The separation between cosmetic, skin and hair categories is dissipating as health and preventative measures are becoming top of mind for consumers. Daily protection from pollution, cosmetic touches in treatment products to heal skin ailments and provide complete abrasion coverage are some examples of preventive measures consumers look for. Some applications that address these claims include general purpose body care, deodorants and body washes which treat rashes (dry skin and heat-induced), hyperpigmentation, irritation, fungi prevention and body acne.
Over half of the US population experience some type of skin irritation.
Why is this category becoming a focus for multi-functionality? Like the trend of BB and CC creams and multifunctional hair and skin care products, consumers are time crunched and need fast solutions. However, they are also more conscious of their health and environment then ever before, and are looking for products to address these concerns as a whole. Offering prevention, treatment and free-from claims in your products allows you to cross into the beauty-health care blurring category.
US sales of medicated skincare is expected to increase 19% through 2019 to reach 1.8 billion.
What are Consumers Looking for in Medicated Skin Care Products?
For US consumers, the most important considerations when selecting medicated skincare products are convenience and sensorial effects. A non-greasy feel is highly desirable, as medicated/OTC products are often associated with heavy, greasy skin feel.
Where to start?
Think of lifestyle marketing to incorporate health conscious, ethnic groups, aging population and sports enthusiasts. Additionally, multi-purpose products that are of natural origin and have clinically tested, allergy tested, steroid-free and prescription-free claims make consumers of all ages more comfortable when purchasing these products. Aside from looking for specific products to treat ailments, consumers are more likely to purchase general skin care with added benefits targeting rashes, acne, hyperpigmentation, irritation, etc.
Wear it Comfortably
As consumers become more technologically advanced, the popularity of wearables has increased and this market is no different with everything from patches that monitor sun exposure to the measurement of TEWL of the skin throughout the day. As OTC moves more from treatment to prevention, monitoring vital signs of the skin is the next logical step.
Head to Toe Coverage
Don’t’ forget about cosmetics and Hair Care. Foundations with protection against the elements or to treat acne, or rosacea for instance are precisely what customers are looking for in a multi-purpose product. With the increased interest in scalp care, and the evolving hair styling changes, products to protect the hair and scalp and skin on the forehead and cheeks also allow for product innovation that is of interest to the multifaceted consumer.
- Boosts microcirculation
- Improves evenness of skin tone
- Rich in Saponosides and flavonoids
- Anti-pollution peptide
- Protects against chemical and particle pollution
- Enhances skin complexion
- Purifies skin
- Facilitates skin cleansing
- Historically used to heal wounds
- Fights against age realted sub-chronic micro-inflammation
- Improves skin firmness
- Protects against oxidative stress
- Improves barrier function
- Boosts the elimination of pigments due to blood leakage such as heme
- Dark circles
- Enhances skin firmness
- Cleansing and purifying
- Treats skin damage (Inga Alba Bark Extract historically used)
- Aids dandruff reduction
- Sebum regulation
- Reduces discomfort such as itching
- 100% renewable resources
- Powdery afte-feel
- Quick absorbing
- Metric Violet S530V, Crystal Mint
- White, Yellow, Red, Black
- Tan Opal, Jade, Emerald
- INCI: Vitis Vinifera (Grape) Seed Oil
- INCI: Hippophae rhamnoides (Sea Buckthorn) fruit oil