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Strategies for targeting the holistic skin health consumer

Article-Strategies for targeting the holistic skin health consumer

© iStock/AaronAmat Strategies for targeting the holistic skin health consumer
A “significant proportion” of consumers have adopted a proactive and holistic approach to skin health and wellness in recent years, according to market analysts who suggest that hydration and self-care are two important messages brands could consider promoting.

But with the cost-of-living crisis driving reduced spending and lower brand loyalty, companies developing skin health products must work hard to build consumer trust, said FMCG Gurus.

“Many consumers like active ingredient claims on food and drink products related to skin health,” it added. “However, brands must look to validate these claims. This will ensure trust and transparency.

One in three consumers interested in supplements with skin health claims

Consumers are increasingly aware of the link between healthy skin and overall wellbeing, with more than one in three (37%) saying they are interested in dietary supplements carrying skin health claims, FMCG Gurus’ market research shows.

This is partly because such products carry a perceived association with higher dosages of ingredients and, accordingly, maximum efficacy, the market research company said.

Concurrently, there has been a paradigm shift in the way consumers perceive skin health. Many people no longer associate healthy skin solely with physical attractiveness but perceive it to be a marker of other health issues and lifestyle habits.

For example, more than one in three (37%) consumers said they tried to get more sleep and almost half (46%) said they exercised more in an attempt to address their skin health, FMCG Gurus’ market research shows.

Hydration and self-care messages resonate with skin health consumer

Hydration and self-care are two significant messages brands could consider promoting when addressing skin health, according to FMCG Gurus.

Dry skin is a common complaint, affecting more than one-third (35%) of consumers, and there is widespread understanding of the link with hydration: more than three in five (62%) respondents said they had drunk more water over the past year to try and improve their skin health.

© iStock/MStudioImagesStrategies for targeting the holistic skin health consumer

People associate dry skin with a range of factors, including time scarcity, poor lifestyle habits, and financial uncertainty. Many complain that their busy lifestyles have an impact on various areas of health, as they have been struggling to relax and unwind.

Meanwhile, consumers have stopped or reduced their spending in spas and salons, creating an opportunity for brands to target customers with messages around self-care.

However, FMCG Gurus added: “Brands must highlight the link between inner wellness and outer beauty. In doing so, brands should avoid perpetuating existing stereotypes around beauty and enhancing the pressure on consumers to look good.

Consumers associate multifunctional health claims with maximum value

Multifunctional health claims hold wide appeal, as people associate these with maximum efficacy, convenience, and value for money.

“All of these product attributes are particularly crucial during a time of financial uncertainty and busy, fast-paced lifestyles,” said FMCG Gurus.

It highlighted a move towards more of a back-to-basics approach to skincare”, as people cut down on products they deem to be non-essential.

“With rising prices, many consumers may feel that spending in the skincare market is less essential,” it concluded. “As a result, brands must ensure they provide promotional offerings to align with today’s recessionary climate.

However, there is still room for market manoeuvre, as dermatological woes remain a major concern for many: more than one in five (21%) of global consumers say they are dissatisfied with their skin health, according to FMCG Gurus research.