Fuelled by worry over the impact of pollution on the skin, the anti-pollution claim is on the rise and has the potential to become the new ‘must-have’ in facial skincare and make-up. An analysis by the Mintel Beauty Team for CosmeticOBS-L'Observatoire des Cosmétiques.
Bullet points
1. Consumers are increasingly aware of the damages their lifestyle can have on their skin
2. The term PM 2.5 (Particulate Matter 2.5 referring to air pollutants) has become a marketing claim in Chinese skincare products
3. Anti-pollution is moving from face care to other sectors
The anti-pollution claim has the potential to become a ‘must-have’
The impact of the sun has long been a strong focus for beauty products and turned the SPF claim into a ‘must-have’ in facial skincare and colour cosmetics products. However, consumers are increasingly aware of the damage that other environmental factors, such as pollution, can have on skin. Brands are responding to these concerns with anti-pollution products, which could well become the new ‘must-have’ claim.
Chinese people worry about high pollution levels
For people in Asia, air pollution is a great concern and a number of product launches in China address this issue by claiming to reduce the effects of pollution on the skin. The term PM 2.5 (the abbreviation of Particulate Matter 2.5, which refers to air pollutants with a diameter of 2.5 micrometres or less) has become a marketing claim in Chinese skincare products.
Mintel’s research found that pollution is …
