Clean and natural have been buzzwords in beauty for some time – and the COVID-19 pandemic is set to accelerate this trend even further. This is because consumers are becoming increasingly concerned with their overall wellbeing. They are looking for BPC products that support their health from more than one angle, nourishing the skin, protecting from free radicals, and incorporating stressing-relieving scents. For instance, a product like rose soap benefits the body from the outside in, delivering a potent blend of antioxidants and vitamin C with a soothing fragrance.
Considering physical relaxation, stress-relief, and rejuvenation are key triggers for bathing and skin care routines, these segments are likely to experience a particular boost during and after the pandemic. However, it is important that BPC brands position their product launches correctly. Here, we look at the holistic, wellbeing focussed personal care trend and explain why rose is due a comeback as a sought-after active ingredient.
Sensory is catching up with natural
Natural/organic claims have been extremely prevalent in skin care for at least the past three years, with at least 50% of NPD featuring such claims. This aligns with strong penetration in the category, as 19% of facial skin care consumers only buy natural or organic products. A further 45% purchase a combination of regular and natural products, which drives spending and penetration in this growing segment (Mintel, 2020). Considering the rapid growth in NPD, brands need to do some serious thinking about how to differentiate their products in a crowded field.
Considering that the demand for natural/organic personal care products has strong ties to the overarching wellbeing trend, brands need to consider how they can further push the holistic benefits of their products. In light of the emotional impact of the coronavirus pandemic, sensory elements are a key strategy. Premium natural brands are already tapping into the demand for de-stressing sensory products, launching products with transformative textures and comforting scents.
How rose soap benefits the skin and soothes the senses
An ingredient that answers this demand for soothing scents is rose. Used in beauty and skin care products for centuries, rose demonstrates substantial potential beyond the usual rosewaters or moisturizers. This is because the flower contains a remarkably high concentration of vitamin C, a powerful reducing agent and antioxidant. Furthermore, it is actively involved in the metabolism of collagen promoting greater skin health and longevity, alongside a soft, relaxing scent. This is why products like rose soap benefits the body and mind, rejuvenating, nourishing and de-stressing.
These properties respond directly to the consumer demand for products that support overall wellbeing in a post-pandemic landscape. In lucrative markets like the Scandanavian nations, brands should push products containing ingredients with holistic benefits like rose. Considering terms like hygge (contentment and togetherness) and lagom (balance) are already firmly sedimented in their cultural consciousness, these claims will resonate with Nordic consumers who spend as much as $240 per capita on BPC products (Mintel, 2020).
Distilling the potent properties of the rose
Provital’s dermo-cosmetic scientists have developed several active ingredients that unlock the powerful properties of various species of rose. From rich, luxurious scents and textures to concentrated antioxidant action, their portfolio of CareMotives covers the full spectrum of the flower’s properties. One such example is Dog Rose Extract; named due to the belief that the flower could heal dog bites, this small, delicately scented pink flower is a powerful draining agent that stimulates circulation, reducing the appearance of varices and oedema. When incorporated into rose soap benefits include soft, glowing skin and a visible reduction in blemishes.