The brand is focused on creating science-backed products that not only make a user look good but also feel good, as it believes that how people treat their body is central to mood, emotional regulation, and mental health.
“In Asia, there is increasing interest in body care on the back of the global skinification trend post-pandemic, whereby consumers want to treat the skin on their bodies as they would their face. There is also growing demand for body care products led by fragrance brands. However, there is a gap in the market for niche functional body care.
“There’s a big difference between a product that smells great and a fragrance that is scientifically proven to work. At This Works, you’ll see the term ‘functional fragrance’ used a lot. This is because our fragrances have undergone multiple clinical and independent studies, in partnership with our scientific adviser, Prof Gaby Badre,” Kathy Phillips, founder of This Works, told CosmeticsDesign-Asia.
According to Phillips, This Works’ functional fragrances have been tested using Functional Magnetic Resonance Imaging (fMRI), with results showing that they helped reduce sleep anxiety, fall asleep faster, improve quality of sleep, and lengthen sleep time.
“Consumers are increasingly knowledgeable about the science behind improving their quality of life, such as neurology and physiology. As consumers become more aware of their skin concerns and active ingredients, the demand for body care products that contain skin care-grade actives and are backed by studies has risen.
“This demand for solid evidence of the efficacy of skin and body care presents numerous opportunities for brands to use scientific evidence to demonstrate how their products interact with the brain-skin axis and mind-body connection to improve overall wellness.”
Phillips cited the example of an emerging Chinese beauty trend called “nourishing skin with oil” (以油养肤), which comes after the “morning C, night A” buzz last year. The latter is a skin care routine that involves using a vitamin C product in the morning and switching it out with a vitamin A product in the evening.
“These trends further indicate consumers’ interest in learning about the ingredients behind everyday skin care products and their functions. This has also expanded from facial care to body care.”
In addition, the brand has observed a heightened demand for body care products with anti-ageing benefits.
“For example, our best-selling ‘perfect cleavage & neck serum’ has become the top SKU for recruiting new customers in Asia and globally. At the same time, we are also seeing different consumer demand in Asia, compared to the US and European regions, specifically for tinted body care products.”
Uplifting skin and mood
This Works recently introduced three new products to its “perfect” range, namely perfect body smoothing wash, perfect body vit C glow, and deep sleep pillow spray.
In particular, the perfect body smoothing wash is a gentle face and body cleanser that is formulated with natural fruit acids from bilberry, sugar cane, sugar maple, orange, and lemon, and polyhydroxy acids (PHAs).
The formula also contains an advanced hydration complex, which claims to lock moisture in the skin for 24 hours after use and help restore skin barrier function.
These ingredients work to sustain cell renewal by loosening and removing dead skin cells to soften and brighten skin.
The product is aimed at protecting skin that has compromised texture due to slower skin cycle or that has been damaged due to over-scrubbing.
“As we age, the rate at which our skin cells renew gradually declines, with the average skin cycle dwindling from 28 days to as many as 60 in midlife. Without help and hydration, skin appearance and texture can present as dull, rough to the touch, and uneven.
“This dermatologically tested product instantly smooths uneven-looking skin and lifts sluggish spirits with its mood-boosting functional fragrance made of geranium and sweet orange essential oils, which has been proven in fMRI brain imaging scans to increase mental capacity for pleasure, reward, and comfort.”
Similarly, perfect body vit C glow boasts a fast-absorbing formula that contains high concentrations of active ingredients with brightening and smoothing effects, including vitamin B12, vitamin C, and hyaluronic acid.
The serum’s natural pink tint comes from vitamin B12, which is said to calm stressed and sensitised skin, relieve redness, and protect the skin flora.
Additionally, the “slow-release 2% vitamin C” helps repair cell damage from UVB exposure, and brighten age and sun spots, while hyaluronic acid is known to provide hydration to soothe itchiness and discomfort.
“Elements, such as the uplifting pink colour and incorporation of our functional fragrance, are selected based on neuroscience to empower the user with added body confidence, and ensure that his or her mood gets revived and nourished, too.”
This Works is currently available in the UK, Europe, US, Australia, South East Asia, China, Hong Kong, and Middle East, as well as global travel retail channels across airport duty-free stores, cruises, and airlines.
The new products have been launched in these markets, with plans to roll out in the travel retail channels in the coming months.
