Much of the current innovation in antiaging ingredients is coming from an environmentally friendly angle.
“We’re seeing a lot of companies continuing with the trend toward botanical ingredients in personal care products, things like pomegranate or cactus flower extract,” says Kyle Einhorn, vice president of business development with Viachem, Ltd., a specialty chemicals sales and marketing company based in Plano, Texas.
“This also seems to fall in line with the ongoing preference toward incorporating, or at least marketing, green or organic ingredients. In the area of antiaging, five [growing ingredients] we’re seeing are bearberry, acai berry, red tea, argan oil and durian.”
Einhorn sees the rise of antiaging products that tout both inner and outer beauty benefits, as well. “We’re seeing more complementary pairings of internal and external ingredients, which also falls in line with the idea that ingestible ingredients are inherently good for topical use, as well,” he explains. “Consumers seem to have accepted that if it’s okay to ingest an ingredient, then it’s okay—and even better—to put it on your skin.” As an illustrative example, Einhorn offers, “In our marketing of vitamin A products for AGD Nutrition, we have called upon this principle that using a natural, identifiable substance found naturally in foods is often a safe bet for finding ingredients that are actually effective.
“The spectrum of antiaging opportunity seems to be much broader for skin care products because preventive maintenance is such a major theme these days,” says Einhorn. “Take UV protection: It not only encompasses sunscreens, but also extends to facial lotions, liquid cosmetics and face powders. Producers recognize the need consumers have for UV-protective benefits in their skin care products, and as a result, are now regularly incorporating zinc oxides, titanium oxides and benzophenones.” The antiaging benefits of UV protection also factor into an innumerable amount of products, urging sun care and antiaging often into the same category of care.
The presence of label-friendly natural ingredients that offer the antiaging benefits consumers are looking for is really a marketing boon for beauty brands. “What’s fascinating about this trend, in terms of the current antiaging market, is the inherent marketability of the actual ingredients,” Einhorn affirms. “We saw this trend first emerge with antioxidants, but now we have natural and botanical ingredients that are inherently consumer-friendly because of their names. As consumers are reading ingredient labels and actually researching products, they are exhibiting a greater willingness to accept botanical ingredients rather than more chemical-sounding alternatives.”
Of course, ingredients with consumer familiarity and easily recognizable names will likely do nothing for your products and brand if they don’t exhibit any results. “It’s tremendously important to ensure the innovation you’re offering actually matches the benefit you’re promoting,” Einhorn cautions. “While consumers are willing to attach themselves to trends such as botanicals, [brand owners] should be wary of incorporating ingredients with no proven benefit.
“The marketing of an innovative product is tantamount in importance to the actual creation of the innovation,” Einhorn says. “Antiaging innovations are spurred by new research and popular culture. It’s nice for chemists to assume the entire antiaging industry is driven from a laboratory. However, the reality is that unless an ingredient or innovation gains the acceptance of consumers, no matter how effective it is, then it can easily be forgotten and fall in the clearance bin at Walgreens.
“The best way to educate consumers is through a mix of sampling, packaging, product promotions and media,” Einhorn continues. “Word-of-mouth is extremely powerful in the antiaging market, as is the Internet—search engines, online news outlets, blogs and of course, social media. What are people saying about the respective innovation?” However, given the grand scale of the antiaging market, it’s imperative to be specific and precise with all development and marketing initiatives.
Einhorn sees continuing opportunity, saying, “More, more, more—more products, more creative innovations and more applications of those innovations. People are living longer than ever before, and, at all income levels, they’re willing to spend money on products and benefits to look and feel good throughout their lives. Additionally, people are starting to spend on antiaging at a younger age, creating more opportunity in the preventive maintenance category.”
Ultimately, a healthier, more beautiful consumers is the goal of every antiaging ingredient, product and beauty brand.
Excerpted from http://www.gcimagazine.com/marketstrends/segments/antiaging/106771683.html