HEALTH & BEAUTY | 21/22 - Cry Havoc
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REPORT
TREND
HEALTH & BEAUTY | 21/22
TREND
TRENDREPORT
REPORT | | HEALTH
HEALTH&&BEAUTY
BEAUTY21/22
21/22
22
TRENDREPORT
TREND REPORT | | HEALTH
HEALTH&&BEAUTY
BEAUTY21/22
21/22
Across the industry, we’re finally starting to see health and
beauty break free from confinement, with the re-emergence of
70s fashion and beauty hackers ripping up the rule book.
Elsewhere, brand & retail giants are competing to dominate
the digital beauty space, developments in AR technology are
opening up new e-commerce possibilities, and new product
developments seek to create a more inclusive health and beauty
market.
In our latest 2021/22 Health and Beauty trend report, we’ll
explore all these and more – while also predicting what a post-
pandemic beauty sector looks like, diving into how COVID has
changed buying habits (and how brands will continue to adapt!)
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TREND REPORT | HEALTH & BEAUTY 21/22
Release the wolves
Welcome to the dawn of post-pandemic punk, where people are bored of their everyday beauty
routines. Instead, we’re all itching to mix things up, try new products and get properly creative.
Online beauty hackers are at the forefront of this experimentation – creating an influx of trends,
like the 70’s Disco Fashion throwbacks, bringing bright pops of colour, perms and the “wolf cut” to
the mainstream once again.
A TikTok favourite, the wolf cut resembles a mash-up of a shag and mullet, with choppy layers that
perfectly encapsulate the anti-aesthetic post-pandemic trend. It’s got strong crossover appeal too,
with global pop icon Billie Eilish breaking TikTok records by racking up 1 million likes in 6 minutes
after sharing a snap of her fresh wolf cut. Now powering past 23 million likes, it’s the third most-
liked photo on the social media site.
As a result, we’re predicting a punk-ish style revolution in 2022, continuing to draw from the bold
and dynamic fashions of previous decades. Looking back on history and the trends that have sprung
up after social crisis, we can confidently say that ’22 will be all about vibrant expression.
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TREND REPORT | HEALTH & BEAUTY 21/22
Bright pops of colour, bold patterns and
the re-emergence of 70’s disco fashion.
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TREND REPORT | HEALTH & BEAUTY 21/22
From Superfood
to Serum
Chemical-based skincare, your time is up. Throughout 2021, “skinimalism” and “clean beauty” have been the biggest
buzzwords, phrases coined for using the minimum amount of product – with a safe, non-toxic and transparent list
of ingredients – for maximum benefit. Synthetic skincare has been axed and replaced with natural alternatives,
developing routines designed to nourish your body’s health and well-being inside and out.
We believe a demand for brands with naturally-derived ingredients and as a result, social awareness, will continue
into ’22 – underpinning the buying habits of most beauty consumers.
“A Harper’s BAZAAR poll of more than 1,000 women across all ages, races, and ethnicities, discovered more
than 60% of women would be willing to spend on new brands if they were offering natural products. New
sustainable brands also attracted the interest of 55% of those surveyed.”
‘Sporing’ into the beauty market, mushroom-based products are booming too. After all, what could be more
natural than fungi?
From anti-inflammatory properties and antioxidants to water retention for deeply hydrated and soothed skin,
mushrooms are packed with medicinal and nutritional benefits, making them the perfect choice to transform
from superfood into serums. Naturally, this “shroom boom” can be partially attributed to COVID concerns too,
with customers seeking out more holistic health and wellness products, especially ones tipped to protect the
skin from stress and environmental pollutants.
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TREND REPORT | HEALTH & BEAUTY 21/22
Featured mushroom based products:
Pink cloud jelly cleanser, Volition serum,
Beauty Shroom serum, Origins
Mega-Mushroom range.
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TREND REPORT | HEALTH & BEAUTY 21/22
Beauty 4.0
“We’re in the midst of a significant transformation regarding the way we produce products thanks to the digitisation
of manufacturing. This transition is so compelling that it is being called Industry 4.0.” – Forbes
The health and beauty sector has always prided itself on being at the cutting edge of e-commerce, with top UK
sites like Net-A-Porter, Feel Unique, LookFantastic, Cult Beauty and Beauty Bay leading the way, to name but a few.
However, when you add the pandemic’s online demand and push for wellness and accessibility on top, digital beauty
has suddenly been “on steroids”, as one expert put it.
Amid sky-rocketing online sales, brands are increasingly looking for new ways to stand out in the digital space, with
plenty turning to AR and VR technology. Adapting to demand, multimedia messaging app Snapchat announced a
range of AR camera advancements at their 2021 Partner summit. Key innovations included 3D Body Mesh and Cloth
Simulation, allowing clothes to visually adapt and fit to all body shapes and sizes through the app.
Unsurprisingly, Snapchat’s brand partners Farfetch, Prada and MAC Cosmetics are already at the forefront of using
these AR tools – transforming them into voice and gesture-controlled virtual product ‘try-ons’. Paired with links to
buy in-app, Snapchat clearly aims to become a “new point of sale”.
By bringing this AR and VR tech to the mainstream, we’re excited to see if platforms like Snapchat can create
seamless online shopping experiences. Want to see how that dress would fit without having to take off your pyjamas?
No problem. Want to test out the right shade of foundation or lipstick without having to pop to the shops? Try it from
your phone. The future of beauty is increasingly digital, and it’s time to get on-board.
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TREND REPORT | HEALTH & BEAUTY 21/22
Advancements in AR + VR
technology, showcased at
Snapchat’s 2021 Partner Summit.
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TREND REPORT | HEALTH & BEAUTY 21/22
Beauty hackers
Who influences health and beauty most these days? Whilst big brand giants fight it out using advanced
tech and high media spends, teens on TikTok are busy creating viral product sensations overnight – and
winning.
From the previously mentioned “wolf cut” to “slugging” and “soap brows”- TikTok is the place to look for
the latest “holy grail” beauty products and hacks right now. Their secret? Providing a platform for users
to freely share their hidden tricks and drugstore dupes worth trying – often the most sought-after and
consumed content among health and beauty customers.
What does it all mean?
Check out our Top 5 TikTok translations:
• Slugging – applying petroleum jelly after moisturising, locking active ingredients into the skin.
• Soap brows – instead of using a brow gel, try rubbing a spoolie brush on a bar of soap.
• Heatless curls – wrapping hair around dressing gown cords/ socks/ old t-shirts to create healthy
curled hair.
• Hydrocolloid bandages – used for pimples to absorb excess fluid.
• Q-tip hack – biting a Q-tip whilst applying lipstick for a flawless finish.
Our TikTok hall of fame
Freck, Starface, CeraVe, Buns of Glowry, Pears.
10TREND REPORT | HEALTH & BEAUTY 21/22
Heatless curls, the Q-tip hack & slugging.
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Space at the table
All the trends we’ve explored so far share one crucial theme – the need for inclusivity and personalisation within health
and beauty. “Release the Wolves” sees this through the abandonment of rules, allowing people to own new styles and
test binary constructs. “Beauty Hackers” instead sees teens turning away from Instagram’s heavily targeted cookies and
dictated brand ads to the freedom of TikTok, where content has less rules and a wider reach.
“Superfood to Serum” shows the power of personal purchasing choice (less chemical, more natural) affect the market as
a whole, which is echoed in the camera technology advancements of “Beauty 4.0”, with an expansion to include all body
shapes and skin colours.
In short, digital tech has opened the market up further than ever before, welcoming in a new wave of personalised
beauty brands. Last year we saw the success of haircare brand Function of Beauty – creating tailored hair goals, scents
and colours for shampoo and conditioners. Now, skincare brands are clearly following suit.
With the growing popularity of Clinique’s ID range, we predict that new product development and brands such as
“Routinely” will come to the forefront this year, spreading into health with personalised vitamins, supplements and
more. After all, bespoke products offer an almost unparalleled freedom for customers to mix and match, giving them the
empowerment and flexibility they so clearly want.
“Consumers carefully analyse ingredient lists, and they choose brands that share their values and community.
They’re also looking to new technology and artificial intelligence to personalize their beauty routines—helping them
not only look good, but also feel good.“
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Demand for personalisation and
brands with social awareness sees
new thinking emerge in the health
& beauty sector.
13TREND REPORT | HEALTH & BEAUTY 21/22
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14TREND REPORT | HEALTH & BEAUTY 21/22 15
MEL DRUMMOND GROWTH DIRECTOR mel.drummond@cry-havoc.co.uk DJ WINKWORTH BUSINESS DEVELOPMENT MANGER david.winkworth@cry-havoc.co.uk Sourced via : greenpeople.co.uk/blogs/the-beauty-hub/2020-2021-winter-beauty-trends / thebeyondbeautyreport.com / wgsn.com/blogs/beauty-looks-set- to-embrace-the-roaring-20s-2-0 / harpersbazaar.com.sg/beauty/best-spring-summer-2021-beauty-trends-how-to/ stylist.co.uk/beauty/modern-perm-hair- trend/ wgsn.com/blogs/the-value-of-truth-in-beauty/ instagram.com/p/CP0xHB3nsGC/ dermstore.com/blog/top_ten/mushroom-benefits-for-skin/ yieldify. com/free-guides/beauty-ecommerce-trends/ nielsen.com/eu/en/insights/article/2019/mindful-cosmetics-consumers-want-beauty-with-heart/ forbes.com/sites/biancasalonga/2021/03/19/skinmalism-your-guide-to-the-biggest-beauty-trend-for-2021/ wgsn.com/blogs/why-mushrooms-are-taking-over-the-beauty-industry/ dazeddigital.com/skincare-mushroom-products-alumier-lush-moon-juice-ren/ dazeddigital.com/beauty/testing-the-tiktok-q-tip-hack-that-promises-to-give-you-perfect-lipstick/ yieldify.com/free-guides/beauty-ecommerce-trends/ arpost.co/2021/05/21/highlights-2021-snap-partner-summit/ forbes.com/sites/bernardmarr/2018/09/02/what-is-industry-4- 0-heres-a-super-easy-explanation-for-anyone/?sh=3f0801e9788a/ cosmeticsdesign-europe.com/Article/2021/05/19/Personalised-skin-care-startup-app-Routinely-launches-with- Beiersdorf-investment-backing/ hcosmeticsdesign-europe.com/Article/2021/04/26/COVID-19-consumer-behaviour-trends-show-digital-uprising-promise-in-beauty-says-Accenture/ nme.com/news/music/billie-eilish-breaks-instagram-record-for-second-time-with-british-vogue-cover-2933302/ instagram.com/urgalsal_/ instagram.com/hungermagazine/
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