Trends to Watch in 2022
It’s that time of the year again where we polish our crystal balls and get thinking about what lies ahead for beauty and wellness in 2022. Here are the 8 bigger picture trends we think are worth taking note of and discussing with your teams as a part of your 2022 strategy.
#1 Omnichannel Retail
We are longtime believers that your retail strategy should be about bricks and mortar AND ecommerce. Traditionally, these were treated as two different worlds but the future requires brands to bridge the gap between online and offline to create a seamless shopping experience.
Expect to see a rise in same day delivery and in-store pickup services and a surge in virtual try-on and social commerce apps.
Understanding the shopping mindset of your customer will help you determine which elements of the omnichannel approach are vital to your retail strategy. Perhaps you're a DTC brand ready to launch into department stores, a wellness brand looking for a duty free retail opportunity or maybe your next step is to explore shopping in the metaverse or live streaming.
#2 Community Over Audience
There is a sea of choice these days whether you’re shopping for shampoo or wellbeing teas. We’re often reading reports that highlight how much brand loyalty is continually dropping. The solution? Foster a community, don't just see them as your “target audience”. Creating a community (often digital-first) around your brand can mean delivering a content-driven approach that offers something meaningful beyond the product.
We’ll start to see a rise in loyalty programs (from referral schemes to points-based systems), affiliate programs, community exclusive offers and a strategic move to nurture your email subscriber database. Don’t underestimate the power of the inbox both via email or SMS.
#3 The Well Factor
A term we have referred to a lot over 2021 is the idea of brands needing to have a “well factor”. It stems from the understanding that the integration between beauty and wellness continues to strengthen.
We will start to see more brands in the skincare, fragrance and makeup space touch on wellbeing, selfcare and creative expression as a means of tapping into the emotional benefits and integration of these industries. Brands that already offer products or services around Ayurveda, Traditional Chinese Medicine, Korean wellness and microbiome/gut health will find their offerings merging across topicals and ingestibles.
#4 Braced for Burnout
A study carried out by Indeed highlighted that 52% of respondents experienced burnout in 2021 with 80% of them attributing Covid-19 to workplace burnout (source). For years, “burnout syndrome” has been on the rise and post-pandemic the health, wellness and beauty industries are developing a deeper understanding of how it affects people’s daily lives.
This will continue to translate into a deeper focus on products and services geared towards stress and sleep management. We’re talking CBD infused creams, candles and teas to bath products and at-home wellness tools such as acupuncture mats, humidifiers, diffusers and weighted blankets.
#5 Functional Fragrance
Another example of the convergence between the beauty and wellness industries. Functional fragrance has become a key driver of this sector with the development of scents designed to boost moods, calm or reduce stress, enhance sleep or build energy.
There is incredible whitespace for brands to take on a technological approach to scent using AI, neuroscience data, QR codes and NFC chips to build a connected approach to fragrance. Merging the online and offline worlds, scents can be elevated through playlists and virtual worlds for a more immersive experience. You can read more about fragrance’s fascinating future in this Global Wellness Summit article.
#6 Makeup Maximalism
After nearly 2 years of many of us having to resort to Zoom calls over face-to-face meetings, it has changed the way many people see and present themselves. We’ve had access to filters to paint ourselves in the best light (with or without makeup) and whilst it felt convenient for a while people are now finding themselves drawn to makeup again and wanting to make an effort for their own personal wellbeing.
Makeup maximalism doesn’t necessarily mean pulling out all the stops for a face of full coverage makeup. It focuses more on experimentation, creative expression and a longing to wear bold colours again. This also extends to the nail category where bejeweled looks, artistic manicures and a non-gendered approach to colour cosmetics will prevail in 2022 and beyond.
#7 Brand Values Take Center Stage
When was the last time you took a step back and assessed what your brand stands for? What this looks like on paper and in reality may not always be in alignment. Going forward it will be vital for brands to know and own their values and open authentic lines of communication with their customers and community. Sustainability, social good and the well factor are all elements quickly becoming must-have pillars for brands to define their values on and stand out amongst growing expectations for conscious consumerism.
#8 Women’s Wellness - The Next Frontier
The exponential growth of the wellness industry converges well with beauty when it comes to women’s wellness. There is great whitespace in this sector categorised by subsets of the market including period care, sexual wellbeing, pregnancy and postpartum recovery and menopause. We expect to see brands deliver services, products, education and support around these once taboo topics. At Constellar, we’ve been analysing the market and brands to watch in women’s wellness. You can read the first two installments of our series here:
So What’s Next in Sexual Wellness for Women?
If you’d like to discuss any of these trends further and how they can impact and improve your strategies for the year ahead drop us an email at hello@constellarconsultancy.com.