The Future Of Skincare



Due to travel and contact restrictions the COVID-19 pandemic is having a heavy economic impact on in-store sales of beauty and personal care products, not only due to the lockdown but also to the rising economic uncertainty. While some areas have been less affected than others, it is still expected to have a significant economic impact. The restrictions imposed by governmental rules of social distancing and lockdowns, are likely to curb consumption and investment and restrict production, trade, travel and tourism.(1-4.) At the same time, the additional leisure time of stuck-at-home workers allowed an increase in their beauty consciousness which has fueled a less significant increase of online sales.

A focus on prevention of Covid-19 and personal safety may shift consumer attention to health and wellness and add more scrutiny to consumers’ personal appearance and ways to improve it. The additional personal time may be used to research ingredients and monitor the effectiveness of the product being used. As a result, we expect consumers to become more aware of ingredients and the claims that are made. Under these social and economic pressures, consumers are likely to question and disregard products whose claims are likely not possible because of the ingredients, their lack of efficacy or due to realistic expectations of what is really possible. Because the traditional ways to meet others have been scaled back, social media plays an even greater role than before. This may be especially true for younger consumers who constantly use social media to compare themselves with their peers, fashion influencers and the latest fashion trends. Due to the constant speed and advancement in technology with remote meetings and widespread visibility, personal appearance will be exposed universally resulting in either benefit or detriment. Due to social confinement, it’s no longer what you say or what you’re really about but how you look, especially to others, which puts the initial emphasis on skincare.

Health And Wellness

For many consumers the use of high-end brands is a way to pamper and reward themselves and to affirm their economic and personal achievement. However, the preference that higher-priced items are better may need further explanation. Although, you ultimately get what you pay for, brands with high marketing costs such as may be incurred for celebrity endorsements or a huge marketing campaign frequently either inflate the price or cut back on quality because of the advertising expenditure in order to make economic sense. Any decline in economic growth and disposable income due to the pandemic may shift consumer resources to essentials and what really works and away from marketing hype.

Products containing cosmeceuticals are likely to benefit from this trend because of their double action as beautifying agents with a healthy therapeutic function. This is already apparent in the availability of anti-aging treatments or pre-aging treatments desired by both older consumers who want to reverse the damage and younger consumers who want to prevent the damage before it starts. Time spent on researching products with better ingredients and better functionality will pay off well in regards to savings and added benefits. This will likely gain more traction as more and more people come to realize that Healthy Skin is beautiful skin, so that their sense of beauty becomes linked to health and wellness and an overall sense of well-being.

Sustainable And Eco-Friendly

Sustainable, transparent or eco-beauty trend is a positive philosophy that encompasses beauty, self-care, fashion and beyond. It isn’t confined only to “green” ingredients and formulations but it’s also about recyclable packaging and a production process that is eco-friendly. (5-6.) Many consumers are making choices to sustain their skin’s health and that of the planet at the same time. The same can be said of sustainable clean beauty that is supported by science and not marketing hype. One such example is the introduction of marine derived ingredients such as algae which are gentle and yet provide a rich source of nutrients for the skin.

The additional leisure time due to lockdowns may allow consumers to become more educated about self-care by checking labels for  ingredients, ‌  watching informational videos, and reviewing customer testimonials. They are also more likely to select greener and cleaner products that relate more to a healthy diet than to formulations contrived in a lab. Subconsciously, we may all strive for a glowing and Healthy Skin as a reflection of the ultimate external expression of good grooming and health from the inside out. Because of this, discriminant consumers are sensitive to products that beautify and provide internal benefits such as science backed ingredients that work on a cellular level.

Clean Beauty

There is a great demand for natural or organic products but the irony is that a natural product isn’t always necessarily better or safer than one made with chemical compounds. Many ingredients produced in a lab are often safer because they are standardized and conform to purity regulations. One example are preservatives which make our products safer by extending the shelf life of the product and preventing growth of fungus and bacteria. Even if you can’t pronounce the ingredient, it doesn’t mean it’s bad for you. Many science-y sounding ingredients, such as hydrolyzed collagen, sodium hyaluronate, superoxide dismutase and niacinamide are actually beneficial for the skin.

Conversely, there are lots of natural, organic ingredients that may be bad for the skin. In addition, products claiming that they’re natural or organic may not be better or safer just because they’re natural or organic. The truth is that both are required to produce cosmetics that are safe and have efficacy. However, stick with brands that are considered clean and based in science even though they may contain lab made ingredients that are naturally found in nature. More importantly, avoid brands with pesticides, and suspicious or harmful ingredients.

CBD Beauty

CBD is the latest product of the moment, which promises to cure what ails you. We don’t know for certain what CBD can cure, but early findings offer some clues. It is an anti-inflammatory that has also been shown to decrease skin oil production. It penetrates into the skin and works on a cellular level as do most growth factors. Therefore, it has the potential to improve the health of the skin by treating both the symptoms and the cause. Presently, CBD containing ingredients have not been standardized and although the science is promising it still has a way to go. Despite this, the skin-care market has raced ahead and made promises beyond what we presently know for sure. It has the potential to improve the overall skin barrier function and fits well as a part of a shift toward more natural beauty and wellness products.

Personalized Skin Care

Advances in technology make it easier to deliver more personalized skin care products. Presently, the customization is generally limited to quizzes that ask about the skin type and preferences of the consumer which may not be enough to be reliable or make a difference. However, the current technology is in its infancy and is not yet able to deliver on the promise of true customization.

Products with personalized formulations are going to be a huge success when they are formulated based on genetics, hormonal changes and personal biometric data. Presently, it makes more sense to research ingredients that are science backed and provide nutrients that the skin needs regardless of skin type. For example, if you’re concerned about wrinkles and want anti-aging, use formulas that contain a stable form of  vitamin C,‌  such as ascorbyl phosphate, hyaluronic acid, hydrolyzed collagen and niacinamide. Those with rough, reddened and flaking skin can select ingredients with anti-inflammatories, anti-oxidants and growth factors. If you suffer from acne you should consider products full of anti-inflammatories, antimicrobials and any future products with CBD. Likewise, you can purchase products that already have most, if not all of these ingredients in a single formulation.

Non Invasive Aesthetics

Non-invasive or minimally invasive aesthetics such as botox, lip filler, microneedling and platelet-rich-plasma therapy are projected to become more popular and more available. They are safe, noninvasive, and effective. Younger consumers are very aware of all of these procedures, and consider them a part of grooming. Although they may not exhibit the signs of aging yet, they are more concerned with holding them back before they start. Brands have been educating young consumers about the importance of Healthy Skin from an early age and many started to buy their own skincare products at a young age.

Efficiency Of E-Commerce

Technology continues to have an important impact on the skincare industry because of innovation and continual introduction of new ingredients. In addition, technology has reshaped our way of shopping so it can be done with ease and convenience. The onset and evolution of e-commerce and social media has added many dimensions to the shopping experience. Extensive online research is possible and frequently essential before a purchase of a skincare product.

Consumer trends continue to reflect the importance of third-party testimonials and comments regarding the product experience. This may be because most know that company advertising only provides the positive side of any product. Customer experience through the use of diagnostic tools and digital apps that provide feedback increases customer interaction and is also gaining momentum. In addition, easier payments and prompt delivery reinforce the immediate gratification and excitement of getting a new product that you just can’t wait to use.

Younger consumers compared with other age groups, prefer online shopping with changing demand, diversified brand preference and a focus on both high-end and affordable brands.

Another apparent consumer trend is the addition of more steps to the daily skincare routine or use of a product that combines a multi-step treatment. In addition to a facial cleanser and a moisturizing cream, they frequently use a toner, an eye cream, and a serum. An additional 70-80 percent also use a makeup remover, mask and sun protection cream daily, which leads to an average of six to seven products in their daily skincare routines. The evolution in the use of multiple products with different benefits is an expanding practice and a continual progression with each succeeding generation using more skincare products at an earlier age.(7.)

Summary

Regardless, if COVID-19 vanishes or is here to stay, human behavior once established is prone to persist. The current trends of advancing technology and extension of electronic cyberspace interaction are likely to continue, although the personal contact may be reduced. New ingredients and innovative ways for their use will continue into the future as they have done in the past. To take advantage of the value that the marketplace offers, the modern consumer is well advised to self-educate to be able to tell what can be truly effective and not fall for the latest marketing promotion.

References

  1. Gerstell E, Marchessou S, Schmidt J, and Spagnuolo E. How Covid-19 is changing the world of beauty. www.mckinsey.com, May 5, 2020.
  2. Meyer S. Understanding the COVID-19 Effect on Online Shopping Behavior. www.bigcommerce.com/blog
  3. Investigation: “Pandemic Pantries” Pressure Supply Chain Amid Covid-19 Fears. CPG, FMCG & Retail. 03-02-2020. www.Nielsen.com.
  4. Dinozo C. Survey: How is COVID-19 Changing Consumer & eCommerce Trends? March 24th, 2020. www.yotopo.com
  5. Baumann J. Sustainable Beauty Trends. March 13, 2019. www.eco18.com.
  6. Schmidt S. 5 Key Trends to Watch in the Beauty Market in 2020. January 27, 2020. Market Research Blog.
  7. Kunst A. Frequency of makeup use among U.S. consumers 2017, by age. Dec 20, 2019. www.statista.com.
Dr. George Sadowski MD, founder of NB Natural
Dr. George Sadowski MD, founder of NB Natural

Dr. George Sadowski MD, founder of NB Natural, Surgeon and Chief Medical Officer, created NB on the belief that a clear, healthy complexion is within the reach of everyone. With specialized training in molecular biology and biochemistry, Dr. Sadowski developed a comprehensive skincare solution dedicated to the science behind healthy, beautiful skin.
 





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