How products to target loss of elasticity can benefit from the “back to fun” trend

Current events such as the pandemic and the disruption of new technologies are shaping market trends and consumer behaviour. Any product that targets loss of elasticity should take into account these trends and respond accordingly. Find out what the new “back to fun” trend means and find inspiration in how a product for loss of elasticity in skin has matched it.

What is the “back to fun” trend and what does it mean for brands?

Beauty and personal care products have experienced profound transformations in the last years, guided by new consumer behaviours and values. The “back to fun” trend is yet one of the latest movements to take the beauty market by storm. But what does it mean?

After the events of 2020 and the social preventative restrictions, consumer values have shifted. If a self-care narrative was already gaining traction among health-conscious consumers, it has sharpened and quickly evolved in the global pandemic scenario.

At this point, consumers no longer look for relaxation and self-care narratives: they also seek joy in products, and incorporate them to their daily rituals in order to feel motivated and cheerful. All in all, while COVID-19 has boosted mental-health awareness, there’s also a strong consumer desire for fun and lightheartedness, and consumers expect products to initiate them into new, positive experiences. 

Some survey data by Mintel provides proof of such market trends. For instance,  51% of  women aged 18-24 say their typical makeup routine gives them joy, while 54% of adults who perform a beauty routine agree they have fun using beauty products.

Playfulness, originality and comfort are all values that consumers are longing for brands to deliver. But how can BPC brands respond to these demands?

In light of these new market dictates, BPC companies have been experimenting with a number of successful market movements and product developments, which include: 

• Playful packaging that, nonetheless, takes into account new consumer sensibilities around sustainability
• Interactive communication, inviting consumers to take part in surveys, contests and challenges on social media
• Nostalgia, in an effort to make consumers connect with simpler times and childhood memories that might bring joy and comfort. This includes product formulas as well as graphic and product design elements.

A “back to fun” approach for loss of elasticity and sun protection

Need more inspiration? Take a look at the Gameover to Sunburn, a product development idea by Provital that dives right into the “back to fun” trend while, at the same time, provides an efficient remedy for loss of elasticity in skin.

This original product formula comes in console-inspired format, a fun, retro packaging that awakens consumers’ nostalgia and playfulness while guaranteeing their skin is protected and nourished with rich natural oils.

Maintaining skin’s elasticity is a skin concern directly related to suncare products. As more conscious, informed consumers emerge, they’re aware of the negative consequences that have been observed in cases of excessive exposure to sun radiation. These consequences include direct alterations in DNA structure, increased oxidative stress and increased inflammatory skin reactions, producing early skin aging, according to Leonel E. Rojo et al

In fact, it’s been reported that excessive skin exposure to sun radiation causes 80% of visible aging signs on the face (Flament, 2013) (while other factors such as pollution, tobacco, poor diet and so on also being important). Wrinkles, blemishes and loss of firmness are all aggravated by this factor.

Thus, a product that targets loss of elasticity must also take photoaging into account, including both UV and IR radiation and blue light protection.

Conflating the “back to fun” trend with the current preference for biocosmetics, it’s possible to generate products that incorporate plant-based solutions for loss of elasticity concerns.

Such is the case of LINGOSTEM™, a natural cosmetic active ingredient based on plant stem cells obtained from Lingonberry (Vaccinium vitisidaea) and part of Provital’s Stem Cells product line, in which a controlled cell culture is developed from stem cells to achieve the synthesis of those natural compounds offering the required cosmetic properties. This process eliminates the need to grow and harvestthe original plant sources, thus being more sustainable and using less natural resources. 

In vitro essays have proven this active ingredient’s efficacy in targeting the following skin care concerns: 

• Direct antioxidant action. This active ingredient helps reduce oxidative processes by enhancing the natural mechanism of cells against oxidative damage caused by IR-A radiation. In fact, it increases cell efficiency to fight against oxidative damage from solar radiation, reducing the amount of free radicals and collagen degradation

• At the same time, the active indirectly promotes the enhancement of the antioxidant cellular response. 

While the rise in free radicals eventually causes an increase in the synthesis of enzyme MMP1, responsible for collagen degradation (which reduces skin consistency) LINGOSTEM™ is capable of reversing this process while enhancing this natural mechanism and increasing cell efficiency to fight against oxidative damage from solar radiation, reducing the amount of free radicals and collagen degradation.

• The active also provides a reduction of skin inflammation caused by UVB radiation. Solar radiation, in particular ultraviolet B (UVB) rays, activates the cellular processes of inflammation that trigger the synthesis of different cytokines (such as IL6, IL8, TNF-alpha and IL1), as well as other mediators for skin inflammation.

Our lingonberry-extracted active has proven to be a major inhibitor of the NF-kB factor thanks to its antioxidant properties, thus decreasing this inflammation process. As a consequence, LINGOSTEM™ is able to reduce the inflammatory response and the damage caused by radiation in the dermal extracellular matrix.

The link between sun exposure and loss of elasticity is increasingly understood: ultraviolet rays and infra-red radiation produce direct alterations in DNA structure, increased oxidative stress and increased inflammatory skin reactions, producing early skin aging. 

Through LINGOSTEM™ we’ve developed an active ingredient to push a science-based, effective product that targets loss of elasticity issues related to sun exposure. At the same time, brands can incorporate our active into new product developments that take into account trends  such as the “back to fun” movement, in order to target new consumer behaviour and demands.