INTERVIEW
with arthritis can easily unscrew. Also, all their pencils have a flat side so they do not roll away while trying to do makeup. Earlier this year, L’Oréal’s Lancôme brand
came out with a motorised lipstick applicator for people with limited arm and wrist mobility. Right now it’s only for Lancôme lipsticks but the idea is that particular technology will be extended to other L’Oréal brands. Accessibility is something you’ll see more and more brands touching as there is such an untapped market.
TP: Is accessibility just about packaging or could it extend to ingredients too? AW: Right now, it’s focused on cosmetic packaging and make-up application apps. Estée Lauder has a phone app to help the visually impaired apply and correct their makeup. It gives directions while looking at your camera on your phone, so you’re not reliant on another person for their opinion. It makes people more independent. From an ingredient standpoint, yes, there’s a
lot that can be done. An example is hair care. I was talking to one of our suppliers who has a leg disability that affects her back and her arms. She can’t hold her hands up to dry her hair anymore. We could have hair products that would help
her dry her hair faster. We could look at adding different types of silicone-based ingredients that could achieve it.
TP: Speaking of hair care, what are you seeing that’s hot right now? AW: Textured hair care. Big beauty is starting to address textured hair by either purchasing indie brands or trying to build their own brands within the brand. More people have textured hair. We’re now seeing type 3 and 4 hair in quantities that you really didn’t see before. Nobody has the same hair, there are no two heads that are identical, even on twins. As an industry, we have to keep that in mind.
I think brands need to tap into that, they need to offer more products because there aren’t enough solutions on the market that are working for everyone. But they also need to have a good price
point. Textured hair products have always been a luxury. They are not cheap; they’ve never been cheap. There is an opportunity to democratise and create textured hair care formulations that are just as good but at a lower price point.
TP:We have been covering menopausal beauty more and more in Personal Care Global magazine. Is that here to stay? AW:Menopausal beauty, whether that’s perimenopause, menopause and post-menopause, has been talked about in the mainstream for about two years now, and we’re seeing ever more products. These could be ingestible products or creams that help deal with moisture loss due to, for example, fluctuating hormones. I’m also seeing a lot of hair care products.
These could be for women with a dry scalp, or potentially losing hair, due to menopause. This could be something to help counterbalance that, like scalp treatments to help fortify the hair. There’s a huge window of opportunity for brands who want to get into this space. But they
www.personalcaremagazine.com September 2023 PERSONAL CARE
17
“There is an opportunity to democratise and create textured hair care formulations that are just as good but at a lower
price point” Arnita Wofford, global marketing and technical director for beauty & personal care, Univar Solutions
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