The search for optimized routines and new benefits and textures
The interest in multi-use products and hybrid products has grown, in particular make-up products with skincare benefits (skinification), but at the same time the average number of products used has also grown, a sign of a more demanding consumer in search of effectiveness. and practicality. At the same time, there is a noticeable increase in the search for deeper and more experienced benefits. In Italy, for example, we see greater growth in the use of cleansing or treatment masks, both in fabric and cream, hair masks, but also deodorant wipes and scrubs for deep cleansing, and more sensory, light and scented.
An increasingly natural, safe, clean beauty and more confidence in the dermatologist
There is a greater awareness of the environment and clean beauty, which is expressed on the one hand in the preference for natural, organic and environmentally friendly products; on the other hand, in the increase of home remedies for all parts of the body (hair, face, body) and in the use of more “pure” products, such as solid shampoo. Another important issue is the transversal increase in European countries (apart from the United Kingdom) in the use of sun protection and after-sun products. This is accompanied by a general greater use of face care, make-up, lip and body products that contain SPF, proof of the increased awareness of the need to protect oneself from external aggressions: not only pollution, but also heat and blue light. And indeed, among the most recognized enemies of beauty among European women we find pollution and the sun. So sun protection, even within care and make-up products, and protection from pollution and external agents are the new must-haves in beauty.
Finally, the last element that strongly emerges is the relevance of dermatological expertise: more and more women go to the dermatologist (in Italy they are 26%), and more and more women, especially in Italy and Spain, prefer products recommended by the dermatologist. Another interesting fact is the increase in the use of both care and cleansing products specific for sensitive skin. And in fact, across countries, there was an increase in the sensitivity of the skin of the face and body and of the scalp. And also in this area the impacts of the Covid emergency have to do with it, such as the skin of the hands that is drier due to the continuous use of sanitizing gels, or that of the face more impure due to the use of masks.