16.09.2018
2018 SPRING / SUMMER SUMMARY
“Infinite feelings” was the trend that marked the previous season.
In Spring and Summer 2018, quality-oriented products targeting emotions were taken into straight consideration, makeup group products reflecting naturality with different nuances and skin care products reinforcing this natural and fresh look constituted the main preferred product group.
Multi-use products that do not care about the day / night or age group categories and inpired directly from the pure look highlighting the season were especially prominent in the selective group. During the summer season, in which personalized experiences were highly used by global brands and especially in the media advertisements, influencer marketing played a key role for young consumers. These quality-focused multi use products, which influencers advertised in social media circles, took a large part in the fast-moving consumer group due to their price advantage and simplicity.
We have also observed that the sun group products has taken a smoother line for their scents this season. Instead of predominantly dominant coconut notes, coconut milk, avocado extracts, and etc have been the olfactory innovations in the body product group.