Moisturizing products have always enjoyed substantial market penetration. In every geographic area, hydrating/moisturizing claims trail only slightly behind botanical/herbal in NPD, with the exception of Asia Pacific where it leads (Mintel, 2020). With appeal for a diverse set of consumers across ethnicities and genders, claims like ‘deep moisturizing’, ‘hydrobooster’, and ‘rich hydration’, are ubiquitous across the face and neck care space.
Moreover, the coming of the coronavirus pandemic has further boosted demand for hydrating products. Amongst the 10% of adults who spent more on beauty products since the outbreak, facial skin care was in the top three categories, and 30% of female facial skin care consumers used more moisturizer (Mintel, 2020). Considering the dryness and irritation that sustained mask-usage can cause, this is perhaps hardly surprising.
However, consumer behavior during the global pandemic has created a complex network of novel demands, namely to do with immunity and overall wellness. To make an impression in a post-pandemic market, safety, transparency, and ethics need to underline hydrating claims. Meanwhile, an emphasis on simplicity will appeal to a broader range of consumers. Here, we take a closer look.
Hydrate and protect at a molecular level
Of course, the pandemic has brought with it wider concerns about overall health. According to a survey conducted by Mintel, 58% of American women say the ideal supplement would have immunity-enhancing properties. Equally, immunological or microbial claims are now increasingly attractive: consumers understand how the natural bacteria present in their bodies fight toxic bacteria and viruses. Combined with the increased demand for moisturization, a microbiome-enhancing hydrobooster is a compelling proposition for NPD, meeting consumer concerns from two angles.
However, these claims need robust scientific support. In the shadow of the coronavirus crisis, consumers are looking to scientists and experts more than ever. For example, 85% of Indonesian consumers are interested in scientifically proven products – and that was before the pandemic had even begun (Mintel, 2019). To appeal to consumers’ demand for safety and hygiene, innovation and certification are key. With endorsement from dermatologists and regulators, brands can gain public trust. This is also the case with equally powerful natural or organic claims, where eco-certification clearly communicates safety, ethical practices, and corporate responsibility.
Quality and quantity are key
Although demand for moisturizer has risen this is, in fact, in quite a niche section of consumers. As introduced, just 10% of adults have spent more on facial skin care since the start of the pandemic, despite the rising hygiene imperative. Therefore, there is a further 90% whose spending habits have remained the same, or indeed, reduced. Considering upcoming economic forecasts, it is essential that brands also work to meet the demands of consumers whose skin care routines are simplifying.
This is a particularly important strategy when it comes to appealing consumers in emerging markets. For instance, Indonesia is a huge consumer base, however, 72% of Indonesian consumers agree the number of beauty products can be overwhelming (Mintel, 2020). Therefore, when looking for essentials like moisturizer, simplicity is key: bolstered by the K-beauty skip care trend, creating clean, natural products that fit into minimal routines is an astute move.
Hydromanil, the hydrobooster relevant to now
Consumers’ interest in products that support the bacterial balance isn’t misplaced: the skin and its bacteria have an important symbiotic relationship. Bacteria present on the surface of the skin is essential to balance and health; for instance, Staphylococcus aureus, one of the most frequently isolated species from human epithelia, is known to be able to trigger inflammatory responses on skin cells. Thus, maintaining the bacterial balance of the skin is essential to skin health.
Provital’s active ingredient Hydromanil™ is designed to support the skin’s delicate bacterial balance. Synthesized with two natural gums, Hydromanil™ creates a filmogenic effect on the surface of the skin, maintaining the skin’s commensal bacteria in its natural condition. Meanwhile, this hydrobooster captures and retains water to assimilate it into the skin. This is achieved with 3D matrix technology, which has a combined hydrating effect on both the superficial and deeper layers of the skin. In turn, this maintains the skin’s natural defenses, protecting the epidermis from external aggressors and harsh conditions.
As such, Hydromanil™ is a powerful multipurpose ingredient, meeting demand for microbial action, hydration, and an all-in-one solution. With active ingredients like Hydromanil™, skin care brands can address consumers’ complex and evolving demands in a pandemic context.