It’s the era of embracing your skin and making it healthier. Recently, ‘Farm to Face’ organic skin care line was introduced but Mark Veeder who happens to be a co-founder of Farmacy. The objective behind launching it was only this: it was first one of a kind sunscreen to block harmful rays penetrating and destroying the skin. Furthermore, it also provided protection against threatening pollutants hanging around the air and destroying the environment.
It’s a positive paradigm shift.
The pollutants are omnipresent, be it in the form of cigarette smoke or cake fumes or just dust. It’s the flipside of the past campaigns that fashionable beauty brands used to run. Branding the anti-aging products to the target market was the priority. In every expert view wrinkle prevention was the most important thing to the users.
However times are changing.
We are living in the world where newspapers are filled with awareness about climate change and air pollutants. According to a study published in the journal Clinical Cosmetology Investigative Dermatology in 2013, sun’s UV rays are responsible for approximately 80 percent of visible facial ageing signs, including wrinkles, hyperpigmentation and loss in skin elasticity. The idea of branding anti-aging might have worked for the old generation but the consumer of today’s world is much more aware and concerned.
Businesses revolve around one thing, that’s customers and they are changing…
Hence the businesses have altered their strategies too.
Marketer’s now believe that the new customer base, who are young and more energetic, care more about the environmental pollutants and their effect on the skin and life on planet in general. To them skin health is of utmost value. Aging is a concern to them too but it comes later. In order to attract that target market the beauty products just had to change their ways.
For the new beauty marketers, anti-pollution has become the new anti-aging. Although there is a speculation that ordinary beauty products might continue the domination in the market but the new environmental friendly products are taking the market by storm.
A quick search for the word ‘pollution’ on Sephora.com generates about 300 results. This depicts the shift of businesses towards the new trend. Sephora has a lot of products when it comes to battling pollution: RENs Pollution Proof Kit, Murads City Overnight Detox Moisturizer, Ultra Beauty, Leaders 7 Wonders Amazonian Acai Anti-Pollution Mask, Shiseido Urban Environment UV Broad Spectrum Protection and much much more.
Trend of manufacturing anti-pollution beauty products is on rise because customer demands it. American Academy of Dermatology found that 42.6 percent of American women regularly use sunscreen on their face every day. This shows the level of concern of the users when it comes to harmful elements present within the environment. In only one year, major brands including Kiehl, Dior and Sunday Riley have inclined their businesses towards this concern and introduced anti-pollution product collections i.e. scrubs, mists, creams, lotions, masks.
Furthermore, packaging of the beauty products is also being changed. Rather than showing how the product removes wrinkles the product ingredients are highlighted which are good at combating environmental threats. This is going to cultivate the level of trust and loyalty of the customer and help the businesses grow in the long run.
What’s going to sell more, anti-aging or anti-pollution?
It’s definitely the later. Because along with protecting the skin from environmental hazards the secondary benefit attached to it is anti-aging and it’s definitely not hidden to the eye of the user. Plus the prevention of UV light is going to aid in warding off wrinkles too. Recent studies have shown how rays and lights are major contributors to skin damage and facilitate in creating visible signs of aging. A study conducted recently also proved that HEV (High Energy Visible) light pollution causes even more damage than the UV light to the skin.
In a nutshell, Organic Skin Care is not only in fashion but it’s a better option too and businesses all around the world are altering their strategies to facilitate from it.