Exfoliating acids in deodorants become more popular
Trend - Deodorants made for the underarm area are increasingly being infused with low percentages of exfoliating acids. These products aim to keep the skin in the area clear of ingrown hairs and blemishes, as well as lighten any hyperpigmentation that users may have.
Insight - As consumers invest more time and money into facial skincare and increasingly view it as a daily health ritual, they're expanding their expectations beyond the face. Now, the same elevated active ingredients that have become popular in facial skincare are being incorporated into products formulated for the rest of the body.
Insight - As consumers invest more time and money into facial skincare and increasingly view it as a daily health ritual, they're expanding their expectations beyond the face. Now, the same elevated active ingredients that have become popular in facial skincare are being incorporated into products formulated for the rest of the body.
Workshop Question - How could your brand expand its offerings beyond their current function?
Trend Themes
1. Body Skincare Expansion - Consumers are demanding the same active skincare ingredients from their body care products as they do for their facial skincare.
2. All-natural Detoxification - Customers have an affinity for all-natural products, especially those with detoxifying agents such as glycolic acid and charcoal.
3. AHA Serum Deodorants - The use of alpha hydroxy acids (AHAs) like glycolic acid and lactic acid in deodorants to brighten the underarm area is increasing in popularity.
Industry Implications
1. Personal Care Industry - Personal care brands are rising to the challenge of responding to consumer demands in creating effective and innovative products that cater to a wider demographic.
2. Skincare Industry - The multifunctional and active ingredient demands in skincare ingredients are now flowing into other industries, including bodycare.
3. Natural Skincare Industry - The continuing trend of all-natural and clean skincare is pushing the use of natural and plant-based ingredients for personal care products.
