Makeup brands adopt anti-pollution claims into their cosmetic products
Trend - The anti-pollution ingredients and claims that have been touted in the skincare space recently has given rise to the same branding techniques being used in makeup products. These cosmetic items offer promises of protection from the pollution that urban dwellers encounter on a daily basis.
Insight - The dense populations of city centers around the world have brought to rise questions from urban dwellers about how living in highly congested areas can affect their health–particularly as the impacts of climate change and pollution have become top-of-mind for many. Thus, consumers take comfort in adopting routines that are curated to protect them in the long-term–an extension of the common "wellness" industry behavior in which consumers prioritize preventative rather than reactive self-care habits.
Insight - The dense populations of city centers around the world have brought to rise questions from urban dwellers about how living in highly congested areas can affect their health–particularly as the impacts of climate change and pollution have become top-of-mind for many. Thus, consumers take comfort in adopting routines that are curated to protect them in the long-term–an extension of the common "wellness" industry behavior in which consumers prioritize preventative rather than reactive self-care habits.
Workshop Question - How could your brand prioritize preventative solutions?
Trend Themes
1. Anti-pollution Cosmetics - The surge of anti-pollution skincare has led to the emergence of makeup products with similar branding techniques such as a promise to provide protection from daily pollution to urban consumers.
2. Multitasking Protective Makeup - The rise of multitasking formulas in makeup products has created value for consumers by not only adding aesthetic quality but also providing skin protection from various environmental stressors particularly in cities full of pollution such as broad-spectrum SPF 50 and antioxidant-rich makeup items.
3. Powdered Sun Protection - The innovation of sun protection as a brush-on powdered product that provides both UVA and UVB protection along with damage-minimizing features from, for instance, Blue HEV light and environmental pollution.
Industry Implications
1. Cosmetics - There is a need for the cosmetics industry to innovate products that protect the skin from environmental stressors such as pollution to cater to the growing demand from consumers.
2. Skincare - Skincare companies and professionals can leverage the anti-pollution trend to create protective products that suit the urban lifestyle while providing nourishment and keeping the skin healthy.
3. Sun Protection - The sun protection industry can benefit from innovation of products that are convenient and provide protection from a broad range of stressors including UVA, UVB, Blue HEV light and pollution.
