Spreading Clean Beauty

Consumers want products that energize and comfort tired, heavy legs

As the information economy grows, our lives have become increasingly sedentary. Our working days are spent sat in front of computer screens, leading to a marked increase in the number of people experiencing complaints such as bad posture, back pain, heavy legs, and poor circulation. To illustrate, the number of Americans experiencing lower back pain increased by 4.2% between 1997 and 2013.

This tendency is exacerbated in a pandemic context. After lockdown measures compelled many to work from home – and as it seems increasingly like this will remain the case – people are even less mobile. For many, the morning commute now consists of moving from the bedroom to the living room. This lack of mobility is further compounded as other habits shift, such as the move to shopping entirely online. 

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The consequence is that even more people are suffering from physical complaints associated with a sedentary lifestyle. There is a rising demand for products that alleviate the symptoms of poor circulation and posture, including tired, heavy legs, cramps, varicose veins, and swelling.

Sedentary lifestyles and heavy legs

Disorders in the circulatory system are most likely to occur in the lower limbs because blood must travel against gravity. If the sufferer has a sedentary lifestyle this condition tends to be worse, as circulation isn’t regularly simulated. This is because the endothelium in the blood vessels’ walls is elastic; without regular muscle contraction, the blood vessels are not sufficiently stimulated to pump blood up the legs.

The outcome is slower blood circulation, which may cause blood stagnation in calves and ankles. Currently, it’s estimated that 80% of adults will suffer from tired legs syndrome in their lives, with other symptoms including:

  • Heavy legs.
  • Cramps.
  • Itching.
  • Varicose veins.

As our lifestyles become increasingly sedentary – and even more so in the wake of the global pandemic – products to soothe these symptoms are in demand. For instance, amongst consumers who have spent more on BPC products since the outbreak, 36% spent more on hand, body, and foot care products (Mintel, 2020). 

Tapping into the wider well-being trend

However, there are key trends that impact the character of such products. Since the beginning of the pandemic, consumers are placing greater emphasis on overall well-being and self-care. Beauty and personal care play an integral role in this tendency, as consumers turn to their beauty routines to de-stress. Data from Mintel’s The Impact of COVID-19 on BPC – UK shows that amongst those who have done more beauty activities since the beginning of the pandemic, 38% did so to reduce stress or anxiety.

Thus, when developing products to tackle complaints associated with poor circulation, brands should incorporate features from the self-care trend. For instance, soothing, evocative scents that help the user relax and heal are key. Equally, natural ingredients signal comfort and safety to a consumer that’s increasingly preoccupied with the effect of synthetic ingredients on their broader health. However, in the pandemic context, expert endorsement holds extra weight – so brands need to strike a balance between natural and scientifically proven ingredients.

Energize and comfort with Legactif™

Provital’s active ingredient Legactif™ is designed to combat the symptoms associated with blood circulation disorders, naturally. Synthesized from three plant ingredients, goldenrod, lemon and butcher’s broom, the ingredient stimulates circulation to alleviate the symptoms associated with tired, heavy legs. Meanwhile, the plant-based composition responds to consumers’ demand for comforting natural products. 

Moreover, the ingredient’s efficacy is scientifically proven. Butcher’s broom particularly is considered one of the main plant activators of blood circulation, exerted by the steroid sapogenin ruscogenin. In a study with 100 volunteers suffering from several symptoms, such as varicose veins and haematoma, a two-month treatment with two–three daily ruscogenin applications on the affected areas showed 82% average improvement. With this powerful combination of science and nature, Legactif™ is a compelling solution to consumers’ evolving needs in a pandemic context.

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