24 TRENDING TECHNOLOGIES
escapism are the ones that are reminiscent of the sea such as marine and aqueous notes or sea salts, but also tropical fruits such as mango, coconut water, pineapple or passion fruit. When trying to reproduce the feeling of the sun on one’s skin, they often use a solar accord, which is a combination of white flowers such as tuberose, ylang-ylang or frangipani, with notes of coconut or vanilla. For most people nostalgia is another
comforting feeling that can be considered escapism. People like to find in their personal care products familiar scents they grew up with. These scents naturally differ from one culture to another. It could be the scent of a lavender field in France or a fresh cologne combining orange blossom and citruses for Spanish consumers. We have identified an opportunity in using
playful textures that can provide a pleasant experience. Textures that warm to the touch, liquid-to-foam, water-activated powders or colour-changing formulas can meet the consumer´s need for experimentation and escapism.
Aromatherapy Most people seek a deeper meaning in every aspect of life. As life has become more stressful, it is important to find simple ways to de-stress and rebalance. Thinking beyond simple claims like “cleansing” and “hydrating” gives brands the opportunity to connect with consumers who want something more. As consumers look for ways to manage their emotional wellbeing, personal care brands are developing products that bring positive sensations, such as improving sleep, combating stress or feeling energised. The wellness space has historically been
dominated by upmarket brands, but the desire to incorporate wellness routines is crossing demographic borders. Mass-market brands are using aromatherapy claims in shower gels, body washes, shampoos and even deodorants. To meet our client needs, our teams have
recently launched a new aromatherapy collection of shower gels highlighting natural ingredient benefits. The collection was developed by three of our perfumers and brings together their creativity with our ingredient’s palette of naturals and synthetic molecules to reinforce emotional benefits and bring some optimism to 2021. When it comes to ingredients: aromatic herbs such as eucalyptus, peppermint, rosemary, but also lavender, chamomile and ylang-ylang are often used in products that claim “destress,” “relax” or “sleep well.” While citruses such as grapefruit, lemon or mandarin are highlighted in products promoting positive sensations such as “energising,” “feel good” and “optimism.”
Sustainability Experts warn that the current COVID-19 crisis will reinforce the growing concerns relating to sustainability. Environmental issues, such as plastic waste, have taken a backseat to health and hygiene during the viral pandemic; however, as concerns about the pandemic ease, sustainability will become a priority to consumers. The need for products that have a less harmful impact on the planet is already being felt.
PERSONAL CARE June 2021
free from formulas As consumers become more and more concerned about health and wellness, they seek to apply only products they perceive as qualitative on their body and hair. Plant-based options are the craze when it
comes to what we eat, and the beauty world is no different. Clean and sustainably-harvested ingredients are no longer a trend; they are a requirement. Personal care brands provide natural
alternatives that are just as effective as silicones and other synthetic chemicals. We have identified an opportunity in developing vegan and free from formulas in hair and body care products.
Waterless Recently, products without water have proliferated to offer more sustainable options to personal care consumers. Concerns over water scarcity are the driver behind this product innovation. But how can one reduce water consumption
in terms of product formulation? We have asked Myriam Terés, Fragrance Applications Manager at Eurofragance: “We can reduce water consumption by creating anhydrous products with no water or highly concentrated products, which ultimately means using less water as a filler. So waterless beauty can come in a variety of forms including powders, solid or concentrated oils and can be incorporated within toiletries, skin care and hair care products.”
“Regarding an individual consumer’s water
consumption, we can create formulations without rinse such as dry shampoos and/or with less rinse for example a shower gel in a pump foam format,” she adds.
Blue is the new green Blue beauty refers to ocean-friendly but not exclusively. Blue beauty brands also aim to have a net positive impact on the environment. If green beauty is about using clean and sustainable ingredients, then blue beauty is about looking to reduce water waste and addressing the impact packaging has on our oceans in terms of pollution. Blue beauty brands are particularly
committed to the rehabilitation and protection of our oceans. This can be met through the use of biodegradable or recyclable packaging, banning harmful chemicals that contribute to the degradation of marine life or through concrete actions such as organising beach clean-up events.
Zero-waste Consumers are looking to cut down on the unnecessary waste they produce. New eco- packaging solutions are stepping forward. Refill systems have hit the personal care
market. Companies are moving beyond in-store refill systems to at-home delivery scheme that even bring your favourite products to your home. Plastics are replaced with environmentally-
friendly materials, including botanical papers produced from plant waste. We have seen that brands use seed paper, an eco-friendly paper embedded with seeds, that you can plant yourself to grow a new life. Brands are starting to “think outside the
bottle.” Indeed, solid formats are on the rise among premium and mass-market brands from body lotions, to facial cleansers or hair conditioners. Soap and shampoo bars are also starting
to replace plastic bottles in our bathrooms, reducing CO2
emission and the use of fossil
fuels and water, bearing in mind that 80% of the composition of a standard shampoo is
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