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The body skin care sector has outpaced the greater (and red hot) prestige skin care market, according to Circana dataa for the first nine months of 2023. It’s no wonder, then, that a wide array of brands continue to focus on delivering newness to the category. In this latest of our series of body care reports, we examine three trends highlighted by recent launches.
1. Expert-backed Menopausal Care
A recent U.S. consumer survey found that 91% of women reported being likely or somewhat likely to find targeted products to help with menopauseb. Each day in the United States, 6,000 women enter menopausec, which amounts to 2 million individuals every year. Given current life expectancies, according to the Mayo Clinic, women are now expected to spend 1/3 of their lives in menopause.
At the same time, consumers are increasingly focused on product efficacy and expert-backed brands. To illustrate: according to Minteld data, 39% of U.S. skin care consumers Gen X or older feel it’s important for skin care products to be recommended by a doctor or dermatologist. When it comes to intimate care or menopause-focused solutions, clinical positioning may resonate even more strongly.
DeoDoc is just such a brand. Led by sisters Hedieh Asadi, MD, and Hasti Asadi, DeoDoc is an intimate skin care brand developed in collaboration with Gunvor Ekman Ordeberg, MD, Ph.D., a professor (emeritus) of obstetrics and gynecology at Stockholm’s Karolinska Institutet. The brand was launched initially to address sweating in the intimate area. The resulting Deospray features moisture-absorbing cornstarch is sufficiently gentle and pH-balanced for daily use, per the company.
The brand's Meno Care Oil Wash reportedly addresses vulvar skin dryness and thinning that can result from age-related hormonal shifts. The gentle, hydrating formula is designed to be compatible with the vulva’s natural microbiome and comprises plant-based oils such as avocado and chamomile. Among other SKUs, the brand also offers a silicone-based intimate lubricant that supports vaginal pH balance, a key concern for women of various ages, but particularly for those experiencing menopause.
2. Circular Body Care
“The sustainable model of the future will be increasingly circular,” McKinsey noted in a 2022 report, “meaning the useful value of products and resources will be maintained for as long as possible. This will significantly reduce high-emissions manufacturing, enable sustainable business models, and provide a powerful mechanism for companies to differentiate from their peers.”
While circular concepts—from ingredients to packaging to brands—have increased in recent years, a new launch from Cyklar highlights a holistic model for upstart brands. Cyklar’s debut Body Cream offers lightweight, full-body hydration. The brand reportedly “Edited [the formula] with purpose to maximize your results, and minimize our footprint.”
Featuring a woody, mossy, citrusy scent, the vegan cream features upcycled prebiotic banana flower extract that delivers antioxidants to the skin to hydrate, balance and soothe the skin. It also features niacinamide to support the skin barrier while softening the texture and evening the tone. The inclusion of prickly pear extract supports exfoliation, while a combination of ethylhexyl olivate and squalene provides a pleasant texture, as well as helping to retain moisture and softening the skin.
The Body Cream is housed in a refillable “vessel” featuring “minimalist” branding to ensure the container can find a second life. It can also be recycled in most curbside systems, per the brand. Furthermore, any non-recyclable elements were reportedly developed using PCR materials.
The brand is working with On Repeat to provide refills in compostable packaging. According to Cyklar, the refills feature a compostable/recyclable outer wallet and an inner pouch. The wallet comprises FSC-certified craft board that is printed with vegetable inks. The pouch comprises a bio-polymer flexible film that reportedly breaks down in 32 weeks in a home composting setting. It can also be processed via industrial composting.
3. Boosting Try-before-you-buy
Tinge has updated the formula and packaging for its hero product, The Tinge Tint ($44), a water- and transfer-resistant body makeup. In addition, the brand has made it easier than ever for consumers to discover their ideal shade.
Available in 12 undertone-oriented shades, the 2.0 version is formulated to feature a serum-like texture that offers a quicker dry down time, per the brand, as well as improved water- and transfer-resistance. The formulation delivers long wear, up to 48 hours, per Tinge. Key ingredients include niacinamide and hyaluronic acid. The updated packaging is airless and travel-friendly.
As part of the roll out, the brand is offering shoppers a “try before you buy” offer that allows customers to try out the full-size product for a 10-day period, only paying for what they keep.
“We are always on the lookout for new ways to improve and innovate,” said Kourtney Leigh, Tinge founder and CEO. “Our customer satisfaction and ultimately confidence is driving our commitment to continually offer the most exceptional products in the body category.”
She added, “The idea of bringing an in-store experience to customers from the comfort of their own home unlocks so much potential. Beauty products, particularly body makeup, are extremely personal. It’s top priority for our team that customers have the ability to experience the shade as well as the updated texture and finish on their own terms with no risk.”