September 04 2020 Tendencies

The future of hand, nail and foot care

Before the outbreak, the global hand sanitiser market was projected to be worth $17.2bn by 2026, according to Polaris Market Research, while the global hand care market size was expected to reach $16.9bn by 2025 (Millions Insights). And now, according to analyst Theresa Yee, both these figures will increase significantly as sanitisers and hand cream become the new handbag must-haves., as global pandemic has put hands in the spotlight, and this will continue into 2023 and beyond. New consumer priorities that have emerged during the Covid-19 crisis around self-care, health, hygiene and wellbeing will fuel new product innovations in the hand, nail and foot care categories.

n 2023, consumers will be seeking hand care products that deliver protective and moisturising benefits in one. Antibacterial formulas combined with active skin care ingredients to fight dry skinpaired with skin-caring active ingredients to combat dry skin and maintain healthy and youthful hands will be key.  Leave-on treatments and overnight masks for the hands and feet will become popular, points out the analyst at WGSN.

Financial constraints and FOGO (fear of going out) will drive an uptick in high-performance, salon-quality at-home treatments for the hands, nails and feet. Higher costs  for  manicures and pedicures and concerns around hygiene and safety in salons will see a bigger demand for subscription nail kits that are delivered to the front door.

The WGSN report explores seven product trends and innovations to remain successful in 2023 and beyond:

 Hand health and wellness: the new self-care ritual

Consumers will be looking for products and experiences that tap into their emotional and physical needs as well as delivering enhanced skincare benefits for the hands and feet. This will inspire products with multi-sensorial and functional wellness-inspired formulas to help consumers look and feel good.

Self-care rituals will shift focus to include more specific areas of the body such as the hands and feet, as consumers take a 360-degree approach to their health and wellbeing. Night-focused hand and foot treatments with calming aromatic scents to aid sleep and calm the mind will have increased appeal, such as lavender and chamomile essential oils. Adaptogens, such as mushrooms and ginseng, which have been popular in the wellness sector, will extend into hand and nail care by 2023.

Products that provide immersive and therapeutic effects via multi-sensorial textures, transportive fragrances, and even use sound or music to balance the mind and body will have mainstream appeal in 2023 as consumers look for products that deliver pleasure with purpose.Scented hand creams will get a boost post-pandemic. As outlined in our Coronavirus: Fragrances That Transport report, consumers are increasingly seeking scents that reassure or boost mood. Infuse hand and foot creams with aromatic herbal ingredients and mood-enhancing essential oils to increase wellness function.

Some companies, even food companies, are developing in their deliveries, 'reinforcements' customized to the individual's needs and added to creams to increase the wellness function, with playlists of soft music that consumers can listen to while making the nails. Virtual online hand massage tutorials to encourage pampering and personal care are welcome ideas.

Treat, heal and hydrate: barrier-boosting formulas

In 2023, according to the report, hand products that increase the hydration of dry hands will continue to be important, since the habit of washing hands will be incorporated into people's lives. This will lead to a high demand for intensive home treatments that provide maximum moisture and calming benefits in more exciting formats.

Hand care treatments, such as masks, oils at night and creams that increase barriers, will be raised to essentials by 2023, says Theresa Yee. Constant hand washing and increased use of disinfectants will stimulate increased interest in products to fight dry hands.

Multitasking and multisensory hand masks will become more popular in 2023, as Lush's Hot Hand Mask, which changes from solid to cream when mixed with water, will have greater appeal.

More practical treatments without rinsing that allow consumers to continue their daily activities at home or work on their laptops will gain traction such as the collagen infused glove for hand therapy (Beauty Pro), which comes with removable fingertips to allow consumers to multitask. Rose Nail Masks (Le Mini Macaron) treat the fingers and cuticle with individual nail masks. And why not foot masks, that consumers can use to treat their feet while working at home. Google searches saw interest in ‘foot mask’ overtaking ‘foot cream’ in April. The consultant suggests that brands can also partner with hosiery companies to develop slipper-inspired socks infused with healing and hydrating ingredients that users can wear at home to treat the feet.

The formulas and active ingredients for skin care are expected to migrate, according to the WGSN analyst for all hand and foot care products, reaching the mass market in 2023. Products with high-performance and science-backed ingredients that treat the hands like skincare will be in high demand.  Consumers will look for products that combine rich formulas with popular active ingredients such as vitamin C, antioxidants, hyaluronic acid and even probiotics. Overnight hand lotions containing retinol will have mainstream appeal by 2023.

Luxury brands are putting functional ingredients into hand formulas to appeal to affluent skinvestors.

Ingredient-led skincare formulas will edge towards the mainstream as consumers will be looking for products that mimic their daily facial ritual. Design a skincare-inspired collection of products for the hands and feet with a cleanser, serum, exfoliator, overnight mask and hand lotion or night balm. Single-ingredient skincare has become popular in the last few years and this trend will extend into hand care by 2023.

Single ingredient boosters or oils that consumers can add into creams to enhance their skincare function and benefit. Derma-backed brands will have increased appeal as shoppers seek trusted, science-backed and clinically proven formulas.

Hand and nail hygiene 2.0

The need for cleaning and hygiene will generate an increasing demand for more innovative hand soaps, disinfectants and nail products that combine hydration and protection in one product.

The pandemic has accelerated concerns around hygiene and health, and this will continue into 2023 as consumers put a greater priority on staying well. This will inspire new products that fuse super-moisturising formulas with antibacterial and antiviral properties to boost immunity. 

In 2023, there will be a greater focus on shorter, manicured nails, as longer nails can harbour germs and bacteria underneath the fingertips. This will result in a decline in nail extensions or longer shapes. As nail health and hygiene becomes more important, cleaning tools to keep fingertips clean will be products to invest in.

Providing safe and hygienic products will inspire shoppers to buy. Products designed with touch-free solutions for home use will hit the mainstream by 2023. Fearful of cross-contamination, consumers will seek hands-free bathroom products that can dispense hand gels, liquid soap and hand creams via motion or sound. Make these refillable to attract eco-conscious consumers. 

Home spa: new tools
Financial constraints and hygiene concerns in professional spas and beauty salons will make consumers opt for homemade solutions. Products and tools that offer salon-quality results will be key. 

Consumers will look for luxury products that mimic the spa experience and provide salon-level performance. Homemade foot spas with massage rollers, vibrations and heat therapy will become more popular and the compact, foldable versions will have strong appeal for easy storage. Tools such as foot files, pumice stones and calluses treatments will also become more popular to keep feet in perfect condition.

For hands, home treatments that can rejuvenate the skin and replicate fillers will be more sought after. Investing in curated signature boxes, filled with a variety of products for hands and feet, according to an analyst at WGSN would then be an interesting investment.

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