During the second part of the free webinar, "Anti-pollution Cosmetics: The Science & Market," Mintel's Sarah Jindal offered 6 key insights for product developers, marketers and brand managers who are exploring these claims for their brands.
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1. Under-leveraged Claim
Only 1% of beauty launches are making anti-pollution claims, according Jindal, representing a huge opportunities for brands to step into the breach.
2. Where Claims Are Made
Today, anti-pollution claims are typically disseminated in marketing and advertising, not on-pack. This represents an opportunity for brands to communicate pollution defense directly on their products.
3. Claims Are Migrating
Jindal explained that, while anti-pollution claims began in Asia, specifically China, they are moving West. Asia is poised to become the top anti-pollution product market.
4. Consumer Faith Is Low
Brands have some work to do. According to Jindal, fewer than 20% of consumers are currently convinced of anti-pollution effectiveness. This represents a need for enhanced marketing and brand positioning that helps consumers to connect the dots.
5. Top Formats and Claims
Cleansers and moisturizers are the leading product formats in the anti-pollution space, which is why top claims include: cleanse, protect and repair.
6. More Opportunities Ahead
Jindal noted that anti-pollution claims will continue to expand across skin and hair care and could eventually emerge in multifunctional color cosmetics.
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