Anti-pollution breaks into hair care and colour cosmetics
In recent years, the anti-pollution segment has carved itself into a much-sought-after area for product developers to explore when creating new formulas that appeal to the concerns and needs of consumers.
Opening up untapped opportunities across various beauty categories helps to extend skin care, hair care and anti-pollution education and awareness within the industry.
The anti-pollution sector and supporting claims are showing no signs of slowing down at present. Consumers are increasingly concerned about the “negative effects pollution potentially has on their health, skin and body – reflecting, even more, an opportunity for anti-pollution beauty to penetrate the market”, said Sharon Kwek, Senior Innovation and Insights Analyst, Beauty and Personal Care, Mintel.
R&D steps up a gear
Biotechnology is proving a natural fit for cosmetics companies, especially in the anti-pollution sector, as firms strive to invest further resources into R&D investment and focus on their long-term market penetration strategies.
Scientific studies that explore the benefits of anti-pollutant products have provided added information, clarity and credibility on the impact that pollution has on beauty and personal care choices.
In turn, this helps to build customer confidence and trust in big name players investing in cutting-edge formulations and marketing campaigns.
“Teaming up with biotechnology experts may well add that credibility to products launched in the market, as it displays a manufacturer’s objective of syncing up with a body’s natural rhythm to offer consumers additional solutions,” highlighted Kwek.
Playing on emotions
As brands look for new ways to penetrate emerging areas within the anti-pollution segment, the hair care and colour cosmetics sectors open up exciting areas to explore. These can then be paired with marketing concepts that captivate the imagination and direct needs of buyers.
Emotions are increasingly becoming part of the story as they form part of the core marketing strategy for brands that are looking to appeal to consumers through “key messaging or relatable descriptions such as ‘tired skin’ and ‘quench your skin’s thirst’”, Kwek added.
Brands are communicating the importance of adopting “a preventive approach against potential skin problems from surfacing, leveraging the concept of ‘Prevention is better than cure’” to highlight the importance of strengthening the skin’s defence barrier, Kwek concluded.
Kwek emphasises how Korean beauty brand, Laneige, is an example of one Asia-Pacific (APAC) brand positioning itself as a leading provider of pollution- protective product launches that are closely supported by its packaging claims.
Following the launch and success of its Anti-Pollution Defensor – a skin block serum that protects the skin from fine dust – Laneige then released the Anti Pollution Finishing Pact in May 2017.
The innovative powder contains green tea and saururus chinensis extracts that offer anti-pollutant benefits, along with multifunctional claims that work to even out skin tone and control sebum levels.
As anti-pollution benefits are now expanding beyond skin care ranges into hair care and colour cosmetics, products are placing overt claims on their packaging to highlight the inclusion of ingredients and functions that offer specific pollutant protection.