The cosmetics industry is renowned for marketing beauty dreams. But some consumers don’t want to fantasize, and are more sensitive to a more pragmatic vision of skincare. And to appeal to these people, Andrew McDougall, Director of Mintel’s Beauty & Personal Care division, advises brands to adopt a strategy focused on simplicity and effectiveness. He made his point at a conference organized as part of the in-cosmetics Global 2024 trade show (held in Paris from April 16 to 18).