Women throughout the world pursue beauty and youthful skin to the tune of $382 billion a year. Within topical cosmetics, the use of nutritionals to promote anti-aging, reduce wrinkles, and smooth skin tone has clearly been growing.
Over the years, many companies in the US have introduced supplements with the “beauty from within” claim. To date though, brand growth has been slow. In fact, over the past 10 years, we have seen a number of new product failures by some of the world’s largest companies.
June Jo Lee, Senior Strategist with the Hartman Group says, “Historically, in regards to skin care, US women have always treated symptoms and fixed problems, looking for instant beauty. However, we are seeing a shift in how women think about beauty. We are beginning to hear about ‘beauty from the inside’ being voiced by general consumers.”
There are several factors driving changes in the way women view the beauty products.
Role of a global community: Women love community –sharing our favorite recipes, our “secret” beauty tips, and recommendations for doctors. The knowledge and experiences have moved to the global community via social media and the profusion of blogs, all providing instant access to beauty secrets, helpful tips, ideas and recommendations.
Fun and play: Women experiment with cosmetics and skin care from a young age, and it was so much fun. Often, it is hard work looking beautiful when you are a tired mother. If a cosmetics product can make it easier and more fun to look younger, research indicates it is likely to have higher acceptance.
Living, breathing skin: Attitudes toward the skin as an organ are changing. We used to consider the skin to be a protective covering only. Now, women are also understanding that skin is also a conduit to the internal body.
Seeking experts: “Medical knowledge is only part of the efficacy story. Women are looking around the world for experts – and alternative medicine and testimonials have become much more acceptable as “expertise.”
In topical beauty products, it’s all about natural, organic and/or sustainable ingredients, free of artificial colors, flavors, fragrances, and harsh preservatives. Further, there is growth in skin moisturizers, anti-aging products, natural UV protection, and skin whitening agents.
Moisturizers: Dry skin is dull skin, and “old” skin. Moisture, women know, keep skin supple, smooth and younger looking.
Anti-aging: Anti-aging products are leading the growth of the skincare segment, which accounts for 30% of the global personal care market, according to Euromonitor.
Natural UV Protection: Too much sun exposure not only gives rise to skin cancer scares, it wrinkles skin fast. Natural ingredients that provide UV protection are more important to women than ever, as they do not want chemicals being absorbed.
Skin-whitening: Smooth, even skin tone is important to women, and reducing the appearance of aging spots is an area of much research.
As long as there are women who want to look young and vibrant, defying their chronological age, the nutracosmetics industry will remain as vibrant and age-defying as ever. A keen awareness of whether topical application or internal ingestion of beauty products feels comfortable or compelling for our particular consumer should be one of many factors guiding new product development.
View the official article:
Nutricosmetics and Nutraceuticals