We take a look at how lifestyle stressors are influencing new product launches and how the beauty industry is responding with the use of technologies and innovations.
What is a healthy lifestyle?
For consumers, mental health and happiness are a fundamental part of what it means to be healthy, market research provider, Euromonitor International provides in its Healthy Living: Prevention and Self Care as a Lifestyle report.
Consumers’ health perceptions indicate that mental health, feeling “good” and getting a sufficient amount of sleep are leading consumer needs and notions of what it means to be healthy, Euromonitor International found in its Health and Nutrition Survey, 2019.
Engaged health buyers are now looking at the industry to provide products and services that centre on preventative health. Half of consumers stated they are in search of items that enable them to avoid stress and anxiety problems. Of those asked, 48% said they were looking to prevent sleeping issues and 42% want to counter memory troubles.
What can beauty and health do?
Beauty and health spheres overlap considerably, with brands and consumers prioritising health and wellness, particularly personalised and customised solutions, Cosmetics Design Europe identified. As a result, beauty names have the opportunity to support customers’ healthy lifestyle goals through appealing to, and seeking to overcome, associated stressors.
For consumers, happiness is considered the ultimate expression of health, Euromonitor International sets out. Achieving this level of happiness consists of attaining an optimal balance of work, rest and play, and commercialising emotions.
At Cosmetics Design Europe, we have seen how brands are increasingly utilising technology to appeal to consumers through acquisitions, enhancing the customer journey and launching new product innovations.
H&H Group has focused its growth efforts on artificial intelligence (AI) through acquiring Proven Skincare, Sally Beauty has implemented a new customer experience programme, while bgx has created an on-demand beauty service and new e-commerce platform.
Beauty and tech collaborations
Technology and beauty may well team up again through emotional robots that provide emotional recognition, emotional therapy and potentially mental support. We may well see beauty brands leverage this technology to bring the health, wellness and beauty spheres even closer to support consumers with removing stressors.
Cosmo Tech Expo 2019 is taking place between 22-23 July in India and is expected to welcome innovations that delve into preventing or helping to overcome lifestyle stressors.
French Clarins will unveil its My Clarins Re-Charge Relaxing Sleep Mask, which comprises fruit and plant extracts to strive to create healthy-looking skin. The product describes itself as a relaxing cream face mask that aims to quench, plump and re-charge skin at night. The result, it claims, is to remove pollutants and toxins, along with providing a fresh look after sleep.