COVID-19 and conscious beauty: Emerging trend will get a boost in the aftermath of pandemic
By Amanda Lim
15-Apr-2020 - Last updated on 15-Apr-2020 at 01:29 GMT
The market is set to see a boom in conscious beauty, with one firm believing that the novel coronavirus (COVID-19) will have a clear and lasting impact on the emerging trend.
DSM has identified conscious beauty as one of the major trends in the market, with Fabrice Guillemard, lead marketing manager, personal care & aroma ingredients, APAC, defining it as consumers making smart choices in their beauty and personal care products.
“In today’s digital and information-savvy world where so many misleading, contradictory or not scientifically proven information is available, it becomes a challenge to know what and who you can trust and where to find the real truth.”
He added that the firm sees conscious beauty as the combination of two key trends: good beauty and healthy beauty.
“Good beauty is driven by a desired for more authentic and socially responsible way of living and consuming and whereas healthy beauty is about ready access to information enables people to set their own personal health goals. We saw the aspect of these trends merge into conscious beauty.”
In light of the COVID-19 pandemic, Guillemard believes beauty consumers will gravitate towards the principles of the conscious beauty trend.
“I reckon that it will have a big impact. The consumers will be more and more sensitive towards information. Also, there are media reports to inform consumers about fake news. Countries are stepping up to stamp out fake information which can mislead the consumers,”
Conscious beauty here to stay
The firm believes that the trend will continue to grow as consumer have almost instantaneous access to information right at their fingertips.
“With digital technology, access to information is so convenient. The consumer now can Google a particular ingredient on the product before they purchase it,” said Guillemard.
This is particularly prevalent in Asia where mobile phone and social media usage is very high.
“In Asia, almost everyone holds a phone and they are like a walking encyclopaedia if you need to check or verify anything. Social media also plays an important role, information is shared among friends with a click and it pushes information right into the consumer’s face,” said Guillemard.
He added that broader environmental, health, and societal concerns are playing a growing role the consumer’s decision-making process, and in turn will continue to push the trend forward.
“People still want high quality cosmetic products that work, but increasingly they want to feel good about the choices they make as well as their looks.”
Guillemard highlighted that ingredient suppliers like DSM have an important role to play to meet consumer demand for conscious beauty products.
“We are committed to developing meaningful solutions to the complex questions we face as an industry.”
For instance, the firm has developed the Farm to Face program to provide customers and consumers reassurance that its Alpaflor range have been produced sustainably and in line with the highest ethical principles.
Guillemard revealed that the firm will be launching new products soon in collaboration with French chemical company Metex NØØvista.
Together they have developed TILAMAR® PDO with NØØVISTA, a 100% bio-sourced propanediol derived from non-GMO and palm oil-free feedstocks.
Additionally, providing transparent information about its ingredients while facilitating discussion in order to encourage conversation and new notions about personal care products.
The company also shares information on its Facebook page to in bid to educate and raise awareness among consumers, said Guillemard.
“The shared information is back-up with research and are educational for the consumers. They have the right to know what is in their skin or sun care formulation. We believe in empowering customers and consumers to think differently and choose wisely in order to make smart choices.”