Luxury Cleanser brands seeking ways to avoid making big product mistakes in 2022 should benefit tremendously from our predictions in this article. Companies that pay attention to consumer preferences for Cleanser subcategories as we head into the new year will rise above the rest of their competition in the Luxury Cosmetics space. So, our team here at Simporter used our White Space AI tool to analyze 18 luxury cleanser subcategories to forecast what will be trending in 2022.
Here are our Predicted Losers for 2022
The graphic below breaks down six luxury cleanser subcategories we believe possess the lowest potential for growth in 2022. Cleanser subcategory opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
Eye Cleansers
Eye Cleansers top our predicted loser’s list with a negative 48.74 projected growth rate for 2022. Despite its 18.26 percent share of voice in the Cleansers market, Eye Cleansers specifically act as a niche solution – so they will struggle to stay top-of-mind for consumers who will be shopping for all-in-one products.
Eye Cleansers like Lancôme’s are great for those with sensitive eyes because they reduce itching and inflammation by washing away bacteria, oils, and that little crust that forms along the lash line. However, the average consumer likely won’t be able to justify the cost of Eye Cleansers on top of general cleansers in 2022. With lifestyles becoming increasingly active, consumers are trying to consolidate their daily beauty routines, not expand them.
Cleanser + Toner
The Cleanser and Toner combination packs a one-two punch for any beauty routine. While great together, we anticipate Cleansers and Toners will experience a negative 46.34 percent growth potential for 2022.
This dynamic duo holds a 6.26 percent share of voice. Cleansers clean the skin and remove dirt, makeup, and bacteria from the skin. Using a Toner right after balances the skin’s pH and reduces dryness.
Instead of using two separate products, consumers will prefer serums, which provide similar benefits in a single tube: fewer steps, less product, and more money in consumers’ wallets.
Masks
Ranking third, the team here at Simporter predicts Masks hold a negative 39.23 growth potential for 2022.
Masks, which hold a 6.42 percent share of voice, spiked in popularity during the pandemic because they were an excellent option for long days and nights at home. Consumers created their at-home spas with lengthy routines to fill their days. But, with life returning to pre-pandemic norms, consumers don’t have time for Masks in the same way they did during the height of the pandemic.
Brands should focus on products that require less time and effort. For example, Kylie Cosmetics is pivoting away from masks and offers only limited options in the Cleansers categories, such as this Clear & Clarify Mini Set.
Cleansing Powders
Cleansing Powders (1.22 percent share of voice) don’t have a positive growth outlook for 2022. Our AI models predict this subcategory has a negative 63.21 percent growth potential next year.
While they contain less liquid and are ideal for travel, Cleansing Powders need water to be activated. Consumers will want effortless products like Serums over Cleansing Powders, which requires an additional step.
Scrubs
Our team recently predicted the Scrubs Category would see double-digit negative growth next here — click here to read more. This trend continues when we look specifically at cleansing Scrubs, which hold a negative 36.96 growth potential for the new year.
Scrubs (3.52 percent share of voice) skyrocketed during the pandemic as people had a lot of time experimenting with luxury cosmetics products and creating their at-home spa. But, as life returns to normal and consumers have less time to spend on their daily routines, they’ll swap time-consuming scrubs for Creams and Serums. Scrubs aren’t one of those products you can easily throw in your bag on the way out — they require time and effort and, often, a shower.
Lip Cleansers
Lip Cleansers hold a low potential for growth in 2022 (-14.50 percent), which is a significant loss considering the subcategory only holds a 1.50 percent share of voice. Lip Cleansers typically come in scrub form, so it’s no surprise to see this subcategory right after Scrubs.
Exfoliation is excellent for the skin, and it can help the lips by removing dry, flaky skin that builds up throughout the day. Using Lip Cleansers helps restore the shine and softness of natural lips. The unofficial queen of the Lip Kit, Kylie Jenner, has noted her Sugar Lip Scrub is one of her latest obsessions. But the question is, will consumers be just as obsessed? Our team predicts that’s a no for next year.
Our Thoughts on Declining Subcategories
Brands should focus on products that offer multiple benefits and consolidate daily routines. Multi-step or multi-product sequences won’t cut it in 2022 as consumers will quickly move on to products that fit into their on-the-go lifestyles.
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.
