bodies, so too are brands adapting to this shift. Non-toxic products like Drunk Elephant’s Polypeptide Firming Moisturizer will be flying off the shelves as consumers look for clean, natural products. If your body moisturizer products don’t include any toxins, make sure to communicate that to help your products stand out from the crowd. With a high total score, positive passion score, and very low competition, this is a trend that will be hard to ignore.
Fatigue
The more hectic our days become, the higher the demand for products that provide a boost of energy or combat fatigue. Products like Kiehl’s Creamy Eye Treatment with Avocado will be a top choice for those looking for an extra energy boost. Consider marketing your products that fit this need state as a morning essential for those who need an extra kick of energy to get them through the day.
Whimsical
When it comes to skincare, people are looking for products that make them feel good about themselves – both inside and out. Whimsical products that invoke a sense of escapism and relaxation will be big in 2023. Products like Kopari’s Coconut Melt, which is 98% organic and smells like a tropical vacation, will be crowd favorites. The very low competitions and positive passion score provide the perfect runway for a winning product.
Mini
Convenience is critical when it comes to skincare and body moisturizers, and mini-sizes will be one of the biggest trends in 2023. Products like Clinique Moisture Surge Mini Trio, which includes a mini face cream and eye gel, will be the ideal choice for on-the-go hydration. Mini-sized products will surely bring in the “big wins” for brands in 2023. Perhaps market mini-sized products as “travel-friendly” or “perfect for the purse or pocket.”
Gluten-Free
It’s not just about convenience when it comes to skincare – people are looking for products made from natural and safe ingredients, too. Gluten-free body moisturizers will be one of the hottest trends in 2023. Products like Dermalogica’s UltraCalming Gel Moisturizer, which is gluten-free and vegan, will be trending among people looking for natural skincare products. Consider marketing your gluten-free body moisturizers as “all-natural” and “safe for sensitive skin.”
Sleep
People will be searching for ways to relax, de-stress and unwind after a hectic day. A sleep-infused body moisturizer, like Neom’s Perfect Night’s Sleep Magnesium Body Butter, will be just the ticket for those looking to drift off into a dreamy slumber. The very low competition and positive passion score make this an ideal trend for brands to capitalize on in 2023. Consider targeting a marketing message that appeals to those looking for a good night’s sleep.
Plastic-Free
Consumers of all ages can agree that products that help protect the environment are important. Plastic-free body moisturizers will be a major trend in 2023, with brands like The Body Shop and Lush leading the way with plastic-free initiatives. The very low competition and high demand score make this a trend you’ll want to take advantage of before it becomes mainstream. Consider highlighting the plastic-free packaging of your products to draw in eco-conscious customers.
Luxury
Despite negative consumer passion, luxury body moisturizers will still be a popular trend in 2023. Capitalize on the luxury trend with a message that appeals to consumers wanting an indulgent experience. Products like Kiehl’s Creme de Corps Soy Milk & Honey Whipped Body Butter, which has a luxuriously rich texture, will be sure to attract a more sophisticated audience. At the same time, it’s low pricepoint makes it accessible and affordable for a wider range of customers.
Simporter’s Take
Skincare body moisturizers are a key part of any beauty routine, and the trending consumer need states for 2023 will be no exception. From mini-sized products for on-the-go convenience to gluten-free and plastic-free formulas that are safe for the environment, there will be a growing demand for natural and safe ingredients. Luxury body moisturizers will continue to be a popular trend, offering customers an indulgent experience at an affordable price. Make sure your marketing strategies, packaging, and campaigns align with the trends so you can stay one step ahead of the competition.
For the latest 2023 skincare trends, check out our blog.
If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website for more insights on key trends. Predicting need trends is just one way Simporter can help brands grow their business, so to learn more about how we can help you, please visit us at simporter.com.