Hwa Jun Lee
Hwa Jun is a Senior Beauty and Personal Care Analyst at Mintel, based in Seoul.

Today, products that support people with focus, attention and even mood elevation are in demand, especially with mental states inextricably linked to performance at work or otherwise. This is opening up opportunities for the beauty industry to offer solutions that can help consumers better perform.

At in-cos Aisa this year, the Mintel Innovation Zone (booth M50) will shine a spotlight on some of the most innovative beauty and personal care products within the mental performance space looking across three areas: work, rest and play.

Work: Focussed attention

Mental health issues like stress, anxiety and depression are prevalent in Asia-Pacific and can lead to a decrease in focus and attention among consumers. This is resulting in growing demand for products that can help consumers calm and refocus the mind and increase productivity.

S T Aroma Fragrance Supplement Oil for Brain, Japan
This product features a daytime 2:1 blend of rosemary, camphor and lemon oil, and a nighttime 2:1 blend of real AOP lavender oil and sweet orange oil. The product can be used in the living room, office, or bedroom to calm foggy thinking.

The Nue Co Functional Fragrance, USA
Developed using research into the connection between cognitive function and the olfactory system, Functional Fragrance is a unisex eau de parfum spray designed to help the user reset at times of high stress. The product is formulated with psycho-active compounds and claims to reduce stress.

Rest: Mental downtime

According to Mintel research, three in four urban Indonesians say that getting enough sleep contributes to a healthy lifestyle. The link between sleep and performance is creating opportunities for brands across industries to introduce products and solutions related to sleep.

The Good Patch Dream Patch, USA (Source: thegoodpatch.com)
This product is an all-natural transdermal patch meant to be placed on skin.
Designed to help users sleep better at night, it releases ingredients over time for up to 12 hours, allowing the body to absorb only what it needs. The product features high-quality plant extracts and is infused with melatonin, valerian root and hops that help destress, relax and support sleep better.

Disciple Night Shift, UK
Created by London-based psychotherapist Charlotte Ferguson, Disciple’s products are formulated with adaptogens, which helps improve the body’s ability to adapt to stress and rebalance hormones. This product features Neroli oil to help alleviate stress and aid restful sleep; hemp and grapeseed oils to dissolve surface impurities and makeup; and a blend of alpha-hydroxy acids which allow for the removal of dead skin for a smoother skin surface.

Play: Getting into a mood

Mintel Trend ‘Mood to Order’ highlights how consumers are increasingly tuned in to their own emotional well-being and are looking for ways to support and build on this. Mintel research reveals that a whopping four in five urban Chinese females agree that using beauty products makes them feel confident.

This Works Energy Bank Tinted Lips Balm, UK
The Works Energy Bank product range is described as a powerful aromatherapy line designed to maximise the mood-boosting benefits of a good night’s sleep. This lip balm contains a blend of geranium to help re-balance, ylang ylang to restore vitality, and rosemary to stimulate the body and mind, combined with potent natural actives for skincare benefits.

Shiseido Essential Energy Eye Definer, China
Shiseido’s Essential Energy range features vitamin-packed regenerative ashitaba plant and is said to be inspired by neuroscience. The eye definer features ReNeura technology which is said to reawaken the skin’s sensors to enhance its responsiveness to the daily skincare regimen and is specially designed to protect against digital and environmental damage.