Skin and hair care products are touting their multivitamin-based ingredients
Trend - Ingredients like Vitamin C and E have long been popular in cosmetic care products and are typically highlighted in labeling when they're included in formulas–but brands are shifting to better spotlight the "multivitamins" in their products.
Insight - With the term multivitamin perceived by consumers as offering all-encompassing health benefits, its incorporation into skin and hair care establishes both trust and intrigue for self care-minded consumers. Health-conscious consumers bombarded with choice in today's market are looking for more clear-cut solutions to their health needs, and thus simplified branding calling out specific benefits offers that guidance.
Insight - With the term multivitamin perceived by consumers as offering all-encompassing health benefits, its incorporation into skin and hair care establishes both trust and intrigue for self care-minded consumers. Health-conscious consumers bombarded with choice in today's market are looking for more clear-cut solutions to their health needs, and thus simplified branding calling out specific benefits offers that guidance.
Workshop Question - How could your brand take branding inspiration from an adjacent industry?
Trend Themes
1. Multivitamin-based Ingredients in Cosmetics - Consumers perceive multivitamin as having all-encompassing health benefits and appreciate its incorporation into skin and hair care, offering both trust and intrigue for self-care minded consumers.
2. Cosmetic Enhancers - Liquid 'enhancers' or beauty boosters launched by brands such as Glossier and Clarins and shifting toward PÜR's 'Shake & Boost Powder-to-Cream Multivitamin Booster' provide ways to effortlessly amplify the benefits of one's cosmetic or skincare product.
3. Custom Skincare Routines - Brands such as Elemis are launching 'multivitamin skincare boosters' that offer a method for products to meet specific and ever-changing needs of their consumers to help them achieve healthy skin results.
Industry Implications
1. Cosmetic & Skincare Industry - Brands continue to focus on the ever-changing needs of the health-conscious consumers, offering simplified skincare branding calling out specific benefits for guidance.
2. Wellness Industry - Wellness companies such as Hims that offers a monthly hair loss prevention kit, ensuring consumers get the needed vitamins and supplements to promote not only hair health but also promote overall body wellness.
3. Grooming Industry - Cosmetic products such as the Patricks AM1 Anti-Aging moisturizer formulated to absorb quickly into the skin and is free from many skin irritants like essential oils, fragrances, and silicone. This provides an ideal option for individuals looking to enhance their grooming routine.
