Psychological innovations like 'mood beauty' are becoming one of the key trends in the beauty industry in 2010, according to research firm Mintel.
With the increasing popularity of cosmetic products, manufacturers are seeking creative new ways to keep up with the competition.
According to Mintel, products that come with psychological benefits by interacting with the body's neurotransmitters are likely to give beauty a new meaning.
Cosmetics with active mood enhancers that induce positive moods or improve sleep quality would inject new life into night care products.
"While 2009 brought its challenges for the industry, beauty brands and suppliers have continued to seek creative new ways to merge science, nature and sustainability for better results and more eco-friendly formulas and packaging," the Independent quoted Nica Lewis, director of Mintel Beauty Innovation, as saying.
"In 2010, we will see more consolidation in the beauty industry and the evolution of old trends, as well as new ones, as consumer confidence returns," Lewis added.
Other beauty trends for 2010 cited by Mintel include 'Nu Natural,' an advance from the organic hype ("claims like "free from" and "sustainable" [will] appear in products that simultaneously contain synthetic actives like peptides, hyaluronic acid, ceramides or collagen"), 'Pro-Tech't,'a focus on protection ("growth in immune-boosting and skin-defending claims, as well as new products that contain ingredients from extreme environments such as the Arctic, Alpine or Desert"), and 'Turbo Beauty 4G,' an emphasis on DIY pharmaceutical kits ("expect more quasi-medical results and "mix-it-yourself" solutions").