HYGIENE


Beauty and hygiene: hope for positive Covid impact?


Charlotte Winterton - Potter & Moore Innovations, UK


The COVID-19 pandemic has been anything but positive. We have been separated from loved ones, isolated at home and have had to postpone joy for well over a year. But this is reason enough to try and make the world a happier, healthier, and more sustainable place wherever the opportunity arises – be that in your home, community or within the industry that you work. And within personal care and beauty there have been so many opportunities to make a positive change as the industry has, due to the pandemic, been in people’s lives more prominently than usual – with the need to sanitise and wash frequently to battle the virus. For a long time, nurses and doctors have


known about the side effects of hand sanitiser from having to wash and sanitise their hands countless times a day. Yes, it is an integral and rapid tool in keeping both key workers and patients protected form infection, bacteria and viruses - but the discomfort many healthcare professionals report is common. Following up with hand cream is a non-negotiable for many to soothe their constantly dry, dehydrated, cracked and sore hands.1


It simply is a cross


many healthcare professionals have had to bear for too long, and it has only gotten worse over the last year. Since the pandemic hit the world in 2020


the general public have also been having to use soaps and sanitisers more often than usual to help battle the virus, following government and World Health Organisation recommendations on helping to stop the spread.2


With this seismic shift in consumer


behaviour, the population at large are now suffering with sore, dry and dehydrated hands too. Children are no exception and have been suffering with this more than most as well. Although schools in some countries did close and start at home learning, governments endeavoured to get kids back to school as soon as possible. But with the requirements for sanitising between the playground and the classroom multiple times a day, parents were reporting that their children’s delicate and sensitive skin was becoming covered in red sores and eczema.3


The British Skin


Foundation has even reported that 56% of all British children are now suffering with skin problems associated with their hands due to frequent hand washing and sanitising.4 With the demand from consumers for sanitiser and soaps, naturally this led to


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a demand for hand creams and lotions too - as the world tried to battle these uncomfortable side effects. Brand Manager of the award-winning beauty e-Commerce brand Creightons, Clare Robertson said: “During the early stages of the pandemic hand washes, soaps, and sanitisers of all types were selling out fast; but what we hadn’t initially predicted was the level of demand for our hand creams and lotions too. Customers were ensuring to put a hand lotion in their basket with every order of sanitiser - or ordering hand lotions in bulk to give back to key workers in need. We reacted fast and put together bundle offers selling hand creams with sanitisers at a discounted price to help – as people were clearly suffering with dry and irritated skin. But being manufacturers here at Creightons too, we realised that there was a problem that needed to be fixed within the category. Hand sanitisers were clearly not working for people effectively enough; even before the global pandemic happened, we all knew that health and social care workers had the same issue with dry hands - and in our mind, this had to change.” And change it did. Creightons’ hygiene


brand Pure Touch started to develop a game-changing product in their research and development lab that was not only going to tackle dry and irritated skin, but also be


ABSTRACT


When the world changes, our priorities change as we face new challenges and a ‘new normal’. One British business (Creightons) shares their story of how they have made the most of a difficult global crisis to help benefit the needs of consumers and make positive change in the world as well as in the beauty and personal care industry.


certified to kill bacteria and viruses as well - in the same way that a sanitiser can. The Hand Sanitiser Cream was then born. This patent pending product is a hydrating hand cream as well as an effective biocide that is proven and certified to kill 99.9% of bacteria and viruses. But unlike a traditional sanitiser, where one


gel fits all, Pure Touch Hand Sanitiser Cream has gone even further to help consumers keep clean and safe while looking after their unique skin concerns within this pandemic. Three variants of the Hand Sanitiser Cream have been created so far. The Original variant for normal skin types, an Intensive variant to help people like key workers who sanitise frequently, and a sensitive version that is free from fragrance, for irritation prone and


September 2021 PERSONAL CARE


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