Some 82% of facial skincare users in Brazil agree that they prefer facial skincare products that have natural ingredients in their formula, with no significant demographic differences. However, launches have not been attuned to this demand. Instead, companies seem to be focusing on high performance through new technologies and chemical-based ingredients, rather than the use of innovative botanical ingredients.
Most facial skincare users are not very open to innovations in this category: almost eight in ten (77%) facial skincare users feel that it is better to stick to known products rather than trying out new products. However, women aged 25-34 are less likely to agree with this (at 71%), which shows that they might be more open to experimentation. Innovative botanical ingredients could attract these consumers, since they also meet the general appetite for natural products – and with 85% of this demographic agreeing that they like to seek recommendations from friends, family, or specialists prior to purchasing, their opinion could be vital in encouraging their peers to try out new products.
The use of ingredients in facial skincare products that are already familiar to consumers as food ingredients could also prove successful in appealing to those looking for skincare with a more natural formulation. This approach has already been addressed in Asia, where a number of regional brands use food ingredients. According to the Mintel consumer trend East Meets West, Asia is a growing sphere of cultural influence. Asia is known not only for scientific advances in anti-aging products, but also for natural products, which often include unique ingredients.
Since younger women, aged 16-24, are more likely to use facial skincare products (84% compared to the average of 68%), natural ingredients with attractive packaging could hold appeal for them. Tony Moly and Etude, companies that operate in Asia, have good examples of products with natural ingredients and innovative packaging. Tony Moly’s Latte Art Cappuccino Cream-In Scrub, with caffeine and coffee extracts, is available in packaging that resembles a cappuccino cup, while the company’s Ice Queen Crispy Greentea Pack is available in packaging shaped like an ice cream. In Singapore, Etude launched a facial skincare product in a pack that resembles yogurt pots, with several ingredients containing fruit commonly associated with yogurt (such as apple, raspberry, kiwi and apricot extracts).