If you’re a Luxury Cleanser brand looking for a way to make a significant impact on a niche subcategory, this article is perfect for you. Paying attention to consumer preferences as we head into the new year will be critical for Cosmetics companies interested in capitalizing on shifting momentum in the market.
Cleansers come in various formats and offer multiple benefits, so the team here at Simporter used our White Space AI tool to analyze 18 luxury cleanser subcategories to forecast what will be trending in 2022. For additional insights on our predicted losers, check out our blog here.
Which Categories are Cleaning Up Next Year?
The graphic below breaks down the three luxury cleanser subcategories we believe possess the highest 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.
Self-Tanners / Sun
Cleansers geared towards Self-Tanners and Sun Care have a very high potential for growth in 2022. Self-Tanners / Sun hold a 6.23 percent share of voice, and our AI predicts a growth rate of 42.74 percent in 2022.
We recently predicted that Self Tanning and Sun Care would be trending within luxury cosmetics next year, so it’s no surprise to see that trickle down into the cleanser niche. UV protection is critical to an effective skincare routine, and it’s something that everyone should be thinking about. But, can cleansers really help with sun care?
Yep! Turns out, cleansers are great for post-sunburn care. Using a mild cleanser on sunburnt skin helps keep the skin balanced and healing on its own. It’s kind of like taking a cold shower after a long day in the sun.
Be prepared for consumers to leverage cleansers as part of their sun protection and after-sun care habits. Products like Glossier’s Milk Jelly cleanser will be top of mind for consumers because it soothes, nourishes, and hydrates the skin (and it doesn’t sting those irritated areas).
Cleansers can also remove oily sunscreens and other sun-protection products, so consumers will leverage their everyday cleansers over specialty products that exclusively offer similar benefits.
Creams
Cleanser creams will be trending because they provide wearers with a deep yet gentle cleanse that doesn’t dry the skin out. This subcategory holds an impressive 20.15 percent share of voice which means consumers are talking about it. The team here at Simporter predicts Cream cleansers have a 10.07 growth potential for 2022.
There are several benefits to using Cream over liquid cleansers. But mainly, cream-based cleansers wash and moisturize the skin. Usually thick and creamy, they get rid of all the sweat, makeup, and bacteria on the skin and contain moisturizing ingredients that leave the skin feeling hydrated and refreshed.
The hydrating agents in Cream cleansers like this one from Kiehl’s don’t remove the skin’s natural oils, so it’s particularly good for those with dry or aging skin. Younger consumers are trying to get more done with fewer products and less money. So, put simply, Cream cleansers are a win-win option for any product lineup because they meet the needs of consumers across age groups.
Serums
Our White Space AI modeling predicts that Serum cleansers, despite their projected negative 7.40 year-over-year negative growth, will still have some opportunities in 2022. This subcategory has a 5.10 percent share of voice, so consumers are talking about it and shopping for it.
Cleansers clean the skin while serums contain highly concentrated ingredients meant to be applied right after cleaning. But, what if you could combine these two steps? Enter: Serum cleansers.
Serum cleansers (check out this package from Lancôme) consolidate skincare routines and pack a one-two punch. The cleansing ingredients gently remove makeup, dirt, and other impurities from the skin and prepare the skin to absorb the active serum ingredients.
Even better, Serum cleansers are thinner than regular cleansers, don’t foam, and are a bit gentler on the skin than non-cleanser serums. This means that they can be multiple times a day without irritating the skin. You can call that a win for the budget-conscious consumer.
Our Thoughts
Your brand should focus on developing and selling products that meet your consumers’ cleanser preferences. Self-Tanners / Sun will be big winners in 2022 as people return to their pre-pandemic cleansing routines – are you staying on top of the trends?
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.
