Men open up to cosmeceuticals as consumers demand clinical backing

15 Dec 2021 --- The development of technology, changing trends and the pandemic are all having a notable impact on the cosmeceutical space. NutritionInsight speaks to experts from BioCell Technology, Alland & Robert and Gelita on the industry landscape and future shifts.

Consumers are more keen to have clinically-backed products, spurring industry into providing more evidence behind their items. Nonetheless, there has been an observed shift toward men entering the space and a younger demographic, looking for products that target their needs.

What’s in a name?
As the industry evolves, there is no clear consensus on how cosmeceuticals are even defined. “They are supplements that can help with the cosmetic appearance of the face and skin,” Douglas Jones, global sales and marketing manager at BioCell Technology, says.

At Alland & Robert, Violaine Fauvarque notes that cosmeceuticals are cosmetics with biologically active ingredients that have medical benefits.

“They are usually backed by science to prove their efficacy. Up to now, cosmeceuticals have mostly focused on skincare with the repair of skin damage or specific skin conditions and signs of aging. It’s possible that this scope will expand in the coming years.” 

An important element is differentiating between nutricosmetics and cosmeceuticals, highlights Oliver Wolf, head of global B2B marketing at Gelita. Consumers are demanding more clinically-backed products. 

“While the first are taken orally as supplements and deploy their beneficial effects from within, the latter are defined as cosmetics with nutrients that are applied topically. The key aspect to consider in this respect is not the method of application but the specific beauty effects – be it on skin, nails or hair.” 

Men entering the changing landscape
While women generally dominate demand within the cosmeceutical space, men are starting to also take interest. 

“Women are still the primary consumers as they are much more likely to be influenced by the beauty market. That said, men around the world are quickly catching up as typical gender roles become increasingly blurred,” Wolf notes.

According to Fauvarque, the market for men in cosmeceuticals is underdeveloped but growing. “It is interesting to note that a huge part of cosmeceuticals for male skin are purchased by women who provide them to their partner,” she says. 

The split between female and male consumers is about 60% and 40%, respectively, underscores Jones. 

“What is exciting is the entry of Millennials into the category. Men and women in their late 20’s and early 30’s understand the link between inner health and outer beauty and seek products that provide solutions.” 

Wolf also sees a shift in the age demographic, from middle-aged consumers to more youthful target groups, as preventive measures become increasingly desirable to younger consumers. 

Geographically, “the hottest areas in the world with regards to beauty and the desire to look attractive, are Brazil and East Asia. But as with previous trends, this is now spilling over into North America and Europe,” he observes.

Trends shaping the industry
Skincare is thriving thanks to society’s obsession for preventing signs of aging, notes Fauvarque. 

“At present, this trend shows no sign of abating,” Wolf adds, driven by pressures across mainstream and social media for people to look younger and live up to certain beauty images. “There is a fight against age-related changes such as wrinkles, loss of skin elasticity or cellulite, as is the need to strengthen hair and nails,” he states.There is an observed shift in the age of target groups, from middle-aged consumers, to younger generations. 

According to Fauvarque, there is also a trend for natural beauty products as consumers are more aware that what they put in their skin enters the body. This is reflected in an increased demand for ingredients such as collagen and CBD-infused products, she adds. 

Jones highlights this is the “beauty-from-within” movement, driven by consumers who understand the link between taking products that are healthy for their skin and their actual skin appearance. 

The COVID-19 pandemic has been particularly important in shaping the trend as consumers across the world are working more from home, on Zoom or Teams calls for hours on end every day, he adds.

“Skin appearance is top of mind. Having a healthy natural glow that natural supplement products can provide is driving purchasing in this category.” 

Demand for clinical backing
The importance of technology cannot be underestimated as it enables ingredient manufacturers to produce the ingredients necessary to achieve the desired effect of the product, Wolf highlights. 

Women are the primary drivers in cosmeceuticals, though men are also entering the space. It is also paramount in helping brands develop innovative delivery forms, adds Jones. What’s important for consumers, however, is having clinically validated ingredients in the finished product, he notes. 

“It offers the consumer assurance that the product they are purchasing will deliver the benefits they are looking for.” 

Wolf observes a similar consumer demand, which is driving the company to ensure products are backed by sound scientific evidence. “The next challenge is to ensure that consumers are convinced of the proven effects and therefore believe in the efficacy of the product.”

Technology shaping the future
Looking at the potential of technology, however, Fauvarque notes the potential of what it can bring to the industry is paramount, with options aplenty.

“Artificial intelligence, augmented reality and personalized formulations are examples of the surge of technology that is now growing in the cosmetics and personal care space. Improving the performance of their products is an essential key for manufacturers who wish to stand out in a crowded market place and provide high-quality, tailor-made cosmeceuticals to their shoppers.”

As the goal is to transform consumers’ experiences, these technologies can aid toward that, which continues to drive innovation within the space.

By Andria Kades