The past few years have given us so many trends, which, for the most part, have died as quickly as you can say supreme dabbing fidget spinner. Although there are some that seem to be everlasting, such as normcore and climate campaigns, there are so many others that are doomed to die in 2020 and beyond.
Left - Looking mint! Robyn Lynch SS20 from #LFWM
Looking forward to this new roaring decade, we look to uncover which are the top trends set to last well into the 2020s
1. Pastel Shades
Say goodbye to millennial pink. The colour was first seen in 2011, in the famous Celine collection and since exploded. It can now be seen everywhere from handbags and shoes to interiors and technology.
However, the trend forecaster WGSN has predicted a new colour will take over in 2020, the pastel green shade ‘neo mint’. The reason that this colour is predicted to be so popular is due to its veracity; ‘it seemed to open the doors for any colour to be popular among both genders, and neo mint has the softness that millennial pink had’ WGSN describes ‘it can be translated into any type of design.’
2. Online Gaming
A study on gaming behaviour by the digital association Bitkom shows how big of a trend the activity was in 2019. ‘Of the 1,224 people surveyed aged 16 and over, almost half are involved in video games - regardless of gender. Thus 45% of men and 41% of women play video games’.
The huge popularity of video games makes it a trend that is set to last well into the next few decades. While the traditional controller games are likely to be replaced to those accessible on mobile devices like online slots games.
3. Gender Fluid Fashion
In the past few years, the fashion environment has been seen to be embracing gender fluidity. Not only have there been some stunning gender-fluid red carpet looks, but fashion brands themselves are offering a growing range of nongendered items.
This is a trend set to grow hugely in the coming decade; the climate around it perfect for designers to play with, colours, silhouette and materials.
4. A Greater Awareness to the Ethics of Fashion
The past few decades have seen the boom and subsequent rebellion against the fast fashion industry. With 2020 set to be the decade of climate awareness, it really is no surprise that fast fashion brands are set to take a hit.
Trends have been forecast to reflect this growing awareness by moving into the prioritisation of longevity over instant access. Meaning that both vintage, ethical, and top quality outlets are predicted to thrive over the coming decade.
The past decade saw the explosion of the concept of wellness, the industry itself became a big market player and the increased conversation about mental health is set to keep growing in the 2020s.
Wellness is set to grow in many different areas, from the adoption of mindful practices by businesses to the increase of apps and physical activities.
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From the brains behind Bulldog Skincare, Waken is a new, premium mouthcare brand launching four vegan-friendly mouthwashes and a "chic" sipping cup. Presented in eco-friendly aluminium bottles and using natural mints and other botanical extracts, Waken’s recipes have been crafted with your wellbeing at their heart to give you fresh breath while being kind to your teeth and gums. The four flavours are PepperMint, SpearMint, LemonMint and Aniseed Mint.
I sent Simon Duffy, Founder of Waken Mouthcare, a few questions:
CG: When did you leave Bulldog and why?
SD: I’m actually still involved with Bulldog and it’s going really well.
Waken is a new and completely separate brand. We thought that the existing mouthwash brands were tired and wanted to try something new!
CG: Why the focus on mouth care?
SD: We think that the mouthwash industry has been focused on the wrong things for too long. It’s time we moved past the harsh ingredients like alcohol, synthetic mint and plastic bottles. We have a more progressive vision of mouthcare that aims to be kind and gentle while also delivering on performance.
CG: Where did the idea come from?
SD: Our vision is to promote wellness by championing mouthcare. A healthy mouth is essential to your general health and wellbeing as we believe it acts as a gateway to the rest of your body.
Many mouthwashes use harsh chemicals that can leave your mouth dry and irritated. Waken mouthcare is alcohol free and uses gentle, progressive ingredients that help protect, moisturise and condition.
We use natural mint and other fantastic botanical extracts such as Sicilian lemon and Eucalyptus to work with what’s already beautiful about your mouth.
CG: What’s different about Waken?
SD: We think there are two main areas:
Firstly, our formulas are very different from those used in conventional mouthwashes. We don’t use any artificial flavours or artificial colours to start with, and each mouthwash is completely alcohol-free. This means you won’t feel a ‘burn’ or experience a dry mouth feeling that you can sometimes get from formulas that are high in alcohol.
Instead, we use natural mint and other fantastic botanical extracts to work with what’s already beautiful about your mouth. It was amazing to us that although the dental category relies so heavily on mint as a flavour, much of the mint we taste in dental products is unfortunately artificial. This was something we wanted to change.
Secondly, we’re using aluminium bottles and caps, rather than using plastic bottles and caps. Switching to Aluminium is a great way to reduce your plastic footprint. Aluminium has a brilliant track record in recycling and is highly likely to be recycled. The great thing about recycling aluminium is that unlike plastic it doesn’t degrade. That means that you can recycle it endlessly. The good news is that nearly 75% of all the aluminium ever made is still in use (Source: The Aluminium Association website, accessed November 2019, ‘Facts at a glance’). If we compare this with plastic, a UC Santa Barbara study estimates that of the 6.3 billion tons of plastic waste humans have produced, only 9% was recycled (Source: Geyer et al. 2017, ‘Production, use, and fate of all plastics ever made’ in Science Advances).
Overall we want to take you from a chemical world of cleaning to a fresh new world of caring. We’re focusing on beauty, wellbeing and sustainability. We often summarise this as ‘Don’t Just Clean. Care.’
CG: What’s the future for mouth care?
SD: With more of us increasingly aware of our environmental footprint we hope to see more eco-friendly options available in mass retailers. We also think there will be growing awareness about the role that the mouth plays as a gateway to your overall health. Recently we have been seeing more and more scientific studies looking at the potential negative side-effects of using alcoholic and anti-bacterial mouthwashes. I think we will see more research into the idea of good and bad bacteria in your mouth. If you look at “The Dental Diet” by Dr Steven Lin, he says “if you see a mouthwash that claims to kill 99.9% of germs, you should run far, far away.”
TheChicGeek says, “This has been nicely thought about and branded. Waken recommend a 20ml dose - which I found a little bit too much - which would mean your bottle of 500ml would last approximately 25 days. That’s £8 for less than a month’s worth of mouthwash. It’s going to be a tough task to get people to pay this, especially when mouthwash is often seen as a pound shop type product.
The aluminium bottles are really nice and it says not to swig straight from the bottle, so you do need another receptacle, because, unlike other brands, the cap is too small to double up for this. Waken offer a metal cup for a additional £4.
Of the four flavours, my favourites were the two standard mints; PepperMint, SpearMint. The lemon and the aniseed flavours just weren’t quite as enjoyable as the other two and had a stronger after taste.
I do think this needs to sell more teeth/health benefits because natural ingredients and recyclable packaging are probably further down the list of purchase motivators than say gum and teeth health or fresh breath."
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The latest instalment of Guerlain’s L'Homme Idéal series, this ‘Cool’ release has ‘re-orchestrated’ the almond olfactory centre with coolness around three accords; the effervescence of top notes of bergamot and orange mingled with the freshness of mint. Patchouli and vetiver are the base notes.
TheChicGeek says, “This is the first of Guerlain’s L'Homme Idéal fragrances I’ve tried. (There are 4 in total). I’m not getting much of the almond centre, there's a slight warmed frangipane note when on the skin, but there’s plenty of the aquatic mint.
From the majority of mass fragrance brands this would be just another generic cool and fresh fragrance, but, Guerlain has a pedigree which takes it up a notch. While the name isn’t memorable - Ideal Home, anybody?! - and the fragrance isn’t very distinctive, it still has a decent quality for a reasonable price.
I really like the matt grey sides of the bottle and engineered top. It looks classy while in a pretty standard and classic shape. If you want something minty, fresh and easy for summer, then this could be it.”
Left - Guerlain - L’Home Idéal Cool - 50ml - £56
Disclosure - A sample was provided by Guerlain
Who said toothpaste had to be boring? The two French founders of LEBON, Stephanie, an art historian and professional photographer and her husband Richard, a pharmacist MD and dermatologist - cosmetics certified, are both sea and nature lovers.
They selected ethical and natural ingredients combined with delicious and exclusive perfume notes from Grasse to produce their range of toothpaste. They all contain Certified Organic aloe vera and green tea to naturally help protect gums and prevent tooth decay. LEBON toothpastes are vegan and naturally sweetened with stevia rebaudiana. They also have a non-ending 'free of' list: cruelty-free, paraben-free, sulfates, fluoride and titanium dioxide
TheChicGeek says, “I’ve never seen a more glamourous toothpaste than this. The glitzy packaging and shiny tube gives you that Caribbean holiday feel, especially the pineapple one that I tried. Toothpastes, as grooming products, are becoming quite a thing: I love Buly and their interesting flavours and Beverly Hills Formula Black Pearl Toothpaste is a firm favourite.
There are 6 LEBON flavours in total. I opted for the pineapple mixed with rooibos and mint, so it saved me rinsing my mouth out with Malibu every morning - jokes.
I didn’t realise it was organic until I looked on the website, as it doesn’t scream it on the packaging, and I’ve never really thought about organic toothpaste before. It turns out the mouth is highly porous and any chemicals in it can quickly become absorbed by the body so probably best to avoid any nasties. It is missing fluoride, though, so I would ask your dentist whether this is affecting your teeth the next time you see them.
The fragrance is quite synthetic as you bring it towards your nose, but the taste is pleasant. This is toothpaste for the Instagram age and it's easy to be seduced by the packaging. While, relatively, pricey, it’ll transport your twice-daily, 2 minutes of brushing to a totally tropical island every time.”
Left - LEBON Organic Toothpaste - £17.99
Collaborating with novelist, Chandler Burr, and taking the title from one of his novels, this fragrance has been created for the central character, Anne.
“It should be clear that You Or Someone Like You is not some kind of olfactory landscape painting. Anne is a serious gardener — I wrote a trellis of roses into her garden, I wrote in mint and wild grasses though the individual raw materials are in the end irrelevant. What You is is whatever you find it is. A scent you transplant to yourself. Synthetic and natural beauty. Possibility.” says Chandler Burr.
Burr was formerly the perfume critic of The New York Times and was a fan of the fragrance Etat Libre d’Orange did with the actress, Tilda Swinton 'Like This'. This was the introduction to the collaboration. With a motto of Le parfum est mort, vive le parfum!" - "Perfume is dead, long live perfume!", the house has become known for its left-field fragrances and inspirations.
TheChicGeek says, “This is the first fragrance from Etat Libre d’Orange I’ve reviewed. It translates as Free State of Orange and was founded by Etienne de Swardt in 2006 in Paris. They have 35 scents in total and Etienne ,the self-titled ‘Troublemaker & Parfumeur’, talked us through the idea and concept behind this and a couple of other of his fragrances, and, boy, does every fragrance he make have an idea or narrative. But, it’s modern and thought provoking rather than the usual bollocks that is spouted off by many people taking about a journey or imaginary person, that usually nobody knows, it is for.
Like many fragrance houses he uses between 7 and 8 noses to create the fragrances, this time with the author, Chandler Burr.
I love the title of the perfume. It just makes me want to go all Adele when I say it. The packaging looks great: it’s modern and looks quality without going too far. The reason the label is one the corner is because the shop is on the Rue des Archives in Paris, No.69, no less, and it is on the corner. To me the fragrance smells like sugared mint through an open window. It’s much greener when it is on and there’s a background of something, but you can’t be more distinctive than that. I’m picturing white or peach roses, but I’m not sure. It’s fresh without being too cool”.
Left - Etat Libre d’Orange ‘You Or Someone Like You’ - 50ml - £82
Tommy Hilfiger, which is owned by PVH Corp., is pleased to introduce the limited-edition Tommy Tropics fragrance.
Tommy Tropics celebrates the relaxed beach lifestyle, with sun-filled days and cool nights. Notes of fresh mint combine with lavender and the warm, richness of amber. The fragrance packaging features a tropical take on Tommy Hilfiger’s signature nautical theme, with a silver tone cap wrapped in navy and white stripes and a banana leaf.
TheChicGeek says, “It’s all about the 90s at the moment, so it seems timely to rediscover Tommy. I’m not going to lie, I can’t really remember Tommy. Back in the 90s, yes, that long ago, I was more a Calvin Klein boy: it was the fragrance equivalent of Blur versus Oasis.
Firstly, this is a great price. Fragrance seems to continually escalate in price so it’s good to get something new that is also affordable. It’s a classic fougere, which means it’s lavender based, with a sticky amber dry down, which you get at this price point. This isn’t revolutionary, but perfectly acceptable and ideal for something you’re less precious about to take on holiday.
It says banana leaf on the box and bottle, but it’s the leaf from a Swiss Cheese plant. Not that I’m being picky!”
Left - Tommy Tropics- 100ml - £30
This limited-edition fragrance from Givenchy's Gentlemen Only series is an aromatic blend of citrus and woody notes. Featuring lemon, Nepal mint, sage, Haiti vetiver and ambroxan with a scene of Paris’ River Seine on the bottle.
TheChicGeek says, “You’d be mistaken, from the bottle, for thinking this smelt like the Seine. Well, thank goodness, it doesn’t. I’ve been a fan of Givenchy’s Gentlemen Only series, and this, the fourth, is what I would class as a ‘Summer Edition’.
Its fresh, aquatic notes loses some of the warmth of the original though. It has a strong lemon top note uncut with a coolness from the mint. While nothing revolutionary, it does offer a summer freshness without tipping over into annoying marine”.
Left - Givenchy - Gentlemen Only Parisian Break - 100ml - £60.50
Choosing the equestrian discipline of dressage as its focal sport, Acqua di Parma’s new Colonia Club has the signature Acqua di Parma top notes of citrus - bergamot, lemon, petitgrain and mandarin, immediately followed by an unexpected olfactory note.
The freshness of mint – combined with neroli oil – is blended with aromatic geranium and lavender notes with equally elegant freshness of galbanum.
The dry and woody accents of Haiti vetiver, combined with precious musk notes and a rich grey amber accord, make up the perfect base, stressing the masculine, dynamic, sophisticated tones of the fragrance.
There is an Eau de Cologne spray, Hair and Shower Gel, Deodorant Stick and Spray, Shampoo and Shower Gel within the Colonia Club range.
Left - Acqua di Parma Colonia Club - 100ml - £81
TheChicGeek says, “Billed as Acqua di Parma’s ‘Sports’ fragrance, Colonia Club is a classic men’s fougeré (lavender) unpinned with fresh mint. This a classic type of men’s fragrance, thus being very wearable, in a very popular men’s family of fragrances. The mint remains warm thanks to the amber.
The only negatives are - it has that initial stickiness that you get with a lot of men’s fragrances, you could put that down to the amount of green notes in the fragrance and it also doesn’t last very long. BUT, it is an Eau De Cologne which in their nature are light and should be sprayed liberally and often.
The rich racing green colour suits the classic deco flacon and visualises this green and fresh fragrance. This is the sort of fragrance that works well across a range of products, especially the types of gym products, like shower gel, in this range."