The clinical skin care world is constantly changing, adopting new technologies, ingredients, and methodologies to improve their products. Some of the biggest trends we’re currently seeing in the beauty industry include:
- AI-based skin diagnostic tools and handheld devices – AI skin care diagnostic tools can achieve high-level skin assessments faster and more thoroughly than in the past.
- Increased investments activity in R&D activities in an effort to create and produce customized skin care products – These technologies can track incorrect pH levels, skin pollutants, spots, blackheads, hyperpigmentation, acne and other blemishes customized skin care.
- Major companies, including P&G, Unilever, Loreal, Henkel and Amorepacific, working towards adoption of AI-based technologies – These technologies are currently heavily focusing on developing artificial skin models, including 3D pigmented epidermis models, electronic skins, and reconstituted human skin models that facilitate product testing.
These technologies all require thorough testing which likely explains why, in the last five years, over 20% of newly introduced products hitting the market contain clinical testing related claims. Not only do these claims show product approval, but they also instill customer trust. This article explains new opportunities and achievements in the beauty industry and how they are expected to get utilized in the future.
Opportunities
There are numerous skin care market opportunities available and getting developed by major companies around the world. The three most popular directions we are seeing companies take are:
Natural Skin care
Sustainability is a major driving factor for both consumers and manufacturers. Customers are looking to frequent brands that have a cause and are not contributing to the further destruction of the earth. Unfortunately, the beauty care industry has a poor reputation when it comes to using sustainable ingredients. A simple online search will bring up thousands of lists of skin care, hair care, and makeup ingredients to avoid—many of which are carcinogenic. Because of this, it’s not shocking that the beauty industry has decided to turn its back on chemicals in favor of natural alternatives that customers want to purchase.
To transition from chemicals to natural actives, many beauty brands have set up entire research departments to find ingredients that deliver similar—if not better—results than man-made ingredients. Many are finding that plant extract-based hair care and skin care products are in much higher demand in addition to being better for the planet. Some of the ingredients that are becoming mainstays on ingredients list in addition to household names include: Argan oil, Vitamin C, Retinol, Alpha-Hydroxy Acids, Ceramides and Beta Carotene. As the use of more natural ingredients expands, we can expect to see more artificial ingredients get phased out of the beauty industry for good.
AI-Based Technology
Clinical teams, including Evalueserve, are working closely with leaders in the beauty industry to perfect AI technology and adoption of these programs to create unique, customized skin care and hair care regimes for customers. Rather than relying on traditional cookie cutter methods that take a “one size fits all” approach, AI technology allows consumers to pinpoint their hair and skin issues.
The use of this technology varies between companies. Some require the consumer to come into the business to get diagnosed with a handheld device that then provides a read out. Others sell the device directly to the consumer, such as the Loreal Perso. However, the most popular method for these diagnostic treatments are apps. These apps rely on users uploading a selfie of their hair or face to get a diagnosis on points that can get improved upon. Apps can look at anything from pore size to pigmentation on the skin or the state of someone’s hair, giving the user a thorough examination from the comfort of their own home in a matter of seconds. Products are then created or recommended to the customer.
With personalized products, customers can better treat their skin, whether with a specific formulation unique to their needs or with a collection of established products that work in conjunction with one another. Personalized skin care recommendations or formulations make the customer feel valued as well, leading to more brand loyalty due to the personalized experience. Finally, websites are engineered to make the checkout process simple, allowing customers to add everything to their cart and subscribe to deliveries as needed.
Atopic Dermatitis
One of the most common skin care issues in the world is Atopic dermatitis (eczema). With millions of people in the United States alone suffering from the condition, it’s likely not shocking that brands are taking the time to suffer on formulating new treatment options for the condition in an effort to reach new sectors of the market in addition to helping people live better lives.
Today, there are an assortment of treatments available for the condition. Although treatment options from major companies have commonly focused specifically on children, many companies are choosing to refocus on treating both children and adults. Adult only products, including nonsteroid creams like Ruxolitinib, are giving people the ability treat their eczema. Beauty companies are offering symptom relief with specially formulated products that are tailored to adults. In the coming weeks, we can expect more announcements for treatments from leaders in the industry. In the future, we can expect to see more focus on relief and treatment in adult-oriented products.
Key Strategies
There are numerous strategies that brands can utilize as they look to adopt more clinical skin care strategies into their businesses practices. Some of these are as simple as adding wording to package to show how the company is using clinical beauty standards to create their products while others are investing in new technologies, such as artificial skin for testing, to perfect their lines. The top three key strategies we see for brands looking to adopt clinical skin care include:
Key Claims
With the rise of clinical skin care, brands are finding they can strengthen their claims. An estimated 19% of clinically tested products contain at least one of the following claims:
- Moisturization – Clinically tested products are shown to help the skin retain more moisture.
- Dermatologically tested – This claim works as a catch all for a variety of claims. It simply means that the brand has been tested by dermatologists and researchers that proved the product worked as intended/help a specific problem.
- Herbal or Botanical – Many people have realized that the term “natural” is easily abused as companies can put the label on their products as long as a certain percentage of ingredients are natural. Herbal/botanical shows consumers that safe, effective ingredients were used in the product’s formulation.
As the industry progresses, we can expect to see more terms get added to this list. Claims are becoming a major selling point for many brands, and more informed consumers are learning what to look for to ensure a product contains ingredients they want to use.
Investing in Natural Products
We discussed the focus on natural beauty products above, but it’s important to note just how much this is driving the beauty industry. More and more people expect brands to utilize natural ingredients in their products or offer a natural line. Many established brands are creating products to fit their needs. However, some are also opting to partner with or acquire established natural beauty brands to develop natural products with companies that are trusted by consumers who frequently opt to only purchase a product if it’s made with natural ingredients. As this sector of the industry grows, we can expect to see bigger brands work even closer with boutique brands in an effort to offer consumers even more natural-based product lines.
Investment in New Technology
Companies in the beauty industry can now invest in more technologies than ever in an effort to keep their brand current and deliver the best products possible to consumers. Two of the most popular technological segments we see companies looking to adopt in their business structure are clinically backed products and microbiome technology. Clinically backed products, as mentioned above, are those with research to support their claims. Microbiome technology focuses on creating products that work with the skin’s natural microbiome by seeking to understand the skin microbiome alteration process. This allows brands to deliver the skin care results customers are looking for with customized products. Microbiome products can be developed by either giving customers personalized products for their skin or hair by studying the microbiome of numerous people with similar skin and hair and developing product lines that work for each problem. Ideally, customers will mix, and match products as needed to fit their microbiome. Both of these strategies inspire more consumer trust in the product in addition to allowing companies to deliver products that give better results than ever before.
reshape your clinical care strategy with us
Beauty brands are developing clinical skin care products like never before, allowing customers around the world to have beauty products that actually fit their needs. Evalueserve understands the needs of companies in the beauty industry and has developed multiple strategies to help brands succeed. Evalueserve can help companies research: clinical skin care products, market size and forecast, competitor intelligence and industry landscape. We can also provide technology and clinical trial scouting in addition to updated studies on our Insightloupe Platform. To get started working with Evalueserve, or to learn more about how we can help you, visit our website here.
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