As beauty consumers look for their makeup to contain skin care benefits, hybrid claims are more important than ever. And as sun care consumers look for their sunscreen to be mineral-based, mineral sun care becomes more important than ever. At the same time, consumers are looking for their "one stop shop" in a multi-use product as a "less is best" conservation approach seeps into influencers' feeds. Consumer trend data from Mintel shows:

• "Unlike chemical sunscreen ingredients (eg octinoxate, oxybenzone), sunscreen that launches with mineral ingredients (eg zinc oxide, titanium dioxide) are on the rise in the US" with 55% of new sun care launches in the US containing zinc oxide (November 2020-21).
• 88% of US internet users who use skin protection products or services wear makeup with SPF, as do 23% of all US internet users 18+.
• 57% of consumers aged 18+ who normally use makeup products look for skin benefitting ingredients when choosing a cosmetic product.
• The top 3 purchase influencers for internet users 18+ who use sunscreen are the level of sun protection, followed by the brand, followed by the use of clean ingredients.
• Eco responsibility has become a huge movement in the beauty and personal care industry -- with younger facial skin care consumers increasingly making purchase choices based on brands' sustainable credentials.

The need for both science and creativity presents a tremendous opportunity for brands who are listening closely. Creative color play can combine with health-forward must-haves in a category-shifting supercosmetic. Consider these ways brands can adapt to meet the market:

• Combine needs with wants in a superhero product.
  "Adults aged 25-44 are more likely than their counterparts to consider mineral-based as a driving purchase factor. This aligns with their positive perception toward mineral-based sunscreen, as they overindex for agreeing that mineral-based sunscreen works better than chemical sunscreen," says Mintel. Make sure to reach these customers by actively listening to what they need, like mineral-based protection, and adding what they want -- a glow, a pop of color, a pick-me-up.
• Use science and creativity to fuel innovation.
  Brands can appeal to interest in skin-friendly makeup by promoting antioxidant merits and clarifying the quantity of skincare ingredients used. "Science and creativity fuel innovation within the cosmetics category as consumer expectations evolve," says Mintel.

This unique, protective eye, cheek and lip pigment is a swipe of glamor and skin care in one. The ultimate purpose-driven super-cosmetic, Universal Glow primes, blurs, and seals the skin to hide wrinkles and creases, and its creamy and luxurious texture melts to a powdery glow for a flawless finish. Broad-spectrum SPF 50 sun protection shields the skin from UVA and UVB rays while patented pollution defense technology protects against pollution and blue light. Universal Glow also contributes to a long-term glow with boosted vitamin E and ultra-moisturization.

Solésence Original Active Stress Defense™ technology-enabled claims:

• Patented smooth cream-to-powder pigment primes, blurs, and moisturizes the skin — including the delicate area near the eye
• Non-nano, mineral-based broad-spectrum SPF 50 sunscreen protects the skin from 98% of UV radiation
• 20% non-nano zinc oxide offers a therapeutic benefit to the skin
• Reduces pollution-induced free radicals by over 85%
• Protects against blue light (HEVL)
• *If added* a super-powered antioxidant complex works in synergy with Original Active Stress Defense™ to boost antioxidant activity by as much as 200%

Additional marketing claims available:

• Long-wearing
• Non-nano, chemical-sunscreen-active-free, paraben-free, alcohol-free, fragrance-free, cruelty-free