38 LIFESTYLE COSMETICS
The impact this has had in the beauty industry is for a growth in the desire for ‘instant effect’ cosmetic products that can be applied quickly and have immediately noticeable results, enabling consumers to be confident if an unexpected photo opportunity suddenly arises. For consumer product manufacturers,
YouTube has become one of the most important channels of communication with end users, especially through vloggers. Many of these vloggers have become hugely influential.
City life
The continued movement of people across the world from rural communities to cities has been a major social transformation. Life in an industrialised city brings with it many differences to countryside life, not least the chemical content of urban air. Transport and factory pollution is often trapped by tall buildings, leading to a build-up of toxic particles that can seriously damage respiratory systems and irritate skin. There is increasing evidence that it can also cause skin to prematurely age,2
and over the past
few years a trend for antipollution skin care formulations has developed. But antipollution is only a part of it.
Humidity, air conditioning, stress and grime are all factors that lead to people struggling to maintain healthy skin in cities and contribute to the escalating issue of ‘sensitive skin’. As with many of areas looked at in this article, time is another important aspect to consider. City life is hectic and few people have the luxury of time to engage in an extensive multi-step skin care routine. Product manufacturers have the opportunity to help consumers have healthy, radiant skin despite the rigours and limitations of city life.
Active Beauty With the emergence of fitness trackers, fashion and wellness have moved closer
PERSONAL CARE EUROPE Gender fluidity
Boundaries that used to delineate concepts of ‘male’ and ‘female’ are becoming more and more blurred, and this clearly has implications for the beauty and personal care industry. There has been a real reaction against people being ‘pigeon-holed’, and the movement has been described as ‘the rise of the individual’. New parents are being discouraged from ‘gender stereotyping’ their children with traditional choices of toys and clothing for boys and girls and there have been measures put in place to eliminate ‘harmful gender stereotyping’ in advertisements. The concept boils down to the need for people not to be restricted by what society deems appropriate for them based on their gender. For the personal care industry this potentially opens up a whole range of possibilities, certainly because the modern era has been focused overwhelmingly on female consumers. Men’s grooming has grown steadily as a niche in recent years, but that market still focuses predominantly on traditionally ‘male’ products such as hair styling, shaving products, with some moisturisers too. However, once again the Asian beauty market has taken a step forward with more boundary-pushing concepts for male makeup and this is transferring over to other regions of the world. Gary Thomson
together and it was a logical progression for beauty companies to follow suit. People are combining their fitness routine with their work days and along with the previously discussed rise in social media, this means they are unwilling to allow workouts to wreck their appearance. Makeup needs to be resilient to sweat (especially products such as mascara), movement, as well as UV, while hair care products need to enable users to quickly clean for a swift return to work. This is where dry shampoos have found another niche following their success on the festival circuit.
was the first man to be featured on a makeup advertisement, as one of the faces of L’Oréal’s True Match Foundation campaign, and entire ranges for men are slowly emerging (ASOS and Tom Ford). This is another area where YouTube tutorials are proving to be highly influential, giving consumers ideas, techniques, and most importantly, confidence to try new products out.
Vegan From just a few million vegans in the early 1990s, to 550-950 million worldwide, veganism appears to be on the rise. There are various reasons why people choose a vegan lifestyle, but many of the recent converts are searching for a healthy, animal- friendly and environmentally-friendly way of life.
It is important to remember that veganism is very much a lifestyle concept and not simply about food. This is why vegan cosmetics ranges have become a growing trend3
from various ‘free-from’ claims. There is a certain amount of debate
regarding the use of ingredients that obviously do not cause any harm to animals yet are technically animal-derived in vegan products. For instance, beeswax and lanolin. Most vegans will say that they consume or use no products that are made from or made by animals, so even a product such as beeswax will be out of bounds. As a result ‘Cruelty Free’ label claims are increasing in popularity, and in many ways captures the main thrust of veganism – protecting the wellbeing of animals – but allows for the inclusion of ingredients that can be sourced in an entirely respectful and harm-free manner.
Some major brands are moving away
entirely from animal-derived ingredients, so this is clearly not a small niche trend that will disappear within a year or so, particularly when natural alternatives to animal-derived ingredients become
April 2018
in recent years, following on
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