2019 is just around the corner, bringing with it a whole new set of beauty trends for both skincare and cosmetics. We used consumer conversations on social media to identify 2019’s top ingredients as well as the benefits customers associate with them.
To make our predictions, we analyzed 48 million social posts in the beauty vertical using Social Standards’ Consumer Analytics tool. Ingredients that have been increasing in social conversations over the last 3 months with continued growth month over month were included in our list of the top prospects for 2019.
Based on growth, the top 5 skincare ingredients for 2019 are:
- Vitamin B
To find out what motivates consumer interest in these ingredients, we looked at the benefits and concerns regularly mentioned alongside them. Consumers are taking a holistic approach to skincare, with a clear preference for anti-aging, hydrating, and natural products that enhance the health of their skin, not just its appearance.
Anti-Aging & Wrinkles
Looking at the top 5 ingredients for 2019, coenzyme and vitamin B are the ingredients most regularly associated with anti-aging and wrinkles, likely due to their antioxidant properties.
Almost 20% of conversations about coenzyme and more than 10% of conversations about vitamin B are associated with anti-aging. In contrast, consumers associate these ingredients with wrinkles (and wrinkle reduction) at a rate of 14% and 7%, respectively.
In particular, consumers look to coenzyme and vitamin B to reduce skin damage. The term ‘thickening’ over-indexes with both these ingredients, which means that consumers mention it more often in relation to them than to the average beauty topic.
Along with reversing damage, 2019's top ingredients protect the skin.
Vitamin B and coenzyme remain top of mind for consumers looking to hydrate their skin. Vitamin B is discussed alongside hydration in nearly 14% of beauty conversations, while hydration is mentioned in 10% of beauty posts about coenzyme.
Moringa isn't far behind: 9% of conversations about this superfood mention hydration. We’ve been watching its rise in the food and beverage vertical for a while, and given its ability to reduce fine lines and sagging skin, it’s a natural fit for beauty.
Natural & Organic
Consumer conversations about the top ingredients for 2019 reveal that natural skincare solutions are in high demand.
Consumers embrace moringa as a natural skincare option. The term ‘natural’ is mentioned in over 40% of posts about moringa—almost twice as often as either term is mentioned in relation to coenzyme. Moringa boosts collagen production, reduces fine lines, and firms sagging skin, making it ideal for consumers seeking plant-based options to add to their skincare regimen.
Moringa again leads the pack when it comes to mentions of ‘organic,’ but creatine and spirulina are also rising stars. Both ingredients help skin retain moisture and promote faster cell turnover, so it’s no wonder they’re starting to appear in beauty conversations.
The era of functional skincare has arrived. Consumers are looking for holistic skincare products featuring ingredients that improve the health of their skin and look good. By emphasizing these qualities, skincare brands can capitalize on the appetite for new ingredients and help their customers shine.
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