Keeping Tabs on What’s Trending in Health, Beauty and Baby

May 3, 2018

Rebecca Young, Senior Manager, Category Solutions for Daymon is a resident expert in all things health, beauty and baby. During her 13 years with Daymon, she has managed the launch of several new private label beauty brands and packaging redesigns and helped to evolve the brands to connect with the changing needs of today’s consumers. Retail News Insider sat down with Young to find out more about those changing needs and trends that retailers should be paying attention to.

RNI: Wellness was a big trend in Daymon’s 2018 Private Brand Intelligence Report. This obviously plays into health, but what about the beauty and baby categories?

RY: When it comes to beauty, people are understanding that what they put on their body is going to impact the inside. Consumers are more aware than ever of nutrient rich ingredients in the foods they eat. So you’re seeing skin care products that incorporate these ingredients—things like kale, açai and alfalfa.

In the baby category, what we’re finding is that the lifestyle that a mom has adopted—for example, to have a nutrient-rich diet or to eat superfoods—she wants those same type of products for her family and for her baby. They’re thinking about what you put in your body, what you put on your body—and the impact that those products have on their overall health and wellness.

RNI: What are the top trends you think retailers should be focused on right now when it comes to product development in health, beauty and baby?

RY: There are three overarching trends that cross all of these categories:

1. Naturals and organics—That’s the buzz we hear all the time. When it comes to baby, from food to diapers—you want to feel good there aren’t chemicals in there. The same goes for beauty. If they aren’t already, retailers should be looking at using more recognizable, natural ingredients like shea butter and avocado oil versus chemical compounds you can’t pronounce.

In the OTC drug category, it’s a similar idea. The big issue here is that you still need something that’s effective. One way retailers can win with that is keeping the active ingredient that you need, but removing dyes or other artificial inactive ingredients.

2. Convenience—People feel busier than ever, so they’re looking for anything that’s going to act quickly or simplify their routine. For OTC drugs, that means looking at fast-acting and long-acting claims, and creating products that offer multi-symptom relief. In beauty, it might be creating a 2-in-1 product like a cleanser/toner duo, or offering a moisturizing shower product.

For baby—pouched baby food is big. You can hand it to a toddler in their car seat. There’s no mess, no cleanup. And the package is durable and resealable, so you can just throw it in your purse and go.

3. Personalization—This is more about making a connection with the consumer. Today’s shopper wants to feel this product was made just for me. This is one area where private brands can really win. A retailer knows their customer the best—who they are and what they’re looking for. Private brand products can be developed to meet these unique needs. As a consumer, if you feel like they get you, you feel better about making those purchases and become loyal to the brand.