Right around this time of year, reporters start asking me what is the “next big thing” launching in the cosmetics world or what the upcoming trends are. The question in and of itself is frustrating because by now you would think reporters, of all people, would know that the cosmetics industry creates lots of “next big things” to provide press releases to the media so they will write about their products. It all sounds exciting and new (especially if the product contains a rare plant from some remote part of the world) but almost always the information is contrived or without any validity. Of course, after a few months the “next big thing” eventually fades into oblivion making room for the newer “next big thing”, and the cycle goes on and on.

There can only be so many big things, but we seem to have an insatiable appetite for something new when it comes to beauty products. Overblown claims and faux science is almost always what the next big thing ends up being; a big deal over nothing.

So in the spirit of warning you about the next big things you will start hearing about in the media here are few of the things you may encounter:

More and more organic products will be launched—especially ones designed to feel like you are mixing the product up in your own kitchen. There will be kits you put together like a fresh salad every day.

Because of some minor research showing that aroma not only effects mood, sexuality, and even eating behavior, you will see products with a variety of new products both skin care and “perfume” making claims about enhancing and influencing behavior.

Makeup is a spontaneous purchase most women find fun so products that duplicate that expectation (like the vibrating mascaras, eyebrow makeover kits, false eyelashes studded with rhinestones) and similar impulse buy items will be on the shelves. Look for products that have interesting layers of sparkles that cling better to skin without flaking on clothes and mascaras that do the same.

The economy is still suffering so the “Beauty on a Budget” concept will continue. Companies will be launching more products at lower price points but with the same exaggerated claims as the more expensive products they sell. Makeup kits that put together an entire outfit for the face in convenient packaging will also be available at really good price points.

Organic and natural products with heart-tugging stories will pour onto the market. Mother’s making products for their daughters, daughters making products for their mother, survivors of cancer making products for others with their health concern, etc. Don’t count on those lines providing anything new in terms of formulary, this is all about marketing a really good story and making healthy consumers afraid of benign ingredients while promoting questionable natural ones.

In terms of ingredients, because of the research showing that diet (antioxidants, omega-3 and omega-6 fatty acids) can improve skin texture, collagen production, and encourage more normal cell development, products claiming to mimic a healthy diet will be launched (and if they are well formulated will be good for skin, but regrettably claims in the cosmetics industry rarely match claims).

You’ll see all of this and more as you venture out to shop for cosmetics in 2010. What you can count on as always is there will still be plenty of poor products, plenty of fantasy claims to endure and overcome, and plenty of opportunities become an even savvier cosmetics consumer—one who can separate hype from fact and is all the more beautiful because of it!