Evolva spotlights nutrition and beauty for intertwined holistic health
08 Feb 2022 --- Dietary habits are now forming holistic beauty ideas where consumers are aware of the connection between beauty and overall health. PersonalCareInsights speaks to Géraldine Blanc, head of marketing Evolva, on consumer demands and industry requirements shaping trends within the space.
“Today, ‘beauty’ is a holistic body concept that goes far beyond the superficial aspect of the skin epidermis and hypodermis and is now more and more considered as a result of balanced and ‘better-for-you’ dietary habits,” says Géraldine Blanc, head of marketing Evolva.
This is driving the beauty-from-within market, which has seen ingestible beauty established as a megatrend within the supplements sector.
“Looking at new product launches in that space, we observe a growing number of ‘multifunctional’ products addressing physical as well as emotional well-being, including mood, stress, lack of sleep and appearance,” she adds.
Consumers are seeking holistic health solutions.
Mainstreaming ethical sourcing
Across the nutrition and cosmeceutical space, sustainability is here to stay, enabling ethically sourced cosmetics to become more mainstream, Blanc underscores.
“Today’s consumers have a growing global consciousness. They care about social and environmental responsibility, and this has been drastically reinforced by the COVID-19 outbreak. Today, sustainability is not a ‘nice to have’ but a ‘must-have,’” she says.
These demands have given rise to what is now described as a green beauty trend.
“This has led organic, vegan, fair trade, sustainable and ethically sourced cosmetics to become more mainstream. Cosmeceutical manufacturers are seeing customers seek greener and environmentally friendly ingredients for their products.”
According to Blanc, the use of technology is aiding the drive to offer quality, affordable and ready-to-formulate ingredients that are based on nature.
“We believe in applying technology platforms, such as fermentation, in helping resolve sourcing bottlenecks in nature. These enable us to provide products that can contribute to health, well-being and sensory enjoyment.”
Green beauty is driving companies toward ethically sourced ingredients.
Driving NPD for new groups
Currently, women are an extremely important consumer for the cosmeceutical market, Blanc highlights.
“However, we also observe more and more NPD targeting specifically men, who are clearly showing a huge interest in their overall health and appearance and realizing the connection between these two aspects. We also observe a clear trend for products that are putting the emphasis on the benefits, regardless of gender.”
Furthermore, younger generations are showing a growing interest in cosmeceuticals, which is also supporting the rise of e-commerce platforms and the importance of online information channels, she notes. Across industry, Gen Z is expected to lead a transformation with their non-conformism and setting the trends.
Clinical backing shaping future
Currently, a strong business driver is a growing science around the gut-brain-skin axis which has not yet revealed its full potential in terms of research, Blanc underscores.
Additionally, clinical backing for products is a key focus of interest for consumers, driving NPD in the beauty from within space. Individuals are increasingly searching for evidence to highlight the positive impact of products in improving overall skin health or in supporting healthy aging, she adds.
For instance, Evolva has sponsored or initiated more than 13 clinical studies focusing on several health benefits for its Veri-te resveratrol ingredient, Blanc notes.
By Andria Kades
