Mobile devices allow today’s skincare consumers to be highly connected. Information is readily available. It provides consumers with knowledge, making them more and more aware of the strong connections between skin health, appearance and well-being. A trend which is easily visible in the cosmetic market. ‘Dr-brands’, ‘cosmeceuticals’ and ‘dermocosmetics’ are showing tremendous growth. Wearables as well as smart mirrors allow consumers to track their skin health and learn more about their individual skin condition and needs.
The increased understanding of skin, the meaning of skincare and the growing interest in efficacy of cosmetic products are an opportunity for beauty brands to communicate with consumers in a goal-oriented and successful way. The development of high-tech beauty devices using consumer data allows for more customization. On the other hand, consumers are now more skeptical about marketing claims than ever. They can only be convinced by claims backed up by real studies and proven effects.
According to a study from GlobalData in 2018, global consumers are mostly influenced by the impact on health & well-being, customization and trust when they buy a beauty product. Making use of smart technology such as apps, smart mirrors, AI-powered tools and 3D printing, could allow beauty brands to meet these needs in the future. But what does that mean for active ingredients? How can an active ingredient be smart and meet the needs of future beauty products?
To meet the consumers’ demands, origin and benefits of cosmetic ingredients should be understandable and efficacy claims should always be backed by rigorous and relevant scientific studies. The use of highly intelligent, effective, safe and relevant active ingredients are a must. CLR develops active cosmetic ingredients with exactly this in mind. To illustrate our aspiration, we developed the Derma IQ series of extremely smart cosmetic formulations combining highly effective active ingredients with innovative textures and appealing fragrances for goal-oriented products that are proven to work and, at the same time, engage all the senses.
