Common drugstore brands are incorporating retinol into body care products
Trend - Widely available, affordable personal care brands are now incorporating retinol into the new body care products--ranging from body washes to lotions. While body care with "active" ingredients was once more specific to luxury cosmetic brands, consumer demand in this space has resulted in large brands making these products more accessible to the average consumer.
Insight - Consumers' expanding knowledge of skincare has resulted in a higher demand for "active" ingredients in products, and this has extended to the body care space. This shift is no longer specific to luxury cosmetics, with more drugstore brands offering these ingredients in similarly novel formulations or products. As personal care continues to be an important part of customers' routines, brands that prioritize affordable but effective ingredients will reach more consumers.
Insight - Consumers' expanding knowledge of skincare has resulted in a higher demand for "active" ingredients in products, and this has extended to the body care space. This shift is no longer specific to luxury cosmetics, with more drugstore brands offering these ingredients in similarly novel formulations or products. As personal care continues to be an important part of customers' routines, brands that prioritize affordable but effective ingredients will reach more consumers.
Workshop Question - How could your brand better balance low costs to appeal to more consumers?
Trend Themes
1. Active Ingredient Body Care - Consumer demand for active ingredients in skincare products has extended to body care, resulting in personal care brands incorporating ingredients like retinol into body lotions and washes.
2. Affordable Premium Body Care - Premium ingredients are being used in affordable self-care cosmetics as personal care continues to be an essential aspect of customers' routines.
3. Free-from Formulations - Gold Bond's new products without phthalates, dyes, and parabens demonstrate the demand for free-from formulations in personal care products.
Industry Implications
1. Personal Care - The personal care industry should prioritize affordable but effective ingredients in formulations as consumers demand active ingredients in more accessible products.
2. Skincare - Skincare-inspired approaches to total body care represent an opportunity for cosmetic brands to appeal to consumers seeking versatile and comprehensive self-care solutions.
3. Sustainability - Packaging innovations like using post-consumer recycled plastic will help to reduce environmental impacts of beauty and personal care products.
