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The Importance of Efficacy in Cosmeceutical Beauty
By: Abby Penning
Posted: November 1, 2011, from the November 2011 issue of GCI Magazine.
- Cosmeceutical products appeal to a wide range of consumers, from baby boomers to teens, as a way to obtain and maintain young-looking skin.
- Ingredient innovations in today’s cosmeceuticals include antioxidants, peptides and growth hormones that work to mimic the body’s own composition in repairing cell damage and vitality loss.
- Making sure consumers are able to perceive the benefit of a cosmeceutical product is important in cosmeceutical marketing.
As consumers continue to seek out the most effective beauty products, particularly in light of an economy that has many still carefully counting their dollars, cosmeceutical products are maintaining a strong, significant presence in the beauty marketplace. Often billed as products with a medical and/or pharmaceutical aspect, cosmeceuticals seek to correct problems beyond the skin’s surface and remain a growing segment in terms of attracting the world’s aging population of consumers.
Peter Foltis, director of scientific affairs, skin care, L’Oréal USA, explains, “The target market for these products includes nearly all consumers, although they may be more specifically targeted for those who do get in-office [dermatological] procedures. The beauty of these products is that they can be used as adjuncts to some prescriptions or alone. One of the approaches we take is to look at in-office dermatological procedures and conditions. Then, we determine how we could prolong the benefits of the procedures.”
“We see this market, beside the trend for natural products, as the fastest-growing market segment in skin care,” says Mathias Gempeler, global marketing manager, skin care, DSM. “The main driver behind this is the consumer and the wish for vital aging.
Consumers today expect value for their money. This is a clear trend, especially in the mature markets, driven by the growing segment of baby boomers as well as by a younger generation of people that would like to enjoy beautiful, young-looking skin while aging. This is amplified by the fact that consumers today feel, at a given age, younger than generations before—50 is the new 40. In a perfect situation, you could freeze the moment and keep their skin looking young, beautiful and healthy as long as possible.”