68 FORMULATING FOR WELLNESS
negative impact on the environment gives the consumer peace of mind and allows them to indulge in their favourite beauty practices guilt-free.
Inclusivity Wellness products should be inclusive and therefore you should consider how to meet the lifestyle choices of consumers e.g., vegetarian/vegan, Halal, Kosher etc., and whether your brand offering fits with their values. All genders and ages should also
be catered for across the industry and options available for all skin and hair types. There is therefore demand for formulations that cater to an inclusive variety of needs but can be personalised for a specific consumer. The best way to do this is to start
by creating a simple chassis to which additional boosters/actives can be added at varying levels to produce a customised product. For example, different amounts of conditioning ingredients could be added to a simple hair serum base to cater to the needs of various hair types.
Multifunctional/cross-category/ hybrid products Consumer expectations are increasing; they want a product that does it all! However, a wellness routine does not have to be complicated to achieve this. The rise of multifunctional/cross-category/hybrid products offer an effective solution to buying multiple products for different applications. In one product, they can provide simplicity, convenience, versatility, and mindful consumption to incorporate wellness easily and effectively into beauty rituals and help consumers to de-stress and feel good. A CC (colour correcting) cream is a great
example of a cross-category wellness product, combining colour cosmetic, skin care and sun care applications. It is colour correcting and can be used as a primer or moisturiser. Actives can also be added to provide anti-ageing benefits and the addition of UV filters give SPF protection.
This is an example of the ‘sunification’
of skin care where skin care and sun care products blur. Sun care actives are getting more advanced and sun care formulations exist on the market which claim to protect against aggressors such as UVA, UVB, IR-A, HEV, blue light and pollution. An all-in-one product can provide the reassurance that you are getting the broadest protection. ‘Skinification’ of the hair is another term
you may be aware of, treating the scalp as you would the rest of your skin. The category has taken inspiration from skin care, incorporating hero skincare ingredients into shampoos, conditioners, treatments and styling products.
Anti-stress facial serum Here we explain how each of the seven wellness considerations discussed above
PERSONAL CARE September 2023
the state of health of the body and the mind through contact with the energy of trees11
- and
offer skin soothing and reduction of redness and inflammation. Pacifeel™ addresses signs and causes
of sensitive and reactive skin, improving resilience against aggressions, while CBDami™ Oil EC helps to bring comfort to the skin with its soothing, anti- redness and anti-irritant properties. All ingredient claims are backed by data. The combination of actives and wellness features added and considered for this serum make it the perfect anti-stress solution.
Conclusion
The wellness trend has revolutionised the personal care industry, transforming
it into a space where self-care, wellness, and health are of significant importance. By embracing this holistic perspective in personal care innovation, brands can continue to provide the tangible benefits for the skin and hair expected from cosmetic products whilst contributing to consumer wellness.
Figure 6: Anti-stress facial serum. This formulation has a light, cooling sensory which is easily absorbed into the skin. It offers skin soothing and the reduction of redness and inflammation
were used when Holly Jones took on the formulation brief for this anti-stress facial serum (Figure 6). The fragrance chosen for this serum has fresh and aquatic notes so is not targeted towards a specific gender and has a calming aroma. It is included at a low usage level as facial products require a more subtle and less substantive fragrance. It is a light gel-cream which is ivory
in colour and presented in simple pump packaging, which is easy to use and suitable for on-the-go application. It can be used at any time of day for a quick ‘me-moment’. It has a fresh cooling sensory which spreads very well and is easily absorbed into the skin with little residue. It leaves the skin feeling instantly smooth and moisturised. This vegan suitable facial serum has a
natural origin content of at least 98% according to ISO16128. It contains all liquid ingredients so is quick and easy to formulate at room temperature (cold process) saving time and energy. The viscosity and subsequent application
sensory can be altered by adjusting the level of ViscOptima™ SE, a liquid dispersion polymer which acts as an aqueous rheology modifier and emulsion stabiliser or by changing the emollients. This chassis can also be customised/personalised through choice of fragrance and actives. UV filters could be added to this formulation to make it a skin/sun hybrid product. The actives included here have been
chosen to make you look and feel good and are suitable for all skin types. Cosme- Phytami™ Olive Tree and Crodarom Beech meet the sylvotherapy trend - improvement of
PC
References 1. Tatcha. 2022 Tatcha Study on Skincare & Self Care. Harnessing the Skin-Mind Connection: Why Conventional Skincare Isn’t Enough— And What We Can Do About It. 2022. https://
tatchaassets.com/tatcha/docs/The_2022_ Tatcha_Report_on_Skincare_and_Self-Care_ Sp.pdf
2. Euromonitor. Consumer Health in 2022: Priorities, Opportunities and Concerns. 7 June 2022.
https://www.euromonitor.com/ article/consumer_health_in_2022_priorities_ opportunities_and_concerns
3. Mintel. 2023 Global Consumer Trends. 2022.
https://www.mintel.com/consumer-market- news/global-consumer-trends/
4. STADA. STADA Health Report 2022. https://
www.stada.com/media/7197/health- report-2022_final.pdf
5. WGSN. WGSN Trend Curve: Sleep-Time Skincare. 9 March 2021. https://www.wgsn. com/beauty/article/91834
6. WGSN. Brand Strategies: Fragrance. 7 November 2022.
https://www.wgsn.com/ insight/article/94012
7. McKinsey & Company. Next in Personalization 2021.
https://www.mckinsey. com/capabilities/growth-marketing- and-sales/our-insights/the-value-of- getting-personalization-right-or-wrong-is- multiplying
8. Faace.
https://www.wearefaace.com/ 9. McKinsey & Company. The beauty market in 2023: A special State of Fashion report. 22 May 2023.
https://www.mckinsey.com/ industries/retail/our-insights/the-beauty- market-in-2023-a-special-state-of-fashion- report
10. WGSN. Colour Intelligence: Wellness Colours. 2 April 2022.
https://www.wgsn.com/beauty/ article/93010
11. Tara Healing Center. ‘What is Sylvotherapy?’.
http://www.tarahealingcenter.be/en/pages/ sylvotherapie/
what-is-sylvotherapy.html
www.personalcaremagazine.com
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