“The clean beauty movement shows no signs of abating, and the glow fits well with the concept, evoking an image of healthy-looking skin. Attract younger consumers by building on natural, clean skincare that creates a healthy glow.”
-Mintel, The Future of Facial Skincare: 2019, March 2019
• Apply to clean skin on its own or under foundation
Clean Beauty, Total Wellbeing, Prevention & Well-Aging
Online mentions of 'clean beauty' have skyrocketed roughly 6,000% between 2015-18 as consumers across the world have been drawn into clean conversation, says Mintel. And when it comes to combining this movement with other trends like wellness, eco-consciousness, and glowy skin, the whole is much greater than the sum of its parts. “The clean beauty movement shows no signs of abating, and the glow fits well with the concept, evoking an image of healthy-looking skin. Attract younger consumers by building on natural, clean skincare that creates a healthy glow.” Consumer trend data from Mintel shows:
- Consumers are looking for beauty brands that keep an eye out for their health: 38% of surveyed women said they expect the industry to provide a more holistic approach to beauty with a strong connection between health and beauty.
- In the US, 35% of adults are actively trying to improve their health, which jumps to 45% for18-24 year olds.
- "Healthy glow" is becoming a more popular marketing term for Western facial care launches, and that is expected to increase. Brands can grab the attention of younger consumers by linking skin appearance to looking healthy.
- 31% of surveyed women agreed that the beauty industry is not at all focused on well-being. Meanwhile, 61% of surveyed women agreed that the beauty industry puts pressure on women to look a certain way.
- A September 2018 report notes that a renewed focus on sun protection will resonate with consumers on their path to total body health. 41% of US consumers consider UV exposure to be a top factor impacting the appearance of the skin.
- Global wellness is part of the clean beauty story: 51% of US residents say they would pay more for a product from a socially responsible company, and cruelty-free will become a clean requirement for Western brands, Mintel predicts.
- Moisturization and UV protection continue to be driving skin and body care claims and anti-pollution is on the rise: 66-88% of women in France, Germany, Italy, and Spain agree that it is necessary to protect the skin from pollution.
Clean beauty, glowy skin, and 360-degree wellness are driving purchasing decisions, and brands can win by combining these mega-trends in a product that matches these ethics with a luxurious product aesthetic that turns moisturization into self-care. Consider these methods for how brands can adapt to meet the market:
- Give consumers a glow they can feel good about. “There is an opportunity for brands to package the natural, clean and glow terms together,” says Mintel. “Provide skincare solutions that fit individual healthy lifestyle plans. Associate a healthy lifestyle with the safety and benefits of natural clean skincare and the positive physical results described by a glow look.”
- Be wellness-forward, but don’t forget that aesthetics matter in the race for shelf space. “’Healthy glow’ is becoming a more popular marketing term for Western facial care launches, and that number is expected to increase. Brands can grab the attention of younger consumers by linking skin appearance to looking healthy,” says Mintel. Offer up top-ranked health claims recommended by derms, the FDA, and the American Cancer Society — like a broad-spectrum UV protection with a high SPF — but serve it in a luxurious texture with a beauty-driven aesthetic so that consumers think of it as a wellness treat.
- Show that you know your stuff, and that you care. Messaging is important, and consumers are turning to skin care brands who can back up their claims with science: “22% of French women aged 25-34 believe a brand's scientific background is important when choosing skincare products.” One idea: “Formulate with ingredient heroes” to give consumers a reason to believe the product will perform.
Velvety texture; Wellness-focused stress defense; Daily health boost
Velvet Drops is an ultra-lightweight daily moisturizer that delivers the wellness benefits of Beauty Drops but with a twist: a silicone-free technology. Designed to provide your brand with a clear, specific, best-in-class suite of must-have wellness and prevention benefits Velvet Drops is a versatile product that can be positioned as a step in a morning beauty/wellness ritual or as a pre-workout protective shield. With broad-spectrum, mineral-based sun protection, patented pollution and blue light protection, and an anti-oxidant enhancement, each application is a daily health boost.
Solésence Silicone-Free Active Stress Defense™ technology-enabled claims:
- Velvety, feather-weight serum is an ideal texture for morning or evening use.
- Broad-spectrum SPF 50+ sunscreen protects the skin from 99% of UV radiation
- Reduces pollution-induced free radicals
- Blocks more than 35% of blue light (HEVL)
- Boosts anti-oxidant activity by as much as 200%3
Additional marketing claims available:
- Silicone-free technology and 100% non-nano mineral sunscreen actives contribute to clean and green product positioning
- Sustainably produced squalane provides natural moisturization and anti-aging benefits while contributing to eco-conscious branding
- Sweat-proof: 40-minute water resistance
- Tinted to balance skin tone
- Paraben-free, fragrance-free, and cruelty-free