LIFESTYLE COSMETICS 177
Formulations for superfoods and customisable beauty
Elisabeth Dufton, James Hodgkinson – Surfachem, UK
Superfoods and customisable beauty have been two of the key trends over the past year. The concept of superfoods has emerged from consumers’ growing interest in natural ingredients in all areas of the marketplace; food, clothing, as well as cosmetics. There is an understanding now that plants can deliver chemical compounds unmatched by laboratories in their potential benefit to people. The principles of folk medicines across the world have always been based on the restorative power of natural ingredients, and there has been a steady return to these old ways and beliefs. Rather than a remedy to a specific ailment, the trend of superfoods has been something of an antidote to the stresses and strains of modern life. With long working hours, job insecurity and increased family pressures, people naturally feel sluggish and drained. Superfoods have been presented as a quick fix; natural elixirs to restore health with vibrant and sometimes exotic foodstuffs. Nutrient-rich foods suddenly get highlighted for their
benefit to health and wellbeing on social media and then appear everywhere in new, inventive ways in smart independent cafes, and then across multiple chains. According to Mintel, 50% of UK consumers want products containing natural ingredients. This leads to spikes in on-trend ingredients; for instance safflower oil use has increased 20% every year for the past decade. Also, products containing pineapple have doubled in the past two years.
Market examples of superfood products The Elemis Superfood Range is said to be: “Formulated with plant-based, nutrient- dense Superfoods and some with a natural sugar derived prebiotic, new Superfood Skincare System helps to replenish skin with vital hydrating nourishment, for a healthy, outdoor-fresh glow.” The focus on ‘nutrients’, ‘replenish’, ‘vital’, ‘healthy’, ‘outdoor-fresh’ illustrates how this trend harnesses the desire for the restorative power of nature, washing away the polluting and stressful effects of modern life.
The Evolve – Organic Beauty range includes a ‘Superfood Shine Natural Shampoo’ about which the company says: “This natural, organic shampoo has been formulated with natural cleansers from sugar and coconut to gently cleanse scalp and hair without stripping natural oils. The incredible Baobab proteins have been shown to boost shine, strengthen, protect, reduce frizz and tangles as well as boosting softness and smoothness. Organic pomegranate extract rehydrates and protects hair. Also contains soothing organic aloe.” Here the focus is more on the gentle qualities of natural ingredients, along with their protective effect. As we know, there is nothing inherently gentle or protective about natural ingredients, but the perception of this is certainly strong among consumers.
Customisable products Consumers are starting to rebel against the idea that their personal care and cosmetic products have to be ‘one size fits all’.
April 2019
PERSONAL CARE EUROPE
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