A woman in a red dress stands on a curb with a bag over her right shoulder. - Day Mode Hero Concealer

THE TREND

Soothing ☼ Longevity ☼ Premiumization

Consumers today are looking for their skincare to do more than just treat facial concerns. Wellness goals include soothing and preventing daily irritation while also delivering long-term anti-aging treatments designed for personalized skin concerns. Products that can address concerns at both levels and demonstrate premium value through ingredient call outs and experience will stand out in the market. Consumer data from Mintel and other industry sources shows:

  • An increased desire for products that soothe, reduce redness and repair the skin barrier, while not contributing to further irritation is being driven by an increasing number of US adults (71%) with sensitive skin, up 55% in just two decades.
  • Longevity is important to consumers. 40% of US consumers say they would be interested in trying anti-aging products tailored to their skin tone and/or skin type.
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BRAND IMPACT

Facial skin health is a growing concern with increasing numbers of Gen Z and Millennial consumers turning to specialized products for help with dryness, irritation and uneven texture. Products with hero ingredients can win by creating a soothing daily experience that elevates their daily skin care ritual and helps with their wellness and longevity goals. Here are ways brands can adapt to meet the market:

  • Combine Experience with Function
    85% of adults in the US say that how a skincare product feels is just as important as whether it works. Brands can encourage consistent use by offering products that soothe the face and retain moisture to keep it feeling soft, all while strengthening the skin barrier.

  • Elevate ingredients as longevity heroes
    Consumers increasingly look to the label for ingredients that will prolong the life and health of their face. 31% of US women pay more attention to beauty product ingredients as they age, says Mintel. Brands win by giving consumers the ingredients they have heard about and that they know will work, like allantoin and ceramides.

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THE OFFER

Hydrating Face Serum is a custom development concept product that takes moisturization claims to the next level with a trio of synergistic ingredients that tackles key skin concerns. This superpower packed serum is the ultimate barrier repair and moisturization solution for anyone that struggles with hydration, redness, irritation and elasticity. Patented WHSPR™* technology, delivers 5% Allantoin which contributes to moisturization claims. 5% Niacinamide offers hydration and reduces redness, while 2% Ceramide complex strengthens the skin barrier and improves elasticity, contributing to anti-aging and longevity claims.

Solésence WHSPR™ technology-enabled claims:

  • Refreshing serum texture is ideal for daily use, can be used in the morning and at night.
  • Maximizes the health benefits of allantoin, including skin soothing, skin calming, and 24 hour moisturization claims
  • Delivers concentrations up to 5% with stability and can be delivered to anhydrous systems, without the aesthetic and functional losses that typically occur in allantoin-powered products
  • Targeted claims: redness reduction, skin repair, skin texture evenness

Additional marketing claims available:

  • Contains 5% allantoin, via a patented delivery system which contributes to moisturization and skin soothing
  • Contains 5% niacinamide, which helps maintain skin hydration
  • 2% ceramide complex helps improve skin elasticity and reduce itching
  • 24% glycerin, which contributes to moisturization
  • Vegan, Fragrance-free, Alcohol-free, and Cruelty-free