In the past, the concept of skin beauty has been largely based around “Colour Cosmetics”, however there has been a shift towards a broader idea of “ skin health” that emphasises the internal health of the skin microbiome over external appearances.
Consumers are becoming more conscious of the damage that external agents such as pollution, antibacterial soaps and detergents can do to the long-term health of their skin. Apart from considerations like reducing wrinkles, fine lines and moisturisation, consumers are becoming more interested in skin care products that go beyond traditional skin care and into prevention as well. What consumers want are products that help to halt and prevent more damage in the future.
In recent times, there has been an emphasis on living a Healthy and Well Lifestyle. People want to focus on being Healthy and Well and choose lifestyles that MAINTAIN their quality of life. For example, previously most people would be reactive in managing their health, that is to say, when they got diabetes or some other lifstyle disease, they would take drugs or medication to manage the condition. However now, because of advances in science, technology and also improvements in the understanding in how our bodies can be afflicted with chronic degenerative diseases such as diabetes, hypertension and high cholesterol, most people can take preventive measures to avoid or delay the onset of such diseases in the future. Through being selective in their diet and nutrition as well as taking vitamins and nutritional supplements as well as following an exercise program, these risk factors for getting a chronic sickness can be significantly reduced.
Nowadays, most consumers choose to live a holistic lifestyle, be it spiritually, emotionally, physically or mentally, the focus here is on WELLNESS. Consumers are embracing experiences, support and products that will support their health. Self care and prevention are the key focus now. Due to the widespread proliferation of internet use, consumers are also better educated on the ingredients used for their vitamins and skincare products.
An emphasis on Health and Wellness has shaped the development of skincare products highlighting a shift from products that have been traditionally viewed as purely cosmetic to products designed to maintain the health and wellness of the skin.
Rather than looking at beauty from a solely aesthethic perspective, the focus is now to support “ beauty from within”. To put it simplistically, your inside determines your outside.
As mentioned previously, Consumers are more knowledgable and aware of the key
factors in skin damage. Consequently, this will be enable them to use appropriate products to prevent this damage from occuring in the first place.
As consumers are exploring preventative measures to maintain healthy skin, the focus on “wellness” has also influenced young people who are not as concerned with anti ageing properties but more so on prevention and health.
There is a growing health trend that goes beyond beauty and encompasses concepts around mental well-being, athleisure beauty and more health aligned preventative and therapeutic solutions such as Chiropractors and Osteopaths.
Preventive Health is a Key Driver of choice of skincare products.
Consumers are taking a more preventive rather than reactive approach to their health. Many are managing their health by not smoking, maintaining and managing their stress levels, exercising regularly as well as taking their vitamins and nutritional supplements.
Consumers are aware of such damage caused to skin by such conditions as acne and eczema. They are becoming more concerned about external and environmental factors such as anti-bacterial products such as sanitisers and soaps as well as pollution and sun / ultraviolet damage.
Consumer expectations are not only dependent on efficacy of skincare products, they are also expected to yield benefits in a manner that supports the long-term health of the consumer’s skin by addressing external threats, such as pollution and Ultraviolet light.
Consumers want their products to prevent or halt damage from anti-bacterial products, pollution and Ultraviolet light from continuing to occur.
The desire for preventative benefits encompasses all age groups, Trends form South Korea have influenced the young and emphasised the benefits of prevention early on. A significant percentage of Millennials purchase skin care to prevent signs of ageing.
Globally, there is a growing demand for skin care products that cater to sensitive skin.
There is evidence to show the growing awareness and preoccupation with skin sensitivity
There are skincare products developed specifically for sensitive skin. For example by claiming to reduce itchiness and, more specifically, alleviate dermatitis and eczema.
For example, in many parts of Asia, changes in the weather, such as colder winter months, allergy season and environmental pollution all contribute to making skin more sensitive. Such conditions are also addressed.
Skin care products are expected to develop clear, healthy skin by addressing specific health concerns. Consumers place an importance on skin care products that are both moisturising and gentle for sensitive skin, while also offering active , nourishing and protective ingredients to improve texture and slow the ageing process.
Dermatologist-founded skin care brands (Dermocosmetics) fulfil consumers’ desire for medical input without actual medical or clinic visits.
Consumers continue to purchase dermocosmetics because of its therapeutic benefits. Health and wellness trends in skincare as well as access to the internet are also increasing awareness of active ingredients such as vitamins and antioxidants.
The emphasis on science based research and development, increased consumer awareness of active ingredients and the skin microbiome, dermatological expertise as well as a focus on skin health all contribute towards highlighting the benefits of using dermocosmetics.