On the Go Consumers Driving In-Transit Solutions

Trends Agency

Consumers are on the move, not only in terms of travel and digital nomadism, but simply within daily schedules, with work, home, health, and social obligations. How can beauty brands support consumer needs during busier-than-ever daily routines?

Shifting Lifestyle Needs

First, it is important to understand that this trend is about far more than travel: it’s about common-sense lifestyle solutions that follow consumers through jam-packed daily schedules with ease. While carry-on compatible minis are still popular, the on-the-go trend speaks to a broader theme across lifestyles. We’re seeing the average consumer’s schedule booked from morning to evening, moving from work, family obligations, social meet ups, fitness/wellness moments, and errands several times a day. These hectic routines offer numerous points of support for inventive beauty brands to offer clever product solutions: liquid-free formulations are growing rapidly, with solid formats particularly popular in order to reduce mess and spillage in transit. These formats are also carry-on compatible, leading to the rise of solid-form fragrances from brands like Noyz, or solid updates of existing liquid products, like Glossier’s introduction of a solid-stick alternative to their cult-favorite Future Dew primer serum.

Multipurpose Formulas

Within formulation innovation for this trend, multipurpose and mess-free are the key product claims that busy consumers are seeking out. This not only aligns with the hybrid formulation trend we’ve been tracking for years (as well as the ‘skinification’) trend, but it also aligns with budget-tight consumers who are looking to maximize value for their beauty spend. Examples like Versed’s Multi-Serum Skin Tint exemplify this need for multifunctionality, with a formula that provides serum-like benefits, SPF protection, and foundation-evening coverage all in one capable product. Adding to this is Kate McLeod’s The Everywhere Stick, a push up, all-over moisturizing stick that can be used anywhere on the face or body, as well as Alleyoop’s cult hero product Pen Pal, which offers 4 liner-style makeup products in one clickable pen format.

Practical Packaging

Aside from formulation, we’re seeing packaging considerations play a major role in how consumers practically bring their products with them throughout the day. In a category where ease and convenience is king, packaging plays a crucial function in the consumer experience of the product itself. Packaging updates like Yudiva’s double-sided body and hair care bottles offer seamless functionality within one practical design, while Cadence’s eco-friendly, magnertized travel containers enable leak-free transportation of all products while encouraging sustainable consumer habit shifts. Simple solutions are often the most appreciated by consumers, especially when they are short on time, with options like The Flat Lay Co.’s travel bags that, true to their name, lay flat for quick grab-n’-go makeup routines then easily close up, while Subtl Beauty’s stacking makeup system executes an interlocking system well in order to maximize space for busy consumers.

The Sky’s the Limit for Innovation

Ultimately, while shifting travel regulations will certainly cause the industry to evolve (especially with rumblings of changes to carry on liquid allowances), the essential point remains that consumers need better, smarter, and more mess-free products that adapt and support their busy routines. Within that space, there is incredible opportunity for beauty brands to innovate to meet these needs, and brands who can solidify themselves as reliable, go-to options for consumers on the go will find themselves at the forefront of the conversation.

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