Inclusive suncare ☼ Anti-aging ☼ Blue light
The growth of mineral SPF in the clean and prestige beauty segments has highlighted the aesthetic challenges of zinc oxide-based sun care on darker skin tones, and the Black Lives Matter movement has accelerated demand for inclusive sun care. At the same time, more consumers are learning that wrinkles, fine lines, and dull, leathery skin can be caused by unhealthy exposure to environmental stressors like UV, pollution, and blue light. Through all of this, consumers are looking for brands to join the conversation and serve as both a model for inclusive behavior and a guide for how to live well. In skin care, this means strategies that include everyone and improve the health of the skin by protecting it from unnecessary damage. Consumer trend data from Mintel and other industry sources shows:
- Clean SPF means mineral SPF: "Reflective of the interest in natural, eco and 'safe' sunscreen is the rise in mineral sunscreen ingredients (e.g. titanium dioxide and zinc oxide); while chemical ones have largely declined."
- Zinc is the "it" ingredient in sun care: “Zinc oxide as an ingredient has seen growth over the past five years, while controversial chemical ones – octinoxate and octocrylene – while still prevalent, are in decline.”
- Zoom-ready looks may be of-the-moment, but consumers are looking to say goodbye to "technology-impacted skin": Blue light is ever-present in our work lives and our social lives — and in the US, 67% of consumers think group video chats will still be a popular way to socialize after social distancing ends.
- The so-called "next normal" will require products that work for everyone. During Spring/Summer of the Covid-19 pandemic, weekly US mentions of suncare and BIPOC on social media increased by 362%. "As the current racial justice movement has highlighted disparities in product offerings, skincare formulated for Black, Indigenous and People of Color (BIPOC) will be a driver for new product development across the category, including suncare."
- Anti-aging is a key purchase driver in sun care and makeup categories: “33% of UK suncare users agree that anti-aging claims encourage them to buy one suncare product over another.” In China, “57% of female users of face base makeup agree that skin benefits (e.g. moisturisation, anti-aging) are the most important qualities of face makeup.”
“Beauty goals” doesn't just mean a flawless finish. Beauty goals means looking good and feeling good. Beauty goals means natural, and it means cruelty-free. Beauty goals means “makes me feel good" and "makes me feel good about the decision to purchase." Beauty goals means "something I can be proud of." This evolution of the concept of beauty means that brands must make consumers feel included, emotionally and ethically satisfied, and, of course, aesthetically pleased with the outcome of their product choice. Consider these ways brands can adapt to meet the market:
- Consider everyone.
The increased awareness from the Black Lives Matter movement can "spur on the development of more diversity-themed innovation in suncare; a demand not currently being met," Mintel advises. Beauty buyers, and young adults in particular, "will seek products from brands that not only meet their desired aesthetic goals, but that also reflect their individual value structure."
- Innovate around prevention and skin health.
Over the next 18-24 months, "continued innovation will be essential for inspiring consumers to stay focused on healthy habits," says Mintel (November 2020, Wellbeing 2021: Health Undefined). In the sun care space, innovation creates an opportunity to shake up the perception of ghosting mineral filters with an elegant, truly transparent finish that's safe and effective on skin and kind to coral reefs.
- Tackle blue light.
Brands can leverage consumer awareness of "technology-impacted" skin to educate on blue light emitted outdoors as well. "An awareness of wellbeing is at the forefront of consumers' minds, but a playbook doesn't exist. Brands have a responsibility and opportunity to set new rules," says Mintel (Wellbeing 2021: Health Undefined).
Multicultural Magic featuring Bloom™ (tinted version) and Kleair™ (tinted/untinted) is a luxurious, medium-weight moisturizer that features two patented-pending technologies in the Active Stress Defense™ suite — offering comprehensive protection against free radicals emitted by UVA, UVB, HEV (blue) light, and pollution, with an elegant finish suited for all skin tones. This product comes untinted or tinted, and the tinted version can double as a lightweight color corrector.
Kleair™ technology-enabled claims:
- Medium-weight formula leaves skin feeling smooth and moisturized
- Non-nano, mineral-based broad-spectrum SPF 50+ sunscreen protects the skin from 99% of UV radiation
- Reduces pollution-induced free radicals by over 85%(1)
- Extremely high-transparency zinc oxide reduces the signs of early aging, such as fine lines, blotchiness, and an uneven skin appearance
- *If added* a super-powered anti-oxidant complex works in synergy with Kleair™ zinc oxide to boost anti-oxidant activity by as much as 200%
- Reduces up to 77% of blue light (HEVL) light-induced free radicals.
- Plant-based rutin gives a synergistic boost to UV performance and free radical fighting in the skin
Additional marketing claims available:
- In a clinical study after one day of use(3)
- 100% of users experienced over a 40%increase in skin’s moisture levels in just one hour
- 100% of users experienced an immediate reduction in water loss, with 90% maintaining the reduction for 8 hours, demonstrating an improvement in skin’s barrier function
- Sustainably produced squalane provides moisturization and anti-aging benefits while contributing to eco-conscious branding
- Vegetable glycerin and apple extract deliver superior hydration to the skin
- Non-nano, Chemical-sunscreen-free, Silicone-free, Paraben-free, Fragrance-free, Cruelty-free