66 FORMULATING FOR WELLNESS
Me-mentality The second major driver within the rise of wellness is the emphasis on oneself. With a fresh mindset and focus, the definition of beauty is evolving, and consumers are adopting a holistic approach to their health, wellness and personal care practices. They have adopted a ‘me-mentality’ after spending the last few years prioritising community, public health and safety in the global pandemic. In fact, a report by WGSN states that 51.3%
of UK consumers are prioritising their health more than they did two to three years ago.6
This
has seen them carve out regular me-time and incorporate self-care rituals into their daily life. Even time crunched consumers can make
time for themselves with beauty snacking/flash rituals which offer bitesize moments of self-care through products that have been designed to brighten our day and boost our mood. The ritualistic aspect of beauty snacking can help to provide structured self-reflection as well as moments of mindfulness. Plus, little breaks can help to boost productivity and concentration, a great bonus.
Preferences and personalisation This me-mentality also reflects a growing emphasis on individual preferences, personalisation, and self-expression in the realm of personal care. Consumers are increasingly seeking products that cater to their unique needs, align with their values, and empower their sense of self. A McKinsey report found that 71% of consumers expect personalisation and 76% of those surveyed are more likely to buy from brands that personalise.7 This expectation goes beyond offering
solutions for different skin and hair types. Incorporating life stages or moments, and even mood and emotions, is becoming more popular. The Faace ‘Skincare for all faaces’ collection offers products that help consumers take care of their skin when life gets in the way such as during periods, tiredness, stress, sweat and menopause.8
Figure 2: An illustrative example of a brand that is harnessing the wellness trend (not provided by Croda). Products in Faace's ‘Skincare for all faaces’ range target skin concerns including ‘tired’, ‘dull’ and ‘sweaty’8
Tailored offerings can also inspire consumers
to build new parts of their identity and encourage experimentation, all in the pursuit of better overall wellness. Beauty and personal care brands can help their customers to take centre stage as they navigate through this period of reinvention and refocus.
How the wellness trend is impacting formulation development With an expected annual growth rate of 10% to 2027 for the wellness industry,9
the demand
for wellness-focused personal care and cosmetics continues to grow. Companies and brands are innovating to meet the demand and the evolving needs of consumers. They are formulating products that not only offer performance benefits but also encourage self-care rituals, mindfulness, and sustainable practices.
We know that navigating the complexities
of formulation can be a daunting task, with countless variables to consider. Here, we explain how the growing wellness trend is impacting innovation, from selecting the right sensory to achieving optimal product performance and consumer satisfaction.
Fragrance Once a consumer has picked a product with branding, packaging and claims that appeal to them, they will open the product and release the scent inside. The fragrance used will impact the mood, emotion and feeling created, so it is important to consider your options carefully. Some fragrances such as rose or peppermint
are very polarising and may deter people from choosing to purchase. In contrast, selecting the correct fragrance for your target market can be a big selling point and enhance the wellness effect of the product in use. For example, lavender is well renowned for its relaxation effect so would be perfect for a night-time product, whereas citrus is more energising and uplifting and would be suitable for an early morning shower gel. It is important to remember that fragrance
may not always be suitable. Factors such as application, skin type and consumer association come into play. These areas can influence the strength (usage level) and substantivity of the fragrance used. Another element to consider is that wellness
has increasing appeal across all genders. Rather than adding stereotypically ‘feminine’ floral or fruity fragrances, or ‘masculine’ woody/musky olfactive families, perhaps consider using a more unisex fragrance with green or aquatic notes for a more inclusive product.
Figure 3: Holly Jones, lead applications scientist at Croda PERSONAL CARE September 2023
Sensory How a product looks and feels on your skin/ hair is of utmost importance to a consumer and acceptability of a product often depends on its sensory properties; perceived before,
www.personalcaremagazine.com
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 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105
