Key trends emerge in cosmetics industry says Euro RSCG study

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Although standards of beauty vary by culture and ethnicity, the trends underlying those standards often prove constant across national boundaries, according to a report released by leading advertising agency Euro RSCG Worldwide.

The study Five Trends Shaping the Future of the Cosmetics Industry, looks at the rapidly growing senior market and the trend in the West toward multi-culturalism and personalisation. Together these shifts are changing the beauty market and our ideas about what is beautiful.

"An important impact of multiculturalism is a move away from the European ideal of beauty," said Euro RSCG director and author of the report Ann O'Reilly. This is particularly evident in the US market where more than a quarter of residents are African American, Hispanic or Asian. Other product trends being experienced in domestic stores and duty-free, are a shift toward wellness and health in the form of cosmeceuticals and multi-functional products. There has also been a move toward 'personal branding' and more customised beauty products such as Three Custom Color, Colorlab and other specialists offering colour analysis for the consumer.

More information on the report can be obtained by visiting the Euro RSCG website at: www.eurorscg.com