Active beauty: Making health and fitness look good

“Health and wellness ​is increasingly talked about as an integral part of daily life from a physical and an emotional standpoint,”​ said Jane Henderson, Global President, Beauty and Personal Care Division at Mintel.

Perfect timing​

As companies seek to find the opportune time to establish active ingredients that maximise consumer appeal and sales, Henderson states that: “Now, companies and brands are perfectly positioned to better align themselves with this interest by innovating beauty and personal care products designed to meet the unique needs of active consumers.”​

Mintel’s team of market researchers have “collaborated to gain a comprehensive perspective on the momentum and forecast of the beauty industry in 2017”​ and have found that the active beauty trend within APAC and the wider globe is well-understood and developed to provide “the expert analysis and insight needed to give beauty brands a competitive edge”. ​

Creating a solid first impression​

Brands continue to be influenced by consumer preferences for natural and organic product choices that prioritise sustainability. Product benefits claims, protection claims and ergonomic packaging are, therefore, becoming a focal point for companies looking to make an impact in the active beauty area this year.

Companies will develop existing product ranges by launching products that protect the skin and hair from the damaging effects of pollution exposure and ultraviolet (UV) and infrared (IR) light.

The anticipated rise in rubberised packaging for make up products and gym bags are examples of how brands are expected to directly target products in the exercise and beauty sector.

These products will also be paired with online apps that receive information relating to skin temperature and hydration levels to help identify what products should best be applied to the skin.

Transforming tools and training​

“Looking ahead, we will see more brands driving the active beauty trend by launching a number of new and innovative products that not only prepare and support consumers before and during physical and mental activity, but aid in the recovery process as well,”​ added Vivienne Rudd, Director of Global Insights, Beauty and Personal Care at Mintel.

“Expect to see beauty brands play with temperature and water-activated products, partner with DNA analysis to provide personalised beauty regimes and team up with retailers on athletic apparel with time-release product features,”​ Rudd emphasised.

No signs of slowing​

Euromonitor International’s Beauty Survey 2016 revealed that the skin care segment is still the most popular beauty segment as consumers continue to demand natural and organic ingredients that are environmentally friendly and/or ethical.

This is closely followed by the hair care segment, along with a growing interest in natural and sustainable tools for the colour cosmetics arena.

The market insight company highlights how the term green beauty has a broadened definition and therefore provides brands with multiple opportunities to delve into new product areas and gain new customers.

Communicating conscious claims​

To achieve success and market share companies should ensure that product claims relate to key environmental messages in APAC, such as anti-pollution. Packaging claims should also be specific and brands should investigate new evolving areas of interest early to build a competitive advantage.

As the green beauty and active ingredient trend moves into its next phase, brands need to concentrate their efforts on ensuring conscious consumers are willing to pay for their natural and organic items.

Active formulators will need to remain competitive when compared to emerging sectors such as dermo-cosmetics.