Health Beauty
Consumers’ general preoccupation with healthier lifestyles and greater demand for problem-solving benefits is prompting many brands to adopt a more health-oriented approach to product positioning and formulations.
“Solution-based features such as scalp-health, hydration, anti-pollution, regeneration, and ‘suitable for sensitive skin’ are becoming more prominent and gaining a wider appeal over beautifying product attributes,” continues Irina.
“Alongside this, the growing penetration of the pharmacy channel, particularly in Europe, and the increasing credibility and accessibility of dermocosmetic brands will further reinforce the need for both mass and premium players to reinvent in the ‘health’ space within beauty.”