LIFESTYLE COSMETICS 45


Active lifestyles need fine-tuned formulations


 James Hodgkinson, Lauren Kempen – Surfachem, UK


There are regular news stories circulating about how people need to avoid settling into a sedentary lifestyle in order to prevent serious health conditions such as diabetes, high blood pressure and heart disease. Work environments, technology and transport have all contributed to making it very easy to go through a full day only making a few thousand steps, much fewer than the recommended target of 10,000 (an arbitrary number, but generally regarded as a reasonable goal). In addition, it has been well-publicised that increasing activity benefits mental health as well as physical wellbeing. As a result of this increased awareness, many people are keen to ensure they include regular physical activity in their day- to-day lifestyle, and this needs to fit around busy work and home routines. Figures now suggest that 61% of adults do more than


April 2018


150 minutes of physical activity every week. This figure increases to 75% for 16-24 years olds. When looking at activity levels across men and women, the percentages are very even, with 64% of men and 63% of women active.


How does this relate to personal care? There is a need for personal care products to enable consumers to engage in regular physical activity without it negatively impacting on their skin care and beauty regimes. This is important because in parallel with people’s active lifestyles, social media has increased the pressure on people to look ‘selfie ready’ at all times, so makeup for instance needs to withstand the cycle to work alongside the usual daily wear and tear. To help collate all the various associated


themes within a single concept, the term ‘Active Beauty’ has emerged.


What is Active Beauty? To summarise, Active Beauty covers a range of products that complement an active lifestyle. In this article we will take a look at five sub-sections that together make up Active Beauty:  Convenience  Sweat and wear resistant cosmetics  UV Protection  Anti-pollution  Contribute to overall health and wellbeing


Convenience Active lifestyles are often busy and therefore beauty products aiming for the Active Beauty market need to offer convenience and multifunctionality as a key


PERSONAL CARE EUROPE


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