Anti-fatigue part 2: Energy boosting Indian beauty
Euromonitor International anticipates that India will achieve successful growth over forecast period compared to its review period, as young women will continue to take an increasing interest in personal health.
Making its mark
This growth will also be reflected in the health messages and nutritional claims that are made via beauty packaging and in media campaigns.
“In India, products are more or less centred on combating external stress factors such as pollution,” said Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care, Mintel.
According to Mintel GNPD, 72% of products launched in India in 2016 in the beauty and personal care sector referenced 'night' or 'evening' on their packaging.
Relaxation and energy
Kwek highlights how consumers are welcoming a number of products specific to achieving anti-fatigue: “There are face washes in the market that claim to stimulate tired skin and make them look healthy and radiant and there are also others that contain vitamins that claim to ‘wake’ the skin up for an energised feel.”
Product innovation has taken its inspiration from spa beauty: “When it comes to stress relief, most of the product innovation activity has been coming from spa brands, and you’d find these claims commonly in hair oils.”
To appeal to anti-fatigue demands, “a few of them claim to relax the mind after a tiring day at work, while others claim to induce good sleep or reduce headaches”.
Beauty and wellbeing
As consumers in Asia – India included – become aware of the relationship between beauty and wellbeing, “they are starting to find more ways in attaining better sleep quality, while more consumers are starting to live healthy lifestyles by adopting healthier diets as well as exercise in a bid to help improve skin and hair quality”.
Mintel survey data also shows that up to 75% women in China want to improve sleep quality for better skin appearance, while over half of them maintain healthy skin through sports and exercising activities.
“Beauty Round the Clock is set to grow as consumers' lifestyles continue to evolve and how they define and address health and wellness concerns change accordingly,” added Kwek.
As a result, “brands will need to innovate...as consumers are turning to products for additional solutions from the morning, to prepare and protect their skin or hair, all through till nighttime when they recover from the stresses and damages incurred through the day”.