Luxury Cosmetics brands are competing in an extremely crowded space, so paying close attention to the needs of your customer base is critical to remaining agile and ahead of the curve. When it comes to cleansers, in particular, consumers are looking for products that solve their needs for intensive moisturization, bacteria removal, SPF protection, and more.
What is a Need State? Need states are factors that motivate a consumer to buy a specific product. In this case, 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.
These Aren’t Wants, They’re Needs and Must-Haves.
The graphic below breaks down the eight luxury cleanser need states we believe possess the highest 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.
Intensive Moisture
Intensive Moisture will see some massive movement moving into 2022, with a predicted 223.60 growth potential.
But, what separates Intensive Moisture products from regular moisturizers? Put simply, Intensive Moisturizers contain a blend of moisturizers designed to rehydrate the skin intensely — they’re like moisturizers on steroids.
Pharell’s all-gender skincare brand, Humanrace, is leading by example with its Humidifying Cream that recreates the “positive effects that humidity has on your skin. With Gen Z assuming the majority of 2022’s buying power paired with their enthusiasm for skincare, brands need to adjust product development pipelines to address moisturizing products that pack more punch into less product. Why buy a regular moisturizer when you can pick up an intensive moisturizer that does more with fewer applications?
Removes Bacteria
Younger consumers mean fundamentally different skincare needs. Products that help Remove Bacteria will be trending in 2022 despite holding the smallest share of voice (0.23 percent) on our predicted winner’s list. Our team predicts Bacteria Removal products or those that focus on reduction of germs like this one from Elemis will experience triple-digit growth (252.17 percent), providing a massive runway for success next year.
While these products are typically geared towards Gen Z and Millenial consumers, Bacteria Removal is beneficial for any generation. So, brands can capitalize on the trending need state to win new customers heading into the new year.
Sun Protection
The team here at Simporter predicts Sun Protection and SPF-infused products have a 49.31 percent growth potential for 2022. Few consumers want to lather on oily sunscreen right after completing their daily beauty routine, so why not use products with added SPF benefits and daily UV protection?
With a 2.85 share of voice, Sun Protection will continue to stay top-of-mind for consumers. Products like this one highlight the ability to both remove makeup, cleanse your pores, and also protect your skin from harmful sun damage. Brands like Fenty Beauty or Rare Beauty are beginning to incorporate Sun Protection benefits into their product lineup as well.
Dark Spots
Goodbye Dark Spots, Hello Niacinimide. Products containing Niacinimide (an ingredient we already predicted would be trending here) help reduce the appearance of Dark Spots, a key consumer need state for 2022. We forecast this need state will grow 80.74 percent next year despite its modest 0.63 percent share of voice.
While often plaguing people over 50, younger consumers can also develop dark spots from too much sun exposure. Brands should tap into this multi-generational skincare need to perform well within the luxury cleanser market in 2022. Consumers will lean on products like Glossier’s Cleanser Concentrate to get rid of those pesky dark spots.
Eczema
We predict cleansers that address Eczema will grow 34.78 percent in 2022. Eczema-focused cleansers (0.94 percent share of voice) can provide relief for those who need it, but they also offer Intensive Moisture benefits for the average consumer. As consumers try to get more done with fewer products, Eczema-oriented cleansers will come in handy.
Convenient
We said it before, convenience is king and not something many of 2022’s consumers will be willing to compromise. So, don’t be surprised to see Convenience products, which hold a 0.40 percent share of voice, grow 27.17 percent next year.
Makes Skin Glow
Gen Z is uniquely enthusiastic about skincare and driving demand for products that Make the Skin Glow. We predict this need state will grow 25.86 percent in 2022, even with a humble 0.85 share of voice.
The Queen of glow herself, Jennifer Lopez, bottled her signature glow into this Gel Cream Cleanser that promises clearer and radiant-bright skin. Brands should promote similar products that give the perfect glow-boost and enhance a wearer’s natural beauty.
Blemishes
Nobody likes them, but everyone has had to deal with them. That’s right — we’re talking blemishes. This evergreen need state will likely always be top-of-mind for consumers, but it has particular growth potential for 2022 (21.40 percent). Gen Z’s unmatched focus on skincare and acne-prone age range provides a perfect runway for brands to capitalize on blemish-reducing cleansers in 2022.
Need More Intel?
We’ve shared what need states we believe will be winners in 2022 within the Luxury Cleansers market. But, if you want more guidance on how to navigate next year’s challenges, you’ve come to the right place.
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.
