Azelaic acid is growing in prominence in the skincare space
Trend - Azelaic acid, an ingredient that's increasingly popular in the skincare space, is beneficial for issues like acne, hyperpigmentation, and rosacea. These benefits coupled with its exfoliant properties enables its effectiveness for people with most skin types–including oily, dry, or combination.
Insight - As consumers' access to information grows, so does their understanding of the ingredients that go into their food and skincare products. Because of the self-taught nature of consumer knowledge today, their approach to making purchase decisions is increasingly turning to straightforward labeling. Thus, brands are increasingly turning to ingredient-focused labeling that increases transparency for consumers who prefer no-frills branding on effective products.
Insight - As consumers' access to information grows, so does their understanding of the ingredients that go into their food and skincare products. Because of the self-taught nature of consumer knowledge today, their approach to making purchase decisions is increasingly turning to straightforward labeling. Thus, brands are increasingly turning to ingredient-focused labeling that increases transparency for consumers who prefer no-frills branding on effective products.
Workshop Question - How could your brand market its most effective ingredients/elements in a way that's straightforward?
Trend Themes
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Ingredient-focused Labeling — As consumers' access to information grows, so does their understanding of the ingredients that go into their food and skincare products, creating a need for ingredient-focused labeling that increases transparency for consumers who prefer no-frills branding on effective products.
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Natural Ingredients — More consumers are seeking natural face skin care products, creating demand for cosmetic brands that leverage natural substances such as pumpkin and pineapple enzymes, green tea extract, aloe leaf juice, and chia seed extra.
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Multifunctional Skincare Products — Consumers' desire for multifunctional wellness and preventative cosmetic solutions pushes cosmetic companies to produce anti-aging and resurfacing azelaic acid products that are safe for all skin types and effective to brighten skin and smoothen skin elongations.
Industry Implications
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Skincare — The skincare industry is gearing towards simple and focused labeling, more nature-derived ingredients, and multifunctional and effective solutions for those looking to maintain a youthful and radiant appearance.
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Cosmetics — As consumers become more ingredient-savvy, cosmetic brands need to keep up with the booming demand for natural or eco-friendly ingredients in their products and avoid including harsh chemicals.
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Retail — Retailers must focus on making available to consumers skincare and cosmetic products with natural ingredients and multifunctional purposes to keep up with the trend towards eco-friendly wellness solutions.
