The cosmetics and beauty industry latest points 2025

A greater variety of new product developments are currently being driven by shifting consumer preferences and expectations. As a result, creating a new formulation alone frequently isn’t sufficient to obtain a competitive advantage or establish distinction. Customers of today have higher expectations of both the brand and its goods: they want a customized experience to feel that the things they use are relevant to them and satisfy their unique needs.

The personal care industry is big business:

It’s much more difficult for companies to engage with consumers in today’s digital market and persuade them of the effectiveness of their products using traditional marketing techniques. Customers’ brand loyalty is changing, as they are now more interested in what their peers and influencers have to say than in brands. Research supports this by demonstrating that people trust suggestions from others above brands and are more inclined to believe an internet review than any claim made by the brand. They can obtain information, advice, and tips on personal care and beauty from salon professionals, social media, friends, and others.

Information overload to informed choice

The trend is personalization

A product that is tailored, relevant, and meets consumers’ needs at an individual level; and they’re much less concerned with which brand is delivering it to them.We see devices playing a major role in this story because they can get up close, into the hands of 

Digital beauty

Digital gadgets are transforming the beauty industry, spawning a new ecosystem of products that allow an individual’s physical characteristics to be evaluated, monitored, and improved on a continual basis.For global brands, it is also critical to understand how this story varies across cultures. In our experience and from holding focus groups around the world, we saw significant disparities in need; for example, in China, we observed a tremendous shift and acceptance of the use of gadgets for many components of the beauty regime. Further research found that this was motivated by a cultural reluctance to directly touching the skin, which is regarded as unsanitary and harmful.

The future of cosmetics and beauty

Our experience developing consumer devices has taught us that the best solutions are produced when a multidisciplinary team of scientists, engineers, and designers collaborate and challenge one another from the beginning. It is because of this approach that the major brands and challenger organizations are competing and winning customers on a level playing field. The industry today encompasses more than just creams and cosmetics; software experts, device designers, and product developers are joining

the team. We know this better than most: Sagentia’s history is rooted on the use of science and technology, and this continues to be the foundation of our innovation strategy. 

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