TRENDING TECHNOLOGIES


Analysing future of personal care


Fanny Meunier - Eurofragrance, Spain


COVID-19 has changed consumers’ priorities and emotional drivers, which affect their purchasing habits. The consequences of quarantine touch many different aspects of their lives including their personal care routine. The pandemic has made paramount the role


of health and hygiene in consumers’ lives, but how is this impacting the personal care category? We will try to answer this question, and we will also assess the impact of fragrances on human emotions, talk about sustainability in personal care and most of all, highlighting the various product developments that are attempting to redefine personal care as we know it.


Spotlight on health & hygiene The antibacterial boom With the current global health situation, consumers now seek beauty and personal care products that can both protect and reassure them. Products featuring hygienic properties are key. We forecast that “antibacterial” claims will continue to rise as consumers associate “antibacterial” with germ and virus removal. Hand sanitiser has obviously become an


everyday essential personal care product. This category has expanded considerably recently, offering a large variety of products with different formats, shapes and textures (foam, spray, aerosol), on-the-go format, premium packaging, etc. As the increased use of sanitisers can cause


dry skin on hands, we have seen the merge of antibacterial and hydrating properties. To meet consumers’ needs and ensure safety, brands put the spotlight on: ■ Moisturising claims: using ingredients with hydrating properties such as glycerin, aloe vera or shea butter. ■ Natural ingredients (tea tree, eucalyptus, lemon, etc) reducing the perception of applying harsh chemicals on one’s skin, while offering cleansing properties that are appealing. ■ Alcohol-free formulations: to limit the dehydrating and dryness effects of alcohol on skin. The big focus on hand hygiene and


disinfection broadly speaking, has led to sanitising innovations beyond hand care. As people develop stronger hygiene behaviours towards their hair, hair sanitisers are entering the market. These hair sprays are non-rinse and appeal to consumers who wish to avoid germs, yet not interested in washing their hair more frequently. At Eurofragance, our marketing team has identified this trend as a real opportunity to respond to people’s concerns toward hygiene.


www.personalcaremagazine.com


Healthy hair through scalp care Consumer´s interest in hair health and scalp care is on the rise. Due to stress and anxiety, more and more people experience issues with their hair and scalp such as dandruff and hair loss. Consumers realise that a healthy scalp is


literally the foundation for healthy hair and that taking care of it must be an essential part of their beauty routine. Hence, it is no wonder that many skin care brands have recently added hair care products to their portfolio. The line between hair care and skin care is


a blurred one. There is clearly an opportunity for hair care brands to invest in the scalp care market.


Microbiome-friendly With consumers placing greater attention on skin and hair health, personal care products that balance and strengthen the skin start to resonate with them. “Good bacteria” such as pre and probiotics


have now been widely used and accepted in skin care and personal care products from cream to hand soap, shower gel or deodorant. As the boundaries between skin and hair care fade, shampoos and hair treatments with pre and probiotics are welcomed in the market.


With more focus on the scalp, there is an opportunity for brands to develop microbiome- friendly formulas to treat hair directly from the roots. As these concepts are relatively new in hair care, it will be important to educate consumers and clearly explain to them the role of these good bacteria and their benefits.


Wellbeing Escapism Reality has become quite hard for most people lately; feelings of sadness, anxiety and anger are now part of their daily lives. These difficult times have led to the rise of Escapism, a trend that has always existed in personal care and has grown considerably during 2020 and that is expected to keep rising in the foreseeable future due to the repercussions of COVID-19 on people´s mental health. Escaping reality appeals to consumers who seek, consciously or unconsciously, ways to remember blissful moments and awaken pleasant feelings. This can be achieved, for instance, by recalling a holiday, a pleasant childhood memory or even by traveling in their minds to a fantastic place they have never been to. Our perfumers explain that the olfactive notes they like to work on to translate the concept of


June 2021 PERSONAL CARE


23


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92