Anti-pollution part 2: Lessons Asia can teach Europe

Drawing comparisons with Europe​

Alternatively, pollution has “only relatively recently become part of the conversation for European consumers”.​ This may appear surprising as even though some companies have had anti-pollution products for years, Rudd relayed that it is “only now that such products are having any real impact”.​

Demonstrating the appeal and opportunity in the European market, Rudd revealed that only 4% of French consumers and 6% of Germans state that pollution is not an issue in their country today.

Although the apparent need for anti-pollution skin care items does exist in Europe, Rudd suggested that there is “a definite gap between fear of the issue and belief in the solutions”.​

Product belief​

According to Mintel research, for example, only 16% of Spanish and 13% of Italian consumers believe anti-pollution skin care products are very useful and 37% believe they are somewhat useful.

These figures are even lower for France and Germany, however, where only 6% believe the products are very useful.

“That is not a ringing endorsement, and more work needs to be done to convince them of their efficacy,”​ stated Rudd.

Hair care is up​

When asked what’s the next area for brands to make inroads into the anti-pollution segment, Rudd divulged, that hair care is “definitely next in line”​ for anti-pollution growth.

As the industry has already welcomed shampoos and pre-washes that promise to clear away pollution particles, the opportunity is now available for the category to move towards offering “more comprehensive claims”.​

Seeing the success and popularity of skin care innovations, hair care has increasingly “adopted the language and rituals”​ of this sector, which will be a benefit to the growth of anti-pollution products.

Cosmezi Tratto Liquid Umbrella, for instance, claims to create an ultra-thin film over the hair to protect it from pollution, while caviar prevents yellowing.

In terms of applying this cutting-edge use of technology to skin care, Rudd, observes that this is a direct equivalent of products like Cellcure's PM2.5 Block Relief Cream, which uses biosaccharide gum-4 to shield the skin.

At present, “the only missing element is a PM claim, but that will come in the future”,​ Rudd notes, sharing how researchers from King’s College London are looking into whether PM0.1 can affect hair condition.

Strong expectations​

Looking to the future of anti-pollution items, Mintel has found that half of Spanish consumers and 43% of German consumers expect levels of pollution to get worse in their countries in the coming years.

As a result, the anti-pollution segment will “grow exponentially over time”​. In addition, “the claim will become standard in skin care and sun care products, and will go deeper into hair care and colour cosmetics”.​

When it comes to the growth of anti-pollution products in Europe compared with Asia, Rudd put forth that “in time, we will get used to anti-pollution claims on European packaging in much the same way that we have got used to SPF claims”.​

With this said, just as “SPF claims are still not fully understood by many consumers, the same will inevitably be true of anti-pollution claims”.​

“Transparency and honesty will be more important than ever,”​ concluded Rudd.