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Cover Story: Cosmeceuticals Inject Innovation Into Antiaging

By: Diana Dodson
Posted: April 2, 2008, from the April 2008 issue of GCI Magazine.

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At the same time that antiaging ingredients are becoming more technologically advanced, the popularity of natural and organic cosmetics is also on the rise. The latter trend is arguably the most significant in shaping cosmetics innovation today, and has now inevitably started to impact cosmeceutical formulations as manufacturers look for natural answers to the question of treating aging skin.

Among the natural ingredients that are finding their way into the antiaging market are food and drinks such as chocolate, coffee, wine and rice; botanicals including hibiscus, garden cress and exotic plants harvested from remote locales such as the Amazon; and ingredients used in traditional Eastern medicine. Brands such as Dr. Hauschka, Dr. Brandt and L’Oréal’s Garnier Skin Naturals are just a few examples of antiwrinkle brands that are trying to straddle the divide between science and nature.

Growing Product Scrutiny

With so much innovation going on within the market, keeping the spotlight on facial antiagers and maintaining consumer interest, it is little wonder that new Euromonitor International forecasts point to growth of almost 8% per year 2007–2012, more than twice the predicted gains in the cosmetics and toiletries market overall.

And those figures only include dedicated facial antiagers. It is worth noting that antiaging properties have found their way into other beauty products, too, helping to inject new vitality into sales. Brands in sectors as disparate as color cosmetics, hair care, bath and shower products, oral hygiene and deodorants have begun positioning their products as tools in the fight against aging. There even exists a fragrance, manufactured by the House of Rose, which claims to shave up to six years off the wearer’s looks.

However, going forward, antiaging brands may have to work harder to attract sales. Increasingly, it is how a product’s benefits are communicated rather than how the product’s formulated, that is the key to winning consumers.