Beauty marketing reprioritizes vitamin C to satisfy science-driven consumers
Implications - A long-praised powerhouse antioxidant, vitamin C has newly taken centerstage as a star ingredient in a time that consumers are becoming more educated around the science of skincare. These new products promise enhanced benefits through stable formulations of the potable vitamin that target new concerns such as pollution and photo-damage. Exemplifying how the evolution of steadfast ingredients plays a large role in the beauty world, this shift also speaks to the fast-evolving and cyclical nature of skincare marketing.
Workshop Question - How can your product reposition elements of its formula that align with new consumer concerns?
Trend Themes
1. Rise of Vitamin C in Skincare - Increasingly educated consumers are looking for more stable formulations of vitamin C to target skincare concerns such as pollution and photo-damage.
2. Clean Beauty - Consumer demand for organic, vegan, and cruelty-free products is driving a shift toward all-natural skincare lines.
3. Portable Skincare Solutions - Convenient, mess-free, and easily transportable stick cleansers and drinkable beauty products are becoming popular among on-the-go consumers.
Industry Implications
1. Skincare Industry - Brands are investing in the development of products with vitamin C-rich formulas to cater to informed consumers looking to address skin concerns such as pollution, photo-damage, and the effects of aging.
2. Clean Beauty Industry - Consumer demand for organic, vegan, and cruelty-free skincare products is driving a shift toward all-natural skincare lines that are free of synthetic and toxic ingredients.
3. Beverage Industry - The development of drinkable supplements such as those offered by Replere caters to the needs of health-conscious consumers looking for convenient sources of antioxidants and other beneficial vitamins and minerals.
