COSMETICS & PERSONAL CARE
‣ driving a shift to minimalism in beauty routines and formulations . Concentrated products that address multiple concerns in one bottle and take ‘ skinimalism ’ to the extreme are replacing multi-step routines . These products are taking the guesswork out of application , thus saving time , money and the planet . Innovation opportunities for formulators from the beauty of simplicity comprise :
• Harnessing hero ingredients in formulations for leave-on and rinse-off products in all skincare categories
• Selecting ingredients that perform multiple functions , which makes for a more sustainable product while saving money
• Developing multi-functional , results-driven final products
• Leveraging the power of artificial intelligence and analytics to optimise formulations to provide the best outcome with the least number of products
Evolved conscious beauty
From conscious beauty , defined as an integrated understanding of consumers ’ needs and the environment around them , to a new consciousness that focuses on purpose more than profit , consumers want a holistic approach to sustainability that encompasses social , environmental and economic value . For example , they are looking for brands that consider the specificities of all skin and hair types , along with every ethnicity , gender and age , to develop products that go beyond profit and overcome advertised beauty standards . Caring for all also extends to the environment . As well as transparency into the sustainability of ingredients in their products , shoppers want evidence that a beauty brand is making environmentally beneficial decisions in all areas of its supply chain . Opportunities here include :
• Using ingredients that offer high efficacy , sensory and stability at a lower dosage
• Trying ingredients that are derived from nature , reduce lifecycle environmental impact and are third-party certified
• Formulating with ingredients that support fair trade and promote a social impact
• Testing formulations on different skin and hair types , genders and ages
• Challenging beauty standards by innovating the way product claims are communicated
Outlook
Whether trying to innovate in each of these four areas simultaneously or beginning with only one , each trend comes back to the question of , ‘ What value does this provide to me and others ?’ If consumers cannot clearly see this value , they are likely to pass on a product . For long-term success , formulators will need to understand these shifts and be able to answer this question for every ingredient and product they bring to market . •
Lubrizol seeks to enhance beauty by combining science with cosmetics
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Paola Pérez
STRATEGIC MARKETING MANAGER - GLOBAL B2C
LUBRIZOL LIFE SCIENCE - BEAUTY paola . perez @ lubrizol . com www . lubrizol . com / personal-care
40 SPECIALITY CHEMICALS MAGAZINE ESTABLISHED 1981