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New Attitudes to Skincare and Nutrition

Blog

by Zev Ziegler -

The skincare industry used to be all about the promise of physical beauty and youthful appearance— people bought creams, lotions and potions that would eliminate wrinkles and make them look younger. When Lycored carried out research into attitudes to beauty and skincare earlier this year, we realised how much has changed. Consumers—particularly millennials—have shifted the emphasis from how one looks to how one feels, from beauty to health, and from the outside to the inside.

We commissioned a survey of 480 European consumers, aiming to understand current trends in beauty markets and the attitudes that underpin them. We presented respondents with a list of five reasons to use skincare products, and asked which were most important to them; the two highest-scoring related to health and wellbeing:  79 percent wanted to keep skin healthy and 62 percent wanted to feel good about themselves. By contrast, the two reasons that scored lowest were appearance-related: ‘So other people think I look attractive’ scored 18 percent, while ‘so other people think I look younger’ resonated with just 14 percent of respondents.  

Our research also revealed high levels of awareness of the importance of nutrition in skin health. We asked consumers which single factor they considered most important to the health of their skin and a healthy diet was the clear winner in all age groups. It was chosen as the most important factor by 43 percent of respondents—ahead of exercise and avoiding stress. It’s not surprising then that ingestible skincare ingredients are becoming increasingly mainstream.

Across all age groups, two thirds (66 percent) of consumers agreed with the statement: ‘The idea of taking a supplement for skin health or beauty is normal.’ Only 14 percent said the idea was ‘not normal.’ Moreover, there is a clear generational difference, with younger consumers more likely to have used an ingestible skincare product. Over four in ten (43 percent) consumers in the millennial age group (18 to 35) said they had used an oral product to benefit their skin health at some point. This compared with 39 percent of 36 to 49 year olds, 23 percent of those aged between 50 and 69, and 14 percent of those aged 70 or over.

Skincare consumers are ready for change. Their rejection of traditional ideas about gender, beauty and age, means they are ready for new kinds of products. The emergence of new consumer categories—such as high-spending millennials and appearance-conscious young men—represents a major opportunity for the manufacturers and marketers of skincare products.

Ingestible skincare is becoming increasingly mainstream and will continue to blossom as a category but the change is more fundamental than that. Today’s consumers now understand beauty as beyond skin deep—a feeling or quality that starts from within.