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Natural Products News Round Table – Part 4 – Beauty Trends 2017

Natural Products News Round Table – Part 4 – Beauty Trends 2017

by | Jun 1, 2017 | News

Back in October last year, I was invited to the Diversified headquarters in Brighton. Diversified are the publishers of Natural Products News and Natural Beauty News, amongst other titles, and organisers of several trade events including Natural & Organic Products Europe.  

The panel was chaired by Julia Zaltzman, editor of Natural Beauty News, and also sitting were Sonia White, founder of Love Lula, Donna Ashcroft, buyer at www.biggreensmile.com and Lorraine Dallmeier from Formula Botanica.

Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the fourth question:

4. Trends of 2017 – What are the big trends set to make an impact in 2017?

The popularity of mineral makeup continues to grow, and there are several makeup trends that are incredibly easy to recreate with natural and organic products.

I think the global beauty trend will continue to grow, we saw so many Ayurvedic and African beauty brands launched last year, plus there are a lot of natural and organic beauty brands coming out of Eastern Europe.

Slow beauty continues to grow: products made with five or fewer ingredients, with the emphasis on less is more. The DIY beauty trend will also continue on the back of the slow beauty movement. Fresh beauty will also become more prominent: beauty products made with fresh food ingredients that are kept in the fridge.

The rise of beauty from within products also shouldn’t be ignored: supplements for beauty are on the up. Several collagen brands have launched already in 2017, and we have also seen beauty complexes from supplement brands become the focus of big marketing campaigns for brands.

When it comes to skincare trends, 2016 saw a rise in consumer interest in natural and organic products. Trends for 2017 in skincare include:

Superfoods in Beauty: think kale, algae, coconut and Indonesian tropical superfruit mangosteen.

Pre- and Pro- biotics in Skincare: beneficial ingredients to feed your skin’s probiotic cultures, plus the good bacteria beneficial for our skin’s health, such as lactobacillus and bifidobacterium. Prebiotics are ingredients, such as fermented radish root and black tea extract, that feed the probiotics living on your skin.

Daily Exfoliation: scrubs that are gentle enough to use every day that don’t strip the skin of its essential sebum and help improve dry, flaky skin, encourage cell turnover, brighten and tone the skin.

When it comes to makeup trends, here is our roundup:

Bare-Faced Beauty

No makeup-makeup is still a huge trend but for those who aren’t blessed with flawless skin, there is always the option to cheat! The best starting point on your journey to a clear complexion is ensuring you have a stellar beauty regime, ensuring you cleanse, tone and moisturise day and night. Remove your makeup religiously, and try to go at least two days a week without makeup.

For a little helping hand to achieve a radiant complexion that still looks natural, utilise a BB or CC Cream. Apply with a foundation brush to blend well and for ultimate dewiness finish skin with a spritz of toner. This will also help set your coverage.

Glossed Everything

After the big trend of matte lips it was great to see lipgloss making a comeback for 2017. Lip gloss helps lips appear fuller as it gives depth, the shine makes the lips appear healthy and more youthful. It’s not just lips however that are up for a glossing. Glossy eyelids are still a big look, and the gloss trend has also move to cheekbones and collarbones – think about how you would use a highlighter and try substituting your highlighter for either a clear or nude gloss.

Lipstick as Blusher

Makeup artists frequently use lipsticks on the cheeks, but the success of pulling off this look all depends on the quality of the lipstick. Ideally, you want a product that’s not too matte, not too glossy and fairly sheer. The colour needs to be considered carefully, the shade needs to be fairly neutral. Think pale pinks, beige-pinks and corals and be sure to use a primer on your skin first to create a long-lasting barely there but beautifully blushed look. Wear the same colour on both your lips and cheeks to tap into the monochromatic makeup trend of 2017, in a stylish and modern way.

Have we missed any key trends for 2017? What do you predict for the coming months? Email us hi@rebeccagoodyear.com

Natural Products News Round Table – Part 3 – Future Proofing the Natural Products Industry

Natural Products News Round Table – Part 3 – Future Proofing the Natural Products Industry

by | May 25, 2017 | News

Back in October last year, I was invited to the Diversified headquarters in Brighton. Diversified are the publishers of Natural Products News and Natural Beauty News, amongst other titles, and organisers of several trade events including Natural & Organic Products Europe.  

The panel was chaired by Julia Zaltzman, editor of Natural Beauty News, and also sitting were Jayn Sterland, managing director of Weleda, Kirstie & Luke Sherriff co-founders of Pinks Boutique and Stockport health store Amaranth’s owner, Joanne Hill.

Four questions were posed, and I thought it would be interesting to share my musings on all of them with you. Here is the third question:

  1. Future Proofing – We continue to see growth in the natural beauty industry – the Soil Association’s 2015 Organic Market Report showed sales of its certified organic beauty products jumped 20% in 2014, to reach just over £44m. The number of applicants it received grew 51% – but can we keep the integrity of organic intact whilst still being able to scale it up?

I believe that yes, the natural products industry can maintain its integrity and scale its growth, however in order to do this we need to unify on messaging to consumers. The Soil Association’s #campaignforclarity and #lookforthelabel messages are fabulous for both businesses and consumers alike.

I believe for continued growth, the natural products industry needs to go back to its roots and jump on board the slow movement. Storytelling remains an important element for natural products brands, and sustainability and traceability ethics are only going to become more important for consumers as they become more aware of and engaged with environmental issues.

At the Organic Beauty Week briefing for 2016, David from Herbfarmacy raised a very valid point: “less of the free from, more of the “from”.” In other words, brands need to focus more on the benefits of natural and organic, and not just bad mouth mainstream ingredients. Natural brands have an ongoing responsibility to continue the education of consumers when it comes to ingredients and benefits.

There is also education to be done with pushing the message that organic is not more expensive. Yes, it may be more expensive that the cheap mainstream products, but when compared to a product of similar quality and brand positioning, one will find time and time again that natural and/or organic are not necessarily the more expensive options. Particularly when you look at the cost of ingredients inside.

Greenwashing must be fought, but not in a radicalised extremist way. Again, this all comes down to how you convey the message, and always make sure your points are backed up with hard scientific facts. Give your statements credibility, don’t leave yourself open to criticism for having a weak argument.

For brands, when they think about scaling up, they must understand that different channels have different roles and functions within their growth:

  • Independents: the trusted companion. These stores have an incredibly loyal customer base and are going to be around forever. Compare them to London corner shops, which I am sure everyone thought would close down as supermarkets and “local” supermarkets came into existence. The corner shops are still going strong, and some of them are even stocking natural product basics now!
  • Multis: the threat for the independents. However, these stores are undoubtedly selling products at a higher price point than the indies. The multis are destinations for natural health and beauty newbies, tourists, or a day’s outing as a special treat for those passionate about organic.
  • Supermarkets: the convenience. Who doesn’t want to be able to pick up a body wash or soap because they’ve run out, whilst doing their weekly shop? The shop can be in store or online. The best thing for the industry about natural and organic being in supermarkets is the massive exposure to millions of consumers. It has certainly aided progress of natural and organic into the mainstream.
  • Department stores and concept stores: the shopping window. These listings are not always lucrative for brands, but they still serve a purpose. They give brands kudos, and like supermarkets, they act as a window to raise brand awareness due to the large footfall within such stores.

How do you feel about the progression of natural and organic into the mainstream? Do you think we can future-proof the industry? We’d love to hear from you! me@rebeccagoodyear.com