David Tyrrell
David Tyrrell is Global Skincare Analyst at Mintel. He analyzes consumer skincare needs and behaviors, ingredient and product assessments and competitive insights.

Yoga has been around for over 5,000 years and has become a daily routine for many. However, it seems a new type of yoga is beginning to catch on among those on the hunt for younger-looking skin.

Facial yoga has become more popular recently and a Northwestern University study provides encouraging evidence that daily facial exercises can make the upper and lower cheeks plumper, while dermatologists’ assessments claim that middle-aged women can actually reduce their ‘age-appearance’ by three years. Regular facial exercises can liven up the daily skincare experience while creating a healthier- and younger-looking appearance. For younger consumers, it can be part of a fun, multi-masking experience to share with friends on Instagram – with facial exercises playfully and creatively scripted into the online experience.

Invest in the ‘botox-like’ look

Non-surgical procedures such as botox are becoming an increasing part of younger American women’s repertoire to prevent the onset of lines and wrinkles. The popularity of botox is paralleled by a marked decrease in the more invasive, costly and ‘permanent’ face lift procedures. It’s a growing universal movement, with 11% of Chinese women aged 25-29 having used botox or a spot removal treatment in the six months leading to July 2017. What’s more, six in ten UK women aged 18-34 agree that non-surgical procedures are an increasingly normal part of beauty/grooming routines.

Skincare brands have taken notice of the trend and offer a ‘botox-like look’ without the time, cost and possible complications of receiving a botox injection. In fact, a variety of neuropeptides are being used in anti-aging facial skincare formulas to mimic botox’s effects by blocking muscle contraction by decreasing levels of neurotransmitters, allowing muscles to relax. More neuropeptides and combinations can be promoted by anti-aging facial skincare brands looking to maximize the ‘botox-like’ appearance. The benefits can be further enriched both physically and emotionally by adding facial yoga exercises into a personal skincare routine.

The U.SK Under Skin Anti-Aging Face Up Lift Serum from Brazil is fortified with neuro-relaxing peptides (acetyl hexapeptide-8, pentapeptide-18, palmitoyl hexapeptide-52 or palmitoyl heptapeptide-18) to help relax facial expression and reduce wrinkles.

Patting improves skin

Asian women employ a ‘firm pat’ when applying skincare to the face to enhance the absorption of ingredients into the skin. It’s an integral part of a multi-step facial and is increasingly gaining more fan sin the West. Brands such as Hada Labo (Rhoto Pharmaceutical Company) have incorporated patting into their messaging, noting the importance of warming up skincare formulas by rubbing the product between the palms of your hands, then patting it onto the face (which is considered more gentle than rubbing).

Facial yoga uses repetitive actions that have been shown to improve skin appearance, including helping to remove crow’s feet and fine lines. These ‘fun’ facial contortions, teamed up with skincare actives, are also expected to improve consumers’ moods. As a result, brands have an opportunity to combine these two routines into a fresh, new experience to recharge both the skin and mind, and ultimately enhance the skincare ‘experience.’

*Image from Hada Labo USA