In a tutorial that runs for almost eight minutes, Mak Rye Park aka Korean Grandma shows how to apply 17 beauty products including toner, moisturiser, concealer, bronzer and a green lipstick that turns red when smeared on the lips.
The 71-year-old YouTuber peculiarly flicks a lighter to heat a toothpick used as an eyelash fixer in the video demonstrating how to get the "going to the dentist and market make-up look".
The lively senior vlogger exemplifies the diverse consumer whereas last year cosmetics companies largely targeted millennials.
Consumers increasingly demand personalised beauty solutions, which is one of the four global trends in 2018 spotted by marketing intelligence and analysed from Mintel's Global New Products Database.
The use of digital technology, building brand persona and natural products will also be trending and propelling a fundamental shift in the beauty and personal care industry.
"Beauty brands will need to understand the diversity of consumers and help them identify as well as embrace their true selves, of which can be derived from their lifestyles or behaviours on social media," said Sharon Kwek, a senior analyst at Mintel. "In understanding consumer demands and beliefs, brands can then set the next beauty codes to help consumers look and feel good about themselves, embracing who they truly are regardless of age, gender or ethnic group."
Armed with online information, consumers seek options that answer their individual needs. Hence, new indie brands appeal to them by offering fresh perspectives and unique benefits that cosmetics giants in the industry can't fulfil.
A South Korean beauty start-up, Toun28 offers natural, chemical-free, bespoke products based on facial analysis, with each product addressing a different part of the face. One batch lasts 28 days; each subsequent batch is made based on Toun28's algorithm, which predicts the user's needs.
Cosmetic formulas will be powered by biotechnologically-enhanced natural ingredients.
Another indie brand, Glossier, was founded by Emily Weiss, who involves consumers in the product development process and listens to their needs through social media.
"Emily Weiss took to social media to decide on the next innovation based on consumer feedback and understanding. With packaging designed with Instagram in mind, the brand relies on the selfie generation to help spread the word and promote the brand and its products," said Kwek.
"She also started a blog, 'Into The Gloss', as a means to tell stories as well as connect with the beauty community in a personal manner -- and she has proven success with this strategy. Consumers feel as if they are part of the brand's journey and growth."
With the increasing number of brands and so many products on the shelves, digital technology will influence purchasing decisions and make shopping more personal.
In 2018, more health/beauty apps and devices will use consumers' biometric data to create a real-time set of recommendations that makes product discovery faster and more personal.
New technology can even interpret consumers' facial expressions and eye movements to determine their product preferences and offer help, both in-store and online. Smashbox has worked with ModiFace to trial this eye-movement tracking technology to monitor interest, enabling the brand to prompt the user to buy or look up more information about the make-up products.Sephora and Ulta are among the 20 retail brands selected to pilot Instagram's shoppable platform. Tapping the shoppable posts, the names and prices of the pictured products appear and within three clicks the user is directed to the website for the online purchasing.
The legion of beauty influencers, observed Kwek, will continue to play a role in buying decisions but in a more intimate way.
"Consumers look to social media for reviews and reassurance on what they may have already decided on. It is not just what they see online, such as product swatches and demonstrations, but how they feel towards the people behind the writing and making of the reviews and tutorials," she said. "Consumers will gravitate towards online personas who they can personally connect with and share the same values -- this making them trust in the reviewed brands and products."
Likewise, brand persona will also become paramount as more consumers expect to see their values reflected in the products they buy and the companies they support.
Championing worthy causes will become an essential element in doing business but rather than simply helping charity, the focus may be more on funding educational projects and addressing environmental and ethical issues.
Green products will further gain popularity but through consumers buying locally-produced and small-batch products featuring locally-sourced and biotechnologically-enhanced natural ingredients.
"The locavore concept is more commonly adopted today. Consumers are increasingly scrutinising the source of ingredients as they view natural ingredients as safe and pure," said Kwek.
Local sourcing and production of ingredients also strengthens local pride among manufacturers as well as consumers seeking beauty products that reflect their roots.
