Fitting beauty in
Active beauty has taken off in recent years. However, while an increasing number of shoppers, particularly the younger generations, are participating in outdoor activities and sports, there still remains a “niche group of consumers who also take an interest in tanning”, Jane Jang, Senior Beauty Analyst at Mintel, pointed out.
Out Run, Amorepacific’s active beauty brand has introduced ‘after-sports’ soothing sheets for the face and body that seek to pair beauty, fitness and wellness protection.
As many Asian countries are experiencing record temperatures and longer summers, brands are now responding to this shift by launching soothing gels that incorporate natural ingredients.
Natural ingredients
Focusing on winning ingredients remains a mainstay within the market as consumers lean towards these natural favourites. Aloe extracts, for instance, account for 48% of global aftersun launches, according to Mintel Global New Products Database.
While product development in accordance with customer preferences and beauty landscape needs emerge, Jang argued that “more could be done and a bigger appeal can be made by addressing the ‘aftersun’ claim more clearly by tapping into locally well-known natural ingredients like potatoes, cucumber, green tea and bamboo sap, to name a few”.
We asked whether the skin care industry envisages changes in skin whitening brands' messages and launches as a result of the focus of aftersun items: “There are products with the potential to appeal to consumers who are keen on whitening after a vacation or sports activity, such as multifunctional whitening products with high levels of hydrating benefits as well as spot-care products that help combat blemishes.”
The third and final part of our aftercare series with Jane Jang, Senior Beauty Analyst at Mintel will be published on Monday 15th January 2018.