Increasing interest in health and wellness drives innovation in cosmetics and toiletries

Over the last five years, consumer health awareness has increased significantly around the world, thanks largely to a growing focus on health issues in the media and an increasing investment in health initiatives on the part of governments.

While it is clear that increasing consumer concerns for health and wellness have obvious repercussions for markets such as packaged food and over-the-counter (OTC) healthcare, Euromonitor International has also found that it has become an increasingly influential factor in the cosmetics and toiletries market.

Over the course of the last decade, cosmetics and toiletries manufacturers have taken advantage of the burgeoning global health and wellness trend by launching a plethora of hair care and skin care products containing a variety of vitamins, to the extent that vitamin-enriched products are now mainstream.

Health and beauty – one and the same?

Things went a step further last year when L’Oréal and Procter & Gamble forged joint ventures with Nestlé and Pharmavite respectively to expand into OTC dietary supplements, encouraged by trends indicating that consumers are increasingly keen to co-ordinate health regimens with beauty practices. The Nestlé/L’Oréal joint venture heralded the launch of Innéov Fermeté (an anti-ageing formula), while Procter & Gamble and Pharmavite jointly launched Olay Vitamins. More recently, this month roles were reversed somewhat as Healthspan, a Guernsey-based mail order vitamin supplier for the UK market, launched a dedicated range of make-up and skin care products which target women aged between 45 and 60.

Blurring the line between cosmetics and medicine

Euromonitor International expects that these developments will become increasingly common. Karine Peyre, cosmetics and toiletries analyst at Euromonitor International, comments, “At Euromonitor we see that the potential for cross-market development is set to increase. This is due in part to the deregulation of many healthcare sectors, which has made consumers increasingly familiar with a wider range of OTC products. Intense media focus on health issues is also crucial, as this is continually refining consumer health awareness and stimulating increased interest.”

Euromonitor International suggests that the likelihood of such developments will be bolstered by the increasing technological sophistication of cosmetics and toiletries products, particularly in sectors such as skin care, and by the more explicit targeting of consumer groups. Karine Peyre explains, “As manufacturers introduce products aimed at specific groups, they are increasingly focusing on addressing specific matters such as the effects of ageing or sensitive skin. Consequently as more advanced products are developed the line between medical and cosmetic application becomes blurred.”

USA cosmetics and toiletries market key

Euromonitor International’s research shows that this trend is widespread in the US market, as US consumers are becoming increasingly convinced that beauty starts with “wellness”. Retailers are increasingly linking their beauty lines to non-beauty products, positioning health products, like vitamins, in close proximity to cosmetics.

Manufacturers for their part are introducing cosmetic lines that tout claims often found in OTC products, like Sally Hansen’s Healing Beauty Fast and Flawless make-up line, with products featuring anti-wrinkling and acne-fighting ingredients. The market is clearly strong for cosmetics and toiletries products that associate themselves with wellness, with many lines now routinely infused with vitamins and increasingly with natural and herbal extracts.

The World Market for Cosmetics and Toiletries is a new report from Euromonitor International. Its analysis presents an accurate picture of global trends and developments impacting the industry. This report includes detailed sector coverage of baby care, bath and shower products, deodorants, hair care, colour cosmetics, men’s grooming products, oral hygiene, fragrances, skin care, depilatories and sun care.