As interest in wellness and holistic health through beauty continued to soar around the world, the spotlight had now started to shift more specifically towards immunity. And the ongoing COVID-19 pandemic had been a key trigger behind this new direction, said Andrew McDougall, associate director of global beauty and personal care at Mintel.
Speaking as a keynote at CosmeticsDesign’s Immunity and beautyWebinarThis week – part of the NutraIngredients Immunity Broadcast Series now available to watch on demand– McDougall said: âDue to the COVID-19 outbreak, this has heightened the importance of having a healthy immune system for a number of consumers, as staying healthy has been the goal for the past year. And so, products that effectively communicate this and how they can support immune system health will ultimately attract the attention of consumers. “
And while many innovations in immunity have occurred in foods, drinks, and supplements, he said there are clear opportunities to incorporate active ingredients into beauty and personal care products. , as consumers have been looking for. “Holistic methods”To take care of mental and physical health.
Holistic beauty wellness routines – relaxation, sleep and protection
McDougall said there are key areas of beauty that could be targeted to meet this growing interest in holistic wellness. Products that help beauty consumers relax and sleep better, for example, or products designed to protect have proven particularly popular in recent years and will continue to be so, he said. And according to Mintel data, 34% of Spanish consumers were interested in beauty and personal care products that helped them relax, and 60% of American consumers took a preventative approach to beauty and skin care.
McDougall said if these product innovations were designed to fit into a consumer’s daily beauty routine, then it was even better. âWe shouldn’t underestimate how important the beauty and grooming routine is to our daily mental well-being and the positivity it can have these days.
In Germany, 86% of consumers have spent the same amount of time on their beauty and grooming routines since the COVID-19 outbreak, for example, and 7% have spent even more time now, the data shows.
Resurrecting evening wellness or wellness rituals could therefore prove to be an exciting avenue for innovations that reduce anxiety and improve sleep, he said. Birchbox was a good example of existing efforts in that space, McDougall said, with its complete sleep kit containing a relaxing eye mask, sleep-enhancing pillow spray, nighttime hair mask, and CBD supplements. “It appeals to the beauty and emotional needs of consumers, so tap into that intersection of wellness and beauty.”
Strength of immunity through skin care, hair care and makeup
However, targeting immunity more explicitly in the beauty space was also possible, and is already happening, McDougall said. RD Alchemy, for example, had developed an “ immune-boosting ” body lotion and The Nue Co had developed “ defense drops ” – both touting adaptogenic herbal blends as actives designed to boost the immune system’s response to pathogens.
In the field of hair care, the University of SÃ£o Paulo had designed a dry shampoo that promised to disinfect hair while maintaining hydration and shine, he said, offering a “really interesting”Product concept that has brought health and immunity balance beyond the skin.
âThe expansion of these disinfection concepts to hair care and other beauty and personal care categories such as makeup will be really welcomed by consumers as they will align themselves with brands that are striving to make the process of interacting with their environment much easier. , softer and make them feel much more reassured and secure. “
McDougall said there were also many skin care brands making more microbiome claims and emphasizing skin health and the skin barrier as the body’s first line of defense. Finnish independent brand Erisan +, for example, offers a range of natural skin care products for sensitive skin based on prebiotics, which are said to boost the skin’s natural immunity, he said.
And future innovations in this space would likely come from beyond traditional skincare brands, McDougall said. âSkin health has definitely been one of those trends that we have seen in the beauty industry where more and more derma brands and skin health brands are emerging now, as opposed to skin health brands. traditional skin care.
However, any beauty innovation focused on immunity should be underpinned and underpinned by solid science, he said. “It’s important that we have that rationale because people trust science more and more anyway, so it’s really important for the future.”
Beyond Beauty – ‘Must Watch’ Drinks and Supplements in Immune Personal Care
McDougall said beyond beauty brands, there would be a lot of innovation in the immunity and beauty space from other players, such as food, drink and supplement brands. who would be “Exciting to watch”.
ââ¦ There is a good opportunity to make this connection between beauty and immunity. Beauty itself is big business, as we know, but for VMS [vitamins, minerals and supplements], the step towards beauty could be shaped around the idea that the solution is not only to solve the problem; it also attacks the root of the problem â,He said.
Combinations of unmanageable offerings with topicals would then also prove promising in terms of beauty and immunity, he said. âWe are seeing this fusion of health and beauty, and there are these links (â¦) As such, people are turning to vitamin, mineral and supplements or functional foods combined with skin care. topical skin to help maximize these benefits. â
Missed our Immunity and Beauty webinar and want to learn more from Andrew McDougall on the future of this category? You can still sign up to watch his full presentation and listen to our Q&A with him here. You can also download the slides of his presentation via Mintel’s website here.