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Ingredients & formulation

Dow highlights consumer megatrends that are shaping the beauty and personal care market

Increased awareness about health and wellbeing, the rise in life expectancy across the globe and enhanced connectivity are some of the aspects that have had an influence on consumers’ purchasing decisions.

Gislene Attilio Meyer, Dow

Gislene Attilio Meyer, Dow

Natural beauty, the growing interest in men’s grooming, active beauty and the perfect selfie: these four megatrends will guide consumer behavior in the beauty and personal care market in the coming years, says to Gislene Attilio Meyer, Marketing Manager for Home & Personal Care at Dow Latin America.

She states that there has been a change in perception about good looks and a sense of wellbeing with the concept of effortless beauty. Products that claim to enhance consumers’ natural beauty, as well as customized, tailor-made cosmetics remain strong.

Men’s grooming is also on the spotlight, with male consumers spending more time on their appearance than ever before. Meyer explains that men prefer the term "body care" to "aesthetics." With time being a precious commodity, products targeting the male audience must provide clear claims, deliver noticeable benefits and be easily added to their daily routines.

Meyer says the big move towards the active beauty trend is linked to an increase in body-mind awareness as a result of the rise in life expectancy across the globe. By 2050, it is estimated that 2 billion people worldwide will be over 65. New brands are being launched featuring high performance products for use before or after exercising with sun protection and sweat resistance claims.

In addition to a shift in the population’s age structure, the world is also undergoing a rapid urbanization process, with an unprecedented expansion of the global middle class and an increased demand for sustainability, according to Meyer. "Consumers are increasingly looking for products that can help them look younger and also protect their skin and hair from environmental aggressors that are more common in urban areas,” she says.

In this context, Meyer points out that Dow "has solutions that deliver a unique, surprising sensory effect with transforming textures that enhance the consumer experience as well as presenting multifunctional attributes that go hand in hand with the convenience required in the modern urban world.

Finally, the selfie megatrend relates to how technology and connectivity are changing the way we discover, select and purchase products. Meyer says consumers are looking for effective products that offer immediate results – similar to a selfie-enhancing app – and can camouflage skin imperfections, wrinkles, fine lines and enlarged pores. The main product categories affected by this trend are makeup, skin care and hair care.

"The digital world is a big part of our daily lives. Today, people can shop through social media and test a new makeup looks using try-on simulation apps.” Meyer points out that another important aspect of the digital revolution is the influence that bloggers and youtubers have on consumption. “Millenials don’t pay attention to labels or product claims. Instead, they need to feel that the brand’s values match their own and that the experience with the product meets their expectations.

Meyer says the economic recession should not have a substantial impact on the Brazilian beauty market. “There can be changes in the product mix and the migration from a premium product to a mainstream option, which still creates the perception of affordable luxury. Brazilians have always taken proud and care of their appearance and they will keep investing in personal care,” she says.

Amanda Veloso

© 2018 - Brazil Beauty News -

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