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Biomimetics present beauty brands with a great opportunity

By Andrew McDougall+

27-Jun-2014
Last updated on 27-Jun-2014 at 12:28 GMT

The opportunities in product development that biomimetics offer are exciting, but beauty brands also have to know how to talk to their customers about how these ingredients are helping to better their beauty products.

Consumers are becoming more informed of their cosmetics products and are also interested in innovation, novelty, value for money and efficacy assurance. Biomimetic actives fulfil such desires, therefore brands have to make sure they communicate this to them.

As the global cosmetic industry is moving toward pharma-like behavior to ensure better safety and efficacy of skin care products, the concept of biomimetics has been rapidly adopted.

Biomimetic ingredients are a novel concept in the beauty industry, and there are many ingredient suppliers backing the technology and it’s potential.

The opportunities in product development that biomimetics offer are exciting, but beauty brands also have to know how to talk to their customers about how these ingredients are helping to better their beauty products.

Perception

Consumer perception of biomimetics is generally positive as they are an efficacious and novel combination of science and nature meaning they can be very appealing in a skin care product.

As these ingredients are delivering substantiated benefits and parallel consumer desires for more product efficacy, these will help to reinforce the brand and product promises of benefits while taking the end consumers’ quest for efficiency to the next level.

Anti-ageing, skin barrier function, and in particular, reversing the ageing process appears to be the land of opportunity for this technology.

Examples

An example provided to CosmeticsDesign-Europe.com by Mintel of a product on the market reaping the rewards, is the Nourish skin care range, developed in the UK, and is described as a natural, anti-ageing skin care range, based on this idea of nature and nurture.

The range of natural skin-enhancing products are said to be formulated with organic, plant derived and scientifically tested ingredients to enhance and nourish the skin in the most effective way.

The Argan & Kale Anti-Ageing Hand Cream contains nutrient-rich argan, bio active enzymes, biomimetic peptides, organic argan & kale oil extract, nourishing organic frankincense, Sicilian neroli and myrrh oil, and is targeted at sensitive, irritated dry hands.

It also features a patent-pending anti-irritation complex, and the 75% organic product is certified by Soil Association Organic; retailing in a pack bearing Facebook and Twitter URL's, encouraging consumer engagement.

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