TRENDING TECHNOLOGIES
Beauty routines get a post-pandemic makeover
Melanie Pelican, Micaela Perlada - Givaudan Active Beauty, France
As the Coronavirus pandemic is in its second year, its global impact continues to be profound. For the beauty industry, why and how we shop has changed and the crisis has accelerated many emerging trends. From the toll on skin of hand sanitisers and masks to do-it-yourself salon solutions, from achievable self-care to the realities of working from home, consumers are navigating revised routines and seeking out different products. Holistic wellbeing has taken centre stage and is predicted to remain a priority in the post- Covid world.
Time for a makeover Givaudan’s Strategic Marketing & CMI Division has investigated how purchasing behaviour has been reshaped in this ‘new normal’. The data gathered from this ongoing global consumer research suggests that three new beauty-buying profiles have appeared. By adapting to these evolving consumer priorities and relying on solutions already available in Givaudan’s portfolio, brands can continue to meet consumers’ needs and drive positive change, both online and in-store. “The main purpose of our Covid-19 Global
Study was to support beauty brands during this turbulent time – not only by continuing to provide best-in-class active ingredients, but also by sharing innovative concept ideas to cater to consumers’ long- and short-term post-pandemic needs. Our research has given us a much deeper insight into people’s changing lifestyles, attitudes, habits and beauty product usage, helping us to inspire our customers to keep innovating.” Micaela Perlada, regional marketing manager (APAC), Givaudan Active Beauty
Simple pleasures Before 2020, consumers were already looking for efficient solutions to fit their busy lifestyles. But when COVID-19 hit, they doubled down, and the Simple Minimalist trend emerged. Staying at home has certainly prompted a shift from daily makeup routines to indulging yourself; from concealing flaws to rejuvenating skin care. Stuck inside, customers are shutting the door on the elaborate rituals that dominated the art of ‘getting ready’. Instead, they now favour uncomplicated products, offering wide-ranging and long-lasting results. It seems, as we shine online, we are looking for clear-cut and effective skin care and makeup.
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In short, we want to achieve more, with less. Easy-to-use, multipurpose products are
the answer. By reinventing the concept of routine, old habits can be revitalised. Plus, brands can offer more to this new crowd of Simple Minimalists by prioritising health and hygiene benefits. Givaudan’s Silkgel exemplifies this value-added ‘less is more’ approach. Produced by biotechnology, the biomimetic silk was created to be natural silk twin for skin and hair care. Produced by means of fermentation using plant starch as natural source of energy, Silkgel has many hair care benefits. Innovative and high-performing, it repairs, but also protects hair from pollution, ensures a perfect long-lasting colour due to its film forming properties and has a significant protective effect against the negative impacts of hair dyeing. In addition, it can be used in a heat protection spray to protect the hair from thermal damage after using a straightener. Even hair that is already thermally damaged can be repaired by up to +72% with the application of Silkgel. Due to its protective
properties, the active also has an anti- pollution effect and facilitates the removal of carbon particles on the hair fibres during hair rinsing and washing. Silkgel at 4% enables the removal of 71% of PM2.5 (atmospheric particulate matter (PM) that have a diameter of less than 2.5 micrometers) after a simple water rinse and at 2% enables the removal of 83% of PM2.5 after a shampoo rinse. As a multifunctional product, it nourishes
the hair and improves smoothness, but is also acting on skincare. Due to its film-forming properties (“second-skin“ effect), Silkgel is able to protect the skin from irritating compounds such as Sodium hydroxide or Sodium dodecyl sulfate. As result, the redness is visibly reduced because the skin is less irritated.
A fresh take on natural beauty A second consumer type, spotlighted by Givaudan Active Beauty, is Sustainable Natural. The pre-pandemic movement towards clean beauty has been fast-tracked. Organic, vegan,
July 2021 PERSONAL CARE
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