Page 4 - CB Report Flipbook

2020 Caire Beauty
Industry Trends
Microbiome
Most consumers are familiar with the gut’s microbiome however, the beauty industry is shifting attention to the skin’s microbiome. As a result, microbiome skincare is expected to be an important trend within the next 2 years. This subsection of skincare is likely to deeply resonate with Caire’s target demographic given that increasing the level of good bacteria on your skin through microbiome skincare is effective in combating bacterial and fungal rashes (i.e. eczema, psoriasis, tinea versicolor, dandruff, etc.). A significant portion of these skin conditions are noted as concerns for the 40+ community. Most of these conditions recur seasonally, which presents continued demand for microbiome skincare products. Brands that are currently capitalizing on this opportunity include Tula, Mother Dirt, Tata, and REN.
Customization
As Caire expands their line of products, adding an option for personalized skin care packages can be considered as a lucrative area of opportunity. Bundling products will increase average purchases. Additionally, members of Caire’s target demographic noted that they highly value product recommendations from brands and retailers. Customer surveys can be used to inform bundle recommendations. Furthermore, responses from these surveys can be compiled into a database used to identify key attributes of the Caire’s target demographic
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Beauty as a Form of Self Care
For many consumers, their skincare routine has grown beyond serving as a daily ritual. Skincare routines are now a part of the self- care lifestyle movement. Consumers are exhibiting increased attention to self-care, in relation to mental health and leading a fulfilling life. Caire should look to tap into this movement. In the short term, Caire can begin generating content on social media platforms centered around the self-care lifestyle. Long term initiatives would include expanding product offerings to cater to consumers’ self- care needs as they transcend through pivotal life moments. Caire should strive to foster a community where consumers feel as though the brand represents a safe haven. In today's hectic times what says “I care” more than keeping up with your personal needs?
Gen Z/Millenial Overlap
Although Caire’s face mask and serum are specialized for a 40+ demographic, market research shows an overlap in skincare concerns for Gen X, Millennials, and Gen Z. Younger demographics account for a sizable portion of the beauty industry’s yearly sales. Caire can tap into this market by advertising their products as preventative skincare for younger consumers. An example of a crossover product that would be effective across age groups is a hydrating moisturizer with SPF. This type of product prolongs wrinkle development for younger generations and prevents further wrinkle development for older demographics. Additionally, Caire can leverage its sustainable and vegan social initiatives to capture a younger market. Long term plans for such an initiative would include launching a diffusion line specifically for gen-z/millennial consumers and creating a separate digital presence.
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