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Global Beauty and Personal Care Trend: Water - The New Luxury

Posted By Vivienne Rudd, Mintel, Wednesday 22 November 2017

Water is the new luxury

According to Mintel’s Global Beauty Analysts, “Water - the new luxury” is one of four key trends set to impact the global beauty and personal care industry over the next decade. This trend explores the role of water in beauty products, including looking at formulations that use water extracted from fruit and plants and assessing the possibility of using recycled water, or no water at all.

In this article, Vivienne Rudd, Director of Global Insight, Beauty & Personal Care at Mintel, discusses new opportunities for brands to tap into this trend.


Tapping into new water sources

New sources of water are emerging. Beauty brands can enrich their formulations with various fruit, vegetable and herb waters that offer an element of distinctiveness and reassurance, promising extra benefits and a layer of glamour.


Watermelon water is the new coconut water

estee lauderFruit waters are an attractive addition to a beauty product, appealing to consumers' trust in food-related solutions. For example, 19% of Spanish and French consumers say they wouldn't put anything on their body that they wouldn't eat.

Watermelon water is positioned as a healthful alternative to coconut water thanks to its vitamins and moisturising benefits. The fruit has most recently appeared in Estée Lauder's new Double Wear Water Fresh Makeup, forming part of an intensive moisturising complex, and is present in skincare and wash products. However, none of these products have explored the sensoriality of watermelon water, something that essences, toners and hair rinses and the material would do well.


Banana water could be next

A peek at the drinks industry reveals a potential new fruit water for the beauty industry. Banana Water is said to be an excellent source of vitamin C, potassium and magnesium, making it a great option for skincare and haircare products. So far, banana extract, not water, has been championed by Korean giant LG to add nourishment and moisturisation to a number of Su:um 37 face and suncare products. In other parts of Asia, beauty brands have explored banana's antiseptic and energising properties in hand and foot creams. So far, such products have focused on banana extract and puree. However, by using banana water, beauty brands can differentiate their products and give a healthfood-style positioning in addition to their commercial appeal.


Cactus water pricks the imagination

Prickly pear cactus extract has appeared in a small but growing number of skincare products as a plant water, comprising the bulk of the formulation and headlining the marketing. Nature Republic's Soothing & Moisture Cactus 92% Soothing Gel is a case in point. The gel contains prickly pear grown in the Korean district of Pyeongchang and name checks the amount in the formulation to promote an image of transparency to consumers. Cactus water's fragrance and composition makes an interesting option for refreshing body sprays and splashes, and cooling post-exercise lotions.


Supercharge your H2O

Bottled mineral waters are increasingly boasting functional benefits based on their origins or on added minerals, vitamins or molecules. Beauty brands can adopt this approach to amplify the appeal of their water-based products.


Find new ways to convey purity...

Many consumers drink bottled water because they view it as a healthier, purer alternative to their tap water. Urban Decay found a fresh way to talk about water purity in beauty. It describes the Japanese hot spring water in its Hot Springs Hydrating Gel as 'hypotonic', meaning ultra-pure. This purity allows the water to penetrate the skin's barrier more easily, ensuring better hydration.


Alkaline waters claim anti-ageing benefits

Beauty is increasingly linked with diets, and alkaline is one of the latest buzzwords. Alkaline water is linked with improved energy levels, cell regeneration and anti-ageing benefits for the skin.This association with purity and anti-ageing can turn alkali from a negative to a positive term in beauty products, countering fears of irritation with anti-ageing and acid-balancing claims.


Vitamin waters flow in the bathroom

Vitamin C showerheads have made it from the luxury hotel to the standard bathroom. Showerheads such as the pH Rejuvenate Vitamin C Shower Head Filter claim to improve water pressure by 200%, while saving 35% of water. However, the chief selling point is the vitamin C block in the filter, which is said to effectively remove chlorine and chloramine to leave skin, scalp and hair smooth and soft. The citrus adds an invigorating, stress-busting touch.


Formulate with less water

One in five UK consumers said at the beginning of 2017 that they had changed their bathroom routine for environmental reasons, such as saving water. Yves Rocher has taken note and introduced Concentrated Shower Gels under its I Love My Planet eco-banner. The small bottles contain a concentrated formula that provides 40 showers, and a handy closure ensures that consumers don't dispense more than they need. So far, genuinely concentrated products are thin on the ground, so brands have room to create products that save water yet offer sensorial and active benefits.



  1. Estée Lauder Double Wear Nude Water Fresh Makeup Broad Spectrum SPF 30 is described as a lightweight, anti-pollution, super-protective and oil-controlling foundation. It claims to be instantly hydrating thanks to a moisture complex of ingredients including watermelon, lychee seed and apple.
  2. Label Young Banana Hair Essence is formulated with banana juice and features a three-step hair nourishing system to protect hair from perm, dying and drying, while softening it.
  3. Nature Republic Soothing & Moisture Cactus 92% Soothing Gel is described as a moisturising, non-sticky gel made with pear cactus and Eastern prickly pear, designed to be used on face, body, sensitive or dry skin areas and hair. 



Vivienne Rudd, Director of Global Insight & Innovation, Beauty & Personal Care at Mintel, has been writing about the beauty industry for more than 20 years. The former editor of European Cosmetic News and Cosmetics International, Vivienne has travelled the world, interviewing leading industry executives and reporting on corporate, consumer, marketing and product innovation developments.

For more information on how Mintel can help your business, contact Ciara Rafferty, Director Mintel Ireland on +44 (0)28 9024 1849 or

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Time for Ireland’s CMOs to ‘go native’

Posted By Martin Thomas, Social Business Consultant, Tuesday 14 November 2017

social media CMO

There is a game of musical chairs happening in Ireland’s boardrooms, and the head of marketing might be the one left standing when the music stops.  The rise of digital technology has been accompanied by the emergence of new boardroom roles such as Chief Technical Officer, Chief Information Officer and Chief Digital Officer.  They have introduced a new set of priorities to the boardroom agenda and a new language of ‘enterprise software’, ‘big data’, ‘AI’, ‘cyber risk’ and ‘the internet of things’. 

This has left many marketing heads feeling exposed and in danger of being side-lined by their more technology-literate colleagues.  They might find the solution in a survey commissioned by the Chartered Management Institute in the UK, which shows that ‘80% of business leaders think it important to make the most of social media but 70% admitted that their efforts are currently ineffective.’[1]

Social media represents a battleground for influence and an opportunity for marketers.  It is transforming customer service, market research, recruitment, campaigning and internal communications and encouraging the development of alternative business models and new corporate structures.  It has become an integral part of our professional and private lives and dominates the leisure and professional time spent by customers, employees and other stakeholders, which is why, according to the Central Statistics Office, 67% of Irish enterprises employing 10 or more people are using social media, compared with an EU-28 average of 45%.[2] 

There is also a new generation entering the workforce that has lived most of their lives in social media – in a recent conference that I chaired, a group of students described themselves are being ‘born in the cloud.’  They are the true ‘digital natives’[3], armed with an intuitive technical knowledge and understanding that the rest of us can only dream of.  Managing their expectations and harnessing their talents will be a major challenge for every senior manager in the decades to come.

There has never been a more important time for all of us to understand the power, potential and pitfalls of social media and there has never been a better opportunity for marketers to re-establish their influence and authority.  One thing that senior marketing professionals have in their favour is their experience and intuition.  The single most important skill that determines success from failure in social media is the ability to exercise judgement.  This is the reason why even if they might struggle initially to master some of the technicalities, they are well placed to lead the social media debate within the boardroom. Judgement helps them know how to balance the demands of agility and compliance, and understand the importance of operating within regulatory frameworks.  It provides them with an almost intuitive sense that an emerging issue being played-out in social media has the potential to turn into a reputational crisis and helps them understand how to engage multiple stakeholders through a complex array of channels.

Becoming more social media literate will also help marketers safeguard their future prospects.  All of us are defined increasingly in the eyes of potential employers, stakeholders and colleagues by our social media profile and activities.  Irrespective of where we are in our careers, we all need to make the effort to enhance our skills and develop and nurture our personal social media brands if we want to build effective networks, establish useful connections, lead more effectively and put ourselves in the frame for the next job or business opportunity. 

So, no more excuses; no more delegating responsibility to juniors in the team; no more cynicism or complacency.   It is time for Ireland’s marketers to become more social media literate, improve their knowledge, sharpen their skills and help their boardroom colleagues understand how to make the most of the opportunities and minimise the risks.  Their customers expect it.  Even the analysts and industry commentators following their companies are beginning to expect it.  Are they ready to go native?


Chartered Management Institute, February 2014

Information Society Statistics, Central Statistics Office, 20th December 2016

The term ‘digital native’ was coined and popularized by education consultant Marc Prensky in his 2001 article entitled Digital Natives, Digital Immigrants, to describe a new generation of students who were "native speakers" of the digital language of computers, videos, video games, social media and other sites on the internet   

martin thomas
Martin Thomas will be leading our Social Media Marketing Masterclass on 1st February 2018.

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The Consumer Market Monitor Q3 2017

Posted By The Marketing Institute & UCD Michael Smurfit Graduate Business School, Monday 13 November 2017
Updated: Friday 10 November 2017

Sales of household goods soaring, despite housing shortage 

Disposable income up by 5.6% for the first half of 2017

- Continued growth in consumer spending expected, with 2.8% forecast for 2017

- The drop in the value of sterling due to Brexit enhancing buying power

- Consumer confidence significantly higher than in the UK and the rest of Europe


Dublin, November 13, 2017: Despite the current housing crisis, spending on household goods is up by 12.7% this year, making it the highest growth sector of retailing in 2017. Spending on household goods has been growing significantly for the last four years, and forecasts predict that 2017 may even surpass the performance achieved in 2016.

These are some of the findings of the latest Consumer Market Monitor (CMM), published today by the Marketing Institute of Ireland and UCD Michael Smurfit Graduate Business School. Data from the Q3 2017 Monitor indicate that Irish consumers are spending on many types of goods and services, but especially on household goods.

“The signs are positive for continuing growth with indicators such as population, employment, and rising incomes. The drop in the value of sterling is another significant factor enhancing buying power. The strength of demand is most evident in the housing market where mortgage approvals increased by 41% in Q1, and the number of homes purchased was up by 8%, despite a shortage of supply. All types of household goods are all growing very strongly,” according to Professor Mary Lambkin, author of the report.   


“The continuing growth in employment is leading to a substantial increase in the amount of disposable income circulating in the economy. In fact, disposable income reached €95 billion in 2016, not far off the 2007 peak of €102 billion. The growing population coupled with the increase in employment and rising income are driving a strong increase in disposable income, which is positive for Irish marketers,” said Tom Trainor, Chief Executive of the Marketing Institute of Ireland.


Household Equipment

Sales of household equipment have been growing rapidly since 2014, and have been the highest growth sector of retail for several years. The volume of retail sales, which represents real growth, has grown rapidly since 2014, and is now well ahead of the last peak in 2007.

In contrast, the value of sales is still 27% below the peak level, suggesting that prices are still significantly lower than they were in the last boom. 

Some of this pick up is driven by new homes, with purchasers having to equip them from scratch. The lowest point was in 2013 when only 8,300 new homes were connected, but this has increased each year since, with 14,932 new homes connected in 2016, all of which would have required equipment and furnishings. Based on information to the end of September, it is expected that the number for this year will be about 15,450 in total, which is only a 3% increase on last year.


The Home Renovation Incentive

The Home Renovation Incentive (HRI) scheme has also stimulated a lot of spending on household goods, as well as being a considerable support for the building trades and related retail sectors.  There have been 101,232 projects completed under this scheme since its introduction in October 2013, with a gross spending value of €1.6 billion. 10,655 building contractors have been involved in these projects and, given a multiplier of 2-3 for the number of trades contributing to these projects, that may have supported as many as 30,000 jobs.


Types Of Household Equipment

Household equipment is the sum of three categories of household goods: furniture and lighting; hardware, paints and glass; and electrical goods. While all three categories are now experiencing growth, the level of growth has varied considerably. Electrical goods recovered fastest from the recession and are now 42% higher in volume than at the last peak in 2007. Despite being slower to recover, furniture and lighting comes next is now growing at the fastest rate, up 16% for the year to the end of September, slightly above the last peak.

The weakest category, relatively speaking, is hardware, paints and glass. This category’s close tie to construction explains why it has been slowest to recover. However, it has picked up noticeably this year, up by 9% in volume terms for the year to the end of September.


Housing Shortage

Unlike the retail sector, the property sector continues to face unprecedented shortages, with housing demand of at least 30,000 units per annum currently. Although the evidence suggests that construction activity is picking up, it will be a number of years until supply catches up. A range of indicators, planning permissions, commencements and the Construction Purchasing Managers Index, point to a rapidly expanding sector, albeit off a low base.

The number of residential property sales is also picking up, despite the tight supply. 33,096 sales have been recorded up to the end of September, up 10%, signalling a total of 50,000 for the full year.

Every house purchase, whether new or second hand, provokes some spending on household goods, everything from paint and paper, to furniture and fittings. Lending for house purchase, and top-up loans for home renovations is also growing fast. Mortgage approvals for home purchase were up by 34% in the first nine months of 2017, for a total of 24,102, and top-up mortgages were up by 52% suggesting more spending under the home renovation scheme.

Despite the housing supply crisis we continue to face, the market for household goods looks to be in for a positive future.


read report




About the Author


Mary Lambkin

Mary Lambkin, is Professor of Marketing in the UCD School of Business where she teaches courses to undergraduate and postgraduate students and is involved in a range of research projects under the general heading of marketing strategy.  She has written extensively on this subject in academic journals, and also writes commentaries on marketing topics of contemporary interest for professional publications. She has served as Head of the Marketing Group, as Dean of the UCD Business School and as a member of the Governing Authority of the university at various times, and also holds a number of positions in companies and professional organisations outside the university.



About The Marketing Institute of Ireland


The Marketing Institute is the professional body for Ireland's marketing people. It exists “to enable marketers to build great brands and great careers”. It does this by sharing best practice, insights and expert content, building the community of marketers, and aiding marketers in career progression. The three themes of content, community and career underpin all Institute activities. The Marketing Institute also owns and operates the All Ireland Marketing Awards, the CMO Summit, and DMX Dublin, Ireland's largest marketing conference.


About UCD Michael Smurfit Graduate Business School


University College Dublin became one of the first universities in Europe to offer the degree of Master of Business Administration (MBA), starting in 1964.  In 1991, the graduate business school opened its own campus in Blackrock, County Dublin.  With over 100 faculty members, 1,400 students and 70,000 alumni worldwide, UCD Smurfit School is one of a small number of business schools worldwide to hold triple international accreditation (US - AACSB, European - EQUIS and UK – AMBA). The school’s programmes have been consistently ranked among the leading European business schools by the Economist and Financial Times, since 2000.


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The first Christmas ads of 2017 are out!

Posted By The Marketing Institute, Tuesday 7 November 2017

With Halloween just behind us, brands aren't wasting any time and Christmas ads have started popping up all over TV and the Internet. Christmas is the most anticipated time of the year for advertisers and consumers alike and creativity is at its best. Here's a look at the first batch of Christmas ads for 2017!


Vodafone - Christmas Love Story

Actor Martin Freeman is the lead in Vodafone’s series of short films distributed on TV, digital and social media. The ads follow Martin’s character as his Christmas love story unfolds, made possible by Vodafone’s products and services.


Aldi - Kevin The Carrot 2017

Following last year’s success Aldi’s Kevin the Carrot is back. This time he is chasing love on a train, nod at the “Murder on the Orient Express” film which was just released (and that explains the dead gingerbread man!).


M&S - Paddington & The Christmas Visitor #LoveTheBear

Also tied in to a film release is M&S’ feel-good campaign featuring Paddington the bear who unknowingly saves Christmas. The integrated campaign includes TV ads, gifs for social media, a hashtag #LoveTheBear and bespoke content.


Asda – Best Christmas Ever

Asda’s “Charlie and the Chocolate Factory” inspired ad follows a young girld and her grandfather into the “Imaginarium”, a magical world where Asda employees are absorbed in the preparation of this year’s Christmas food.


Toys 'R' Us - Geoffrey the Part Time Reindeer

Toys 'R' Us take the animation path this year with this light-hearted short film. It features brand ambassador Geoffrey the Giraffe, who steps up when Santa’s reindeers get distracted by the many toys in store.


Lidl - Every Lidl Thing For Christmas

Lidl released not one but three TV ads for this Christmas. The Cavalier Carvers, the Mince Pies Mavericks and the Double Dipper celebrate the characters that we – knowingly or not - become at Christmas time.


John Lewis – Under the Bed?

As for the much-awaited John Lewis Christmas ad, Internet users have been speculating about a mysterious tweet that appeared on Monday…


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Vizeum Connection Points: October Industry Updates

Posted By Vizeum, Tuesday 7 November 2017

Vizeum Industry Updates


The OOH market grew once again in Q3 and in the full year to date it is 2% ahead of the same period in 2016. This is after a very challenging Q2.



Instagram have announced that you can now run lead generation ads through Instagram Stories.



Twitter have launched a new video website card product- which when you click to watch the video it will open in a new view with the website content loaded below it, similar to Facebook’s video offering.



Facebook launched a new feature, 3D Posts, which allow users to post 3D objects directly to their news feeds. This is an effort to push its Oculus headsets.



Irish-owned independent publisher Zahra Publishing has merged with Eumom, an Irish parenting community website working in digital, press and social spaces.



Snapchat will start adding relevant partner content via ‘context cards’ to stories – using partners like TripAdvisor, Uber, Lyft and more, which can connect you to local services.



From Thursday this week DoubleClick Bid Manager will only buy a publisher’s inventory from sources identified as authorised sellers through the use of ads.txt on site.



Star Wars The Last Jedi; released on December 14th, is tipped to be the highest grossing film globally this year in terms of box office admissions.


Vizeum's promise is to drive business value through media for our clients. Established in 2004, Vizeum is structured to take full advantage of the opportunities brought about by the digitization of media. The company manages its client business via a partner structure. This ensures that every client has senior advisors managing their business. These senior points of contact develop integrated strategies across the entire bought, owned and earned media ecosystem. We then have the specialist skills in house to deliver that strategy in the most efficient and cost effective manner.

Vizeum sponsors The Marketing Institute's Marketing Breakfast series.

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