The COVID-19 pandemic changed our lifestyles in myriad ways. Gone was the daily commute, gym visits, or long walks. Instead, we found ourselves sat in front of the screen for even more hours than we usually would be, as screentime also became social time. Of course, this increase in sedentarism has made many people more body-conscious. This is driving the market for shaping products, including firming creams and oils for cellulite.
This is reflected in NPD, which has contributed to value growth in body care year-on-year. Since the start of the pandemic, the hand, body, and footcare category has grown by an estimated 6%, taking its total value to £656 million. According to market research from Mintel, this is largely driven by the firming/cellulite segment. However, the demand for body shaping products isn’t purely driven by attitudes to the physical – consumers are also looking for comfort.
The comforting effect of oils for cellulite
Certainly, the pandemic brought material changes to everyday life, but perhaps the biggest impact has been emotional. Since the pandemic began, 31% of British adults said they felt anxious three times a week (Mintel, 2020). As we ventured out of the house less and less, at-home beauty treatments were a go-to de-stressing solution for many. In China, 76% of women said that they use beauty products to unwind (Mintel, 2020).
As a result, comforting textures and ingredients are gaining popularity. Sensuous application experiences like oils particularly respond to this demand. In tandem with the interest in anti-cellulite products, brands should consider developing oils for cellulite as opposed to the traditional cream textures. This creates a more luxurious sensation for these all-important self-care rituals.
In a pandemic context, brands also need to pay attention to the ingredients and scents consumers find comforting. Product safety is of particular concern as health remains at the forefront of peoples’ minds – and natural is perceived as synonymous with safe. This has led to a rise in gastronomic-based ingredients, where the good-enough-to-eat message succinctly conveys safety and good health.
Tap into the demand for food beauty with an old favorite
Coffee has long been a favorite for body care products due to its energizing properties. This association has a clear scientific basis; caffeine, as many well know, increases energy and stimulates thermogenesis. However, its anti-cellulite action also involves other mechanisms like calcium mobilization and an increase in membrane permeability. The outcome of these processes is an inhibition of lipogenesis and a lipolytic effect, all of which results in a reduction of lipids accumulated in adipocytes.
Xanthines and polyphenols, chemicals that are abundant in coffee, also act on the metabolism. Xanthines stimulate the cardiac, vascular, and central nervous systems by inhibiting the enzyme phosphodiesterase and increasing intracellular cAMP levels, thus facilitating thermogenesis. Equally, polyphenols the catechol-o-methyltransferase enzyme mediates adrenaline metabolization, thus increasing the concentration and prolonging the activity of noradrenaline; the outcome is activation of thermogenesis.
Inspired by this action, Provital created Green Coffee Oil. Alongside coffee’s stimulating effects, this natural active ingredient also has a rich antioxidant content. It’s sustainably-sourced, all-natural composition is perfect for oils for cellulite that are simultaneously energizing and comforting, appealing directly to consumers’ specific demands in the pandemic moment.
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