อุตสาหกรรมความงามภูมิภาคเอเชียแปซิฟิคถือเป็นหนึ่งในปีที่ประสบความสำเร็จมากที่สุดเป็นประวัติการณ์พบกับงาน in-cosmetics Asia งานชั้นนำในเอเชียแปซิฟิกด้านส่วนผสมผลิตภัณฑ์ดูแลร่างกายอีกครั้งที่ประเทศไทยในเดือนพฤศจิกายนนี้

ภูมิภาคเอเชียแปซิฟิค (APAC) เป็นผู้นำในฐานะหนึ่งในตลาดความงามที่ใหญ่ที่สุดของโลกในปัจจุบัน โดยคิดเป็นเกือบหนึ่งในสาม (32%) ของยอดค้าปลีกทั่วโลก (570 พันล้านดอลลาร์สหรัฐ)(*1) ภูมิภาคดังกล่าวกำลังครองภาคส่วนทั่วโลกด้วยส่วนแบ่งรายได้ 181 พันล้านดอลลาร์สหรัฐ (*2) นี่เป็นฉากหลังที่สมบูรณ์แบบสำหรับการกลับมาของงาน in-cosmetics Asia ในวันที่ 5-7 พฤศจิกายน 2024

งานดังกล่าวจัดขึ้นที่ไบเทค กรุงเทพฯ โดยเป็นช่วงเวลาที่ตลาดความงามหลักๆ ในภูมิภาคเติบโตอย่างรวดเร็วในระดับนานาชาติ เช่น K-Beauty, J-Beauty และ C-Beauty ได้ครองตลาดตะวันตก ตามมาด้วยตลาดใหม่ๆในเอเชียตะวันออกเฉียงใต้

ความสนใจในงาน in-cosmetics Asia พุ่งสูงขึ้น โดยมีการเข้าชมเว็บไซต์ของงานจากทั่วภูมิภาคเอเชียแปซิฟิก เพิ่มขึ้นถึง 277% เมื่อเทียบเป็นรายปี ซึ่งสะท้อนให้เห็นถึงสถิติที่เพิ่มขึ้นอย่างรวดเร็ว  ในขณะเดียวกัน การเปิดตัวเว็บไซต์เวอร์ชั่นภาษาไทยรวมถึงบัญชี WeChat ควบคู่ไปกับการดึงดูดผู้เข้าชมผ่านแพลตฟอร์มดิจิทัลและสร้างสัมพันธ์กับพาร์ทเนอร์ทั่วทั้งทวีป ยังช่วยเสริมความสนใจที่เพิ่มขึ้นอีกด้วย

งาน in-cosmetics Asia 2024 ต้อนรับผู้แสดงสินค้ากว่า 650 รายจากทั่วโลก ถือเป็นจำนวนที่สูงที่สุดในประวัติศาสตร์ของงานในรอบ 15 ปี ซึ่งรวมถึงซัพพลายเออร์ชั้นนำ 10 อันดับแรก เช่น Ashland, Croda, dsm-firmenich ไปจนถึง Evonik, Clariant และ Lubrizol นอกจากนี้ ยังมีซัพพลายเออร์รายใหม่ๆ จำนวน 79 รายซึ่งจัดแสดงสินค้าในโซนผู้แสดงสินค้ารายใหม่โดยเฉพาะ

งานในปีนี้ครอบคลุมประเด็นสำคัญ 4 ประเด็น โดยมุ่งเน้นไปที่วิทยาศาสตร์ นวัตกรรม เทรนด์ และคอมมูนิตี้เพื่อให้มั่นใจว่าผู้เข้าชมจะได้รับข้อมูลเชิงลึกที่ไม่มีใครเทียบได้เกี่ยวกับการพัฒนาล่าสุดและทิศทางของอุตสาหกรรมในภูมิภาคเอเชียแปซิฟิคและที่อื่นๆ

เพื่อให้สอดคล้องกับเทรนด์ของผู้บริโภคที่กำลังเติบโต การชะลอวัยและการสูงวัยอย่างสง่างาม สุขภาพและความสมบูรณ์แข็งแรง ความงามตามธรรมชาติ ศาสตร์แห่งความเรียบง่าย และนิวโรคอสเมติก จะเป็นหัวข้อหลักๆในผลิตภัณฑ์ที่จัดแสดงของผู้แสดงสินค้าพร้อมมอบความรู้ที่ครอบคลุมและกว้างขวาง

สปอตไลท์ ออน “เรื่องของผิวพรรณ”

เนื่องจากการเปลี่ยนแปลงสภาพภูมิอากาศส่งผลกระทบต่อสุขภาพผิว และผู้บริโภคเริ่มกังวลมากขึ้นเกี่ยวกับมะเร็งผิวหนัง สิว โรคผิวหนังภูมิแพ้ และอื่นๆ ความต้องการผลิตภัณฑ์ที่ปกป้องและรักษาสุขภาพผิวจึงเพิ่มขึ้นเช่นกัน

ค้นพบเสน่ห์ของ สปอตไลท์ ออน โซนอินเทอร์แอคทีฟภายในงาน ที่ผู้เข้าชมสามารถสัมผัสและทดสอบส่วนผสมผลิตภัณฑ์ดูแลร่างกายสำเร็จรูปที่ถูกคิดค้นขึ้นมา ซึ่งเน้นในเรื่องของ การปกป้องผิว การฟื้นฟูผิว การต้านการอักเสบ การบำรุงผิว และ การผลัดเซลล์ผิว

ส่วนผสมที่จัดแสดงทั้งหมดจะเข้าแข่งขันกันเพื่อชิงรางวัล in-cosmetics Asia อันทรงเกียรติ เพื่อเชิดชูความเป็นเลิศด้านวิทยาศาสตร์เครื่องสำอาง

มุ่งเน้นสู่เทรนด์ในอนาคต

การนำเสนอเทรนด์การตลาดและกฎระเบียต่างๆ เป็นพื้นที่สำหรับค้นพบข้อมูลเชิงลึก เทรนด์ล่าสุด และกฎระเบียบด้านการตลาดของอุตสาหกรรมเครื่องสำอาง

เข้าร่วมฟังการบรรยายโดยไม่มีค่าใช้จ่ายในหัวข้อต่างๆ  เช่น เทรนด์ความงามและผลิตภัณฑ์ดูแลร่างกายระดับโลกในปี 2025,  เทรนด์ส่วนผสมผลิตภัณฑ์ดูแลร่างกายในเอเชีย, K-beauty : การเปลี่ยนแปลงด้านความงามและการวิเคราะห์ที่มุ่งเน้นตลาดส่วนผสม, ผลกระทบของ AI ในอุตสาหกรรมการดูแลร่างกาย รวมถึง เทคนิคการไลฟ์สดเพื่อเป็นที่ 1 ในตลาดอีคอมเมิร์ซในเอเชียตะวันออกเฉียงใต้ ทรัพยากรทางพฤกษศาสตร์  และอื่นๆ อีกมากมาย 

นอกจากโอกาสทางการศึกษามากมายแล้วฟอร์มูเลชั่นแลป กลับมาพร้อมกับการสาธิตสดเกี่ยวกับการกำหนดสูตรผลิตภัณฑ์สำเร็จรูปโดยใช้ส่วนผสมของผู้แสดงสินค้า นอกจากนี้ยังมีการสัมมนาทางเทคนิคสาธิตโดยผู้เชี่ยวชาญจะนำเสนอภาพรวมที่ครอบคลุมเกี่ยวกับส่วนผสมการดูแลร่ายกายที่กำหนดทิศทางของตลาดความงามในภูมิภาค คุณประโยชน์ และหลักฐานทางวิทยาศาสตร์ของการกล่าวอ้างผลิตภัณฑ์

ซาร่าห์ กิบสัน ผู้อำนวยการงานอีเวนต์แห่ง in-cosmetics Asia กล่าวว่า “งาน in-cosmetics Asia ในปีนี้กลับมาอีกครั้งในช่วงเวลาที่น่าตื่นเต้น ตลาดความงามในเอเชียกำลังเฟื่องฟูและมีอิทธิพลมากกว่าที่เคยเป็น งานของเราจะทำหน้าที่เป็นศูนย์กลางสำคัญในการเชื่อมโยงภูมิภาคกับตลาดโลกที่กว้างขึ้นอีกครั้ง และช่วยอำนวยความสะดวกในการทำงานร่วมกันในด้านการวิจัยและพัฒนาเครื่องสำอาง

เพื่อตอบสนองผู้เข้าชมระดับนานาชาติในปีที่ผ่านมา เรากำลังปรับปรุงการโปรโมตผ่านโซเชียลมีเดีย ดิจิทัล รวมถึงการนำเสนอในภาษาต่างๆ เพื่อดึงดูดผู้ชมทั่วทั้งทวีปมายังศูนย์กลางการวิจัยและพัฒนาแห่งนี้ ด้วยความสนใจที่เพิ่มขึ้นในภูมิภาคนี้ เราจึงทุ่มเทเพื่อทำให้งานนี้เป็นงานรวมตัวที่มีความหลากหลายทางวัฒนธรรมอย่างแท้จริงสำหรับผู้เข้าร่วมจากทั่วทั้งภูมิภาคเอเชียแปซิฟิค และภูมิภาคอื่น ๆ”

“เรารู้สึกตื่นเต้นที่จะรายงานคะแนนความพึงพอใจของผู้เข้าชมและผู้แสดงสินค้าสูงสุดในประวัติศาสตร์ของงาน in-cosmetics Asia ในปี 2023 ซึ่งสะท้อนให้เห็นถึงประสิทธิภาพของเรา นับเป็นครั้งแรกที่สถานที่จัดงานกำลังได้รับการสำรองพื้นที่จนหมด ซึ่งสะท้อนถึงสถานะความเจริญรุ่งเรืองของตลาด

โปรดติดตามการประกาศครั้งสำคัญเกี่ยวกับความร่วมมือที่น่าตื่นเต้นซึ่งมีจุดมุ่งหมายเพื่อยกระดับความก้าวหน้าทางวิทยาศาสตร์และกำหนดอนาคตของความงามและผลิตภัณฑ์ดูแลผิว”

งาน in-cosmetics Asia 2024 จะจัดขึ้นที่ศูนย์นิทรรศการและการประชุมไบเทค (ไบเทค) กรุงเทพฯ ประเทศไทย ระหว่างวันที่ 5-7 พฤศจิกายน 2024 โดยงานจะจัดขึ้นร่วมกับงาน COSMEX ซึ่งเป็นนิทรรศการด้านเทคโนโลยีการผลิต เครื่องจักรที่ครอบคลุมมากที่สุดในอาเซียน บรรจุภัณฑ์ และบริการ ODM/OEM สำหรับเครื่องสำอาง ผลิตภัณฑ์ดูแลร่างกายและผลิตภัณฑ์เสริมอาหาร หากต้องการข้อมูลเพิ่มเติมและลงทะเบียนเข้าร่วมงาน in-cosmetics Asia โปรดคลิกที่นี่

*1: https://www.euromonitor.com/article/top-beauty-trends-shaping-asia-pacific-insights-from-china-japan-india-and-south-korea

*2: Euromonitor International

หมายเหตุ:

*หากต้องการข้อมูลเพิ่มเติม โปรดติดต่อ โอลิเวีย อีวานส์ หรือ แฟรงกี้ แบนทอน ที่สำนักงานประชาสัมพันธ์ in-cosmetics : in-cosmetics@stormcom.co.uk  หรือติดต่อที่ปรึกษาทางการตลาดเป็นภาษาไทยที่ julieparkinson.work@gmail.com  หรือโทร +66 816408791

In this day and age, navigating what it means to be cruelty-free can be a daunting task for both companies and consumers alike. With so much misinformation circulating and no federal oversight into labelling requirements, companies can self-identify as being cruelty-free without having to substantiate their claims. And in turn, shoppers are inundated with renditions of cute bunnies on packaging allowing them to (in many cases) believe a product is free of animal testing, when in fact, there is no oversight on logos, labels, or claims.

In order to combat the rampant confusion, the Leaping Bunny Program in North America was established in 1996. The Program is operated by the Coalition for Consumer Information on Cosmetics, a group of animal protection organizations whose members include American Anti-Vivisection Society (Chair of CCIC), Animal Alliance of Canada, Humane Society of the United States, National Anti-Vivisection Society, and Rise for Animals. The Leaping Bunny Program certifies companies to be free of new animal testing at all stages of product development in accordance with its Corporate Standard of Compassion for Animals. Its mission is to connect compassionate consumers to cruelty-free companies using its well-established Standard.

In order for a company to become Leaping Bunny certified, it must create a supply chain management system that is free of animal testing at all stages of product development after a company’s chosen fixed cut-off date. This system must include all manufacturers and/or raw material suppliers.

In addition, all companies must annually recommit to the Leaping Bunny Program through a modified application, which ensures that their supply chain management system is up-to-date with all current suppliers and manufacturers. Companies must also open their supply chain management system up to independent audits, during which time individual products are cross-checked with company declarations and actual orders for said ingredients and/or formulations that make up the selected products.

Further, companies applying for certification who wish to register their products for domestic importation into China, where animal testing on imported cosmetics is still the rule and not the exception, are required to undergo both pre- and post-market audits to ensure no animal testing has been conducted.

The CCIC strives to make certification as accessible to as many brands as possible. Therefore, there is no cost for companies to get certified. The only cost is an optional one: should a company qualify for certification, become certified, and wish to use the Leaping Bunny Logo in marketing and packaging materials, it will be required to license the logo through paying a low, one-time fee, based on the company’s gross annual sales.

Regulations around animal testing on cosmetics have seen their first major change since 1938, with the recent passage of the Modernization of Cosmetic Regulation Act of 2022. This new law requires companies to substantiate and document safety for their products, but there are no specifics as to how to determine this, i.e., there is no federal animal testing ban in place that would preclude using animals. Further, some ingredients in sunscreens that have been safely used for decades are now under consideration for mandatory animal testing by the FDA.

To date, there are 11 states (California, Hawai’i, Illinois, Louisiana, Maine, Maryland, Nevada, New Jersey, New York, Oregon and Virginia) with animal testing bans in place along with 42 countries worldwide. It is important to note that while bans are in place, animal testing can still happen due to other regulatory requirements such as chemical management programs, e.g., REACH in the European Union or country-specific mandates, e.g. China. Therefore, it’s more important than ever for consumers to be able to rely on a list that goes above and beyond to ensure animal testing is kept out of the supply chain.

For more information on the Leaping Bunny Program, visit leapingbunny.org or download the free smartphone app Cruelty Free for a complete list of certified cruelty-free companies updated every 24 hours.

Author Bio

Kim Paschen is Director of the Leaping Bunny Program, a well-established cruelty-free certification program for personal care and household products that guarantees products to be free of animal testing at all stages of product development. She oversees day-to-day operations of the program to ensure its integrity in addition to working with certified companies on a wide variety of promotions.

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Feeling inspired to see ingredients and trends in action?

Then why not visit one of the in-cosmetics events around the world?

BROWSE SHOWS

Beauty and cosmetics packaging has long stood as a symbol of luxury and indulgence, with elaborate designs and the excessive use of materials designed to evoke emotional responses in consumers. And it makes sense; packaging is a customer’s very first introduction to a product. In a society where we are driven by aesthetics and visual appeal, a product’s shelf presence, and the resulting first impression, has a significant impact on purchasing decisions. The old adage, ‘Never judge a book by its cover’ comes to mind, but when it comes to cosmetics, the cover often takes precedence over the content.  

This was how the world of cosmetics was running until the climate crisis took hold and today, packaging across all industries is undergoing a remarkable evolution towards sustainability. Indeed, the EU’s Packaging and Packaging Waste Regulation (PPWR), aims to ensure that all packaging in the European Union (EU) is reusable or recyclable in an economically viable way by 2030, in line with the EU Green Deal and the EU Circular Economy Action Plan.  

A number of packaging associations and leaders have signed the agreement, signalling their commitment to the prevention and minimisation of packaging waste. Ergo, the lavish and extravagant packaging that we once craved and coveted, has now become a symbol of irresponsibility and reckless consumerism. Today, shoppers are increasingly prioritising eco-conscious choices. Sustainable packaging is the reality that brands need to work towards to remain competitive and relevant in today’s market. According to a survey conducted by Trivium Packaging, 47% of consumers claimed they would not buy products in packaging that is ‘harmful to the environment’, and 74% of consumers said they would pay more for sustainable packaging, with 25% willing to pay an additional 10% or more. Pro Carton’s Consumer Survey echoes these figures, finding that 72% of consumers would pay more for a sustainably packaged item. 

Smurfit Kappa’s Sustainability Reshapes the Business Landscape For Good report also found that 42% of consumers claim to have ‘always’ or ‘often’ purchased a product specifically because it has reusable or biodegradable packaging, and nearly a third (32%) ‘always’ or ‘often’ rejected a brand based on sustainable packaging. 

The consensus is that sustainability is no longer a mere trend or ‘phase,’ but a fundamental aspect that shapes the purchasing decisions of the modern, environmentally conscious consumer. 

Cultural differences  

Examining the industry from a broader perspective, Paris-based Christine Ansari, Vice President of Korean company, CTK Cosmetics, says Europe is at the “forefront of green initiatives” which is largely due to the “high levels of regulation” compared to other regions. She adds: “Europe has always led in this space. This comes down to increased levels of regulation compared to other regions such as the US or Asia. I think it’s definitely a movement taking a global hold, and social media has played a big part in educating people further.”  

Speaking from the luxury consumer packaged goods sector, Ansari explains that while the industry is making considerable progress, it is an area that could “certainly grow and have a significant impact.” She continues: “It is becoming apparent to consumers that not only can they save on costs, but eliminating excess packaging is generally helpful. The challenge to the industry lies in presenting this in a way that the value and quality is not compromised and is still highly regarded.” 

As the industry adapts to ongoing changing consumer preferences, the emphasis will remain not only on reducing the environmental footprint, but also on redefining how value is perceived in high and luxury quality cosmetics.  

Minimising waste first 

Winfried Mühling, Marketing and Communications Director of Pro Carton, the European association of carton and carton board manufacturers, says when it comes to reducing cosmetic packaging, the importance lies in distinguishing between what is truly necessary and what is merely excess. He explains, “There are still several elements to packaging. You have the container the product comes in, the primary packaging, the secondary packaging, and the supply chain packaging, most of which gets disregarded before the product is even on-shelfs. It all starts with the primary packaging, so if you design it in a smart way, you can avoid all these unnecessary elements and what is called ‘overpackaging’.”  

He continues: “In cosmetics and personal care, consumers want beautiful, visually appealing packaging with special protection, and companies might have the tendency to take a 50ml liquid product and place it in a 200ml container to create impact. Subsequently, the primary and secondary packaging are impacted too, so you are overpackaging throughout the supply chain. Of course, this is not only unnecessary, wasteful packaging, but it fools customers about the product they are buying.” 

Mühling stresses that by prioritising simplicity, efficiency, and eco-friendly materials from the point of packaging design, businesses can not only contribute to environmental conservation but also meet the evolving expectations of conscious consumers in a global market. 

Another key element in reducing waste is in materials, which Ansari notes is where she has seen the most significant shift. “We’re experiencing more emphasis placed on material; the type of material, the amount of material, and then, whether it is new or post-consumer recycled material to replace and eliminate certain others,” she says. “It’s pushing us, as an Asian supplier, to reassess the products we use, but ultimately, it comes down to cost. In many cases, PET is traditionally a higher cost material than plastic. But when the consumer is demanding it, you don’t really have a choice, so it is helping [us] shift in the right direction.”  

Adam Lowe, Head of Sustainability at The Hut Group, emphasises a proactive approach to addressing packaging waste, stating that “understanding the problem” is the “first step” towards finding effective solutions. “You can’t fix a problem that you don’t know is there” he explains. “The first strategy I would always recommend for minimising packaging waste would be to complete a Life Cycle Assessment (LCA) on the current ways of working and understand where the low-hanging fruit is in terms of process optimisation and materials reductions.”  

Lowe suggests that conducting LCAs enables businesses to pinpoint areas of improvement and can provide valuable insights into the environmental impact of existing processes, guiding them toward more sustainable alternatives. Within the LCA, Lowe notes multiple assessment categories can be tailored to specific purposes, allowing for a more detailed analysis of the packaging process. Completing the LCA, he argues, is a cost-effective investment that yields critical information for developing budgets and plans for implementing new, sustainable solutions.  

Ahead of the game, Estée Lauder, the beauty giant and owner of 26 globally-recognised brands including Aveda, Bobbi Brown, Bumble and Bumble, Clinique, La Mer, MAC Cosmetics, Origins, Smashbox, and more, already uses LCA software to monitor the environmental impacts of its packaging and design functions. It reported in 2022 that 63% of packaging used by the company was recyclable, refillable, reusable, recycled, or recoverable. 

Taking the plunge 

Addressing some of the challenges in the pursuit of sustainable packaging and shedding light on potential trade-offs that businesses may encounter, Mühling emphasises the significance of consumer acceptance. 

He explains: “The consumer wants to have a good feeling and enjoy the ‘unboxing’ experience, but many studies have shown the most important packaging feature to consumers is recyclability. Consumers are increasingly wanting to feel responsible and know what will happen to the product after its initial use.”   

This stance aligns with a broader trend of consumers increasingly prioritising environmentally responsible practices, and highlights where compromises must be made to achieve a healthy balance between environmental impact and consumer satisfaction. Mühling also advises against having “too many loose parts coming together,” and that it is important to “streamline” the product design process to facilitate easier and better recycling. 

When it comes to consumer expectations, Ansari acknowledges that instilling value in new packaging concepts such as refillable systems can be a significant challenge, as customers often associate value with the excitement of acquiring a brand-new product.  

“The consumer has a certain fantasy with getting something new, so it can be challenging to create value in refill systems. But there is a bridge to cross to get to the point where the consumer accepts using their existing compact or lipstick, for example, because it’s durable, beautiful, and still works perfectly. This is where a level of education comes into play. The paradigm has shifted from a simple product purchase where you ‘just have to take the cap off and go,’ to a more involved process that necessitates consumer education and understanding.” 

While the allure of novelty can pose a hurdle in convincing consumers to embrace refillable options, consumers are increasingly taking awareness to a more meaningful level. Ansari notes that different brands have different methods of managing refill systems, and this is where investment in R&D becomes pivotal, especially in developing biomaterials that can replace conventional plastics. 

Looking ahead 

Looking towards the future trends of sustainable packaging, there’s a strong prediction from Ansari that refills will take center stage, particularly with skincare’s refillable jars gaining traction over the last few years. She notes that the perception around refills has evolved, challenging the notion that they compromise on aesthetics or luxury, and that visually appealing refills, even with glass packaging, are now a reality, blending aesthetics with sustainability.  

“I think refills will become important because it’s a very effective way of eliminating extra, excess material,” she said. “Up until now, the challenge has been in making refills sexy and alluring to consumers, and now we’re seeing you can do attractive refills. It’s mostly been in skincare with refillable jars and lipstick, so I think this year and beyond, we’re going to see that trickle down to touch a wider range of products.” 

Lowe contends that the traditional model of packaging is seeing an evolution, with an increased focus on return schemes for empty products. “Companies are starting to introduce take-back-style processes whereby once the container is used, it can be returned to the sender, free of charge, for recycling, cleaning and re-use. While these return schemes are still in their nascent stages and face challenges related to costs, this is expected to be a key driver for companies looking to distinguish themselves in a competitive market where eco-conscious choices are becoming increasingly prioritised.” 

In addition, the role of packaging as a messenger for brands is set to become even more crucial. Packaging will always serve as the first point of contact for consumers, and this initial touchpoint presents a significant opportunity for brands to leverage sustainability as a powerful sales tool. Mühling notes the key lies in creating packaging that “not only entices but also captures” the attention of consumers amidst the myriad of choices on the shelves.  

The ongoing discourse around sustainable packaging within the cosmetics and personal care industry is helping move it towards making better, eco-conscious choices. Leaders like Mühling, Ansari, and Lowe echo a call for true innovation and action, urging the industry to reconcile sustainability with consumer expectations, aesthetics, and operational viability.  

Sustainability stands as one of the key pillars of the in-cosmetics Global show and this year, it will focus on championing a more eco-conscious industry by providing a pivotal platform for those looking to drive real, positive change. The Sustainability Zone will return, in partnership with The Green Chemist Consultancy, promising to help and inspire suppliers and manufacturers on their journeys to becoming more sustainable. A new addition to the show this year will be the Sustainability Zone Forum, a one-day programme that will delve deeper into practices that companies are employing throughout the lifecycle of cosmetic products, hosting leaders who will share and discuss new advancements that can help minimise environmental impact. Offshoot features on the show floor will also include the Sustainability Display and Presentation Theatre, sponsored by AAK, and the Sustainability Pavilion, powered by Farmforce. 

Stay tuned for the next article in our Sustainability Series looking at Greenwashing, Bluewashing and Honest Marketing. 

in-cosmetics Global, powered by KSM, returns from 16-18 April 2024 at the Porte de Versailles, Paris. For more information and to register to attend, visit here. 

The beauty industry has undergone a significant transformation in recent years, shifting its focus from exclusively targeting youth to embracing the beauty of ageing gracefully. This paradigm shift is driven by a deeper understanding of consumers’ evolving needs and advancements in skincare ingredients and technologies. In this article, we explore the convergence of these two key trends in the world of anti-ageing beauty.

The beauty industry is undergoing a revolution, one that celebrates and acknowledges the elegance of ageing. This change goes beyond being just a passing trend; it represents a fundamental shift in the industry’s approach to beauty. One notable example of this shift is the L’Oréal Paris Age Perfect Golden Age Rosy-Oil Serum campaign in the Nordics. This campaign features influencers ranging from 45 to 84 years old, highlighting the growing interest in the mature market.

Mature beauty consumers are a powerful demographic with significant purchasing power. According to a 2019 AARP survey, 40% of Gen X and 53% of Boomers feel overlooked by the beauty industry and desire products tailored to their specific needs. This “Silver Spender” segment, which holds 50% of the global net worth, is projected to spend a staggering $15 trillion by 2030 , underlining their economic influence.

One significant trend in anti-ageing products is the move towards natural and organic ingredients. Consumers are becoming more discerning about their skincare choices, opting for products that are free of harsh chemicals and unnecessary additives. Plant extracts, essential oils, and traditional herbal remedies have gained popularity due to their perceived benefits. Ingredient innovation also plays a pivotal role, with a focus on developing novel ingredients that enhance the efficacy of anti-ageing solutions.

One such innovative ingredient is JD Phyto-Or 1% by Jojoba Desert. This natural active skin repair solution combines JD Jojoba oil with concentrated phytoene, extracted from a non-GMO fungi. JD Phyto-Or 1% offers exceptional benefits, including improved skin elasticity, reduced wrinkles, and protection against oxidative stress-induced damage.

In the quest for ageless beauty, there is a growing emphasis on preventative skincare products. The minimalist approach, using one or two evidence-based multifunctional anti-ageing products, is gaining popularity. Retinol and Vitamin-C continue to be household names for anti-ageing ingredients.

The anti-ageing revolution challenges traditional beauty standards that prioritize youth over natural ageing. Skincare clinics are offering treatments tailored to mature consumers, featuring skincare-infused formulations and a more subdued to “well ageing”. This revolution extends beyond products; it aims to change the narrative around ageing, celebrating it as a phase of life rich with beauty and experience.

One of the most significant changes in the beauty industry is the rise of mature makeup. In the past, makeup was primarily marketed towards younger consumers, with anti-ageing products taking a back seat. However, in recent years, there has been a shift towards developing makeup products tailored to the needs of mature skin. Many of these products feature natural ingredients and offer anti-ageing benefits, providing a more holistic approach to beauty.

In addition to makeup, skincare for mature skin is also evolving. For example, many skincare products now feature ingredients like retinol, which can help to promote collagen production and reduce the appearance of fine lines and wrinkles. Other ingredients, like Vitamin C, can help to brighten the complexion and reduce the appearance of age spots. Many of these ingredients are derived from natural sources, providing a safer and more effective alternative to traditional anti-ageing products.

Another key trend in anti-ageing beauty is the use of hybrid applications. Hybrid applications refer to products that combine multiple benefits into one, providing consumers with a convenient and cost-effective skincare routine. For example, a moisturizer with SPF protection and anti-ageing benefits is a popular hybrid product. These types of products are especially attractive to busy consumers who want to simplify their skincare routine without sacrificing efficacy.

The beauty industry’s focus on natural ingredients, multifunctional products, and preventative skincare has led to a more inclusive and holistic approach to beauty. The celebration of ageing and the promotion of ageless beauty has created a more diverse and accepting beauty industry, one that caters to the needs of all consumers. As the industry continues to evolve, we can expect to see more innovation and growth in the world of anti-ageing beauty.

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As we set our sights on 2024, what cosmetic trends will continue to grow, and what new trends can we expect for the personal care industry? With so much in store, let’s delve straight in…

Current trends that will continue to grow

Undoubtedly, the biggest trend that will become a must for cosmetic brands to embrace in 2024 is true sustainability: make your cosmetic sustainability message transparent, with strong evidence and claims, and consider the whole of the supply chain. We have seen the consumer call for sustainable approaches across all industries in recent years; in 2024 it will become essential. Cosmetic brands simply must have sustainability statements and an eco-score, so start working on this now.

Scalp care will continue to be a strong player in the haircare sector. If your brand features haircare, then at least one or two scalp care serums, to support nourishing the hair from the root, will be an integral addition to your range. There are loads of active ingredients with outstanding efficacy data; consider adding scalp serums to combat dandruff, reduce the number of grey hairs, or reduce hair loss and boost volume.

Actives that support and balance the microbiome will continue to grow in number and choice; much like a healthy microbiome should! You can now get prebiotics to support a healthy microbiome for anti-acne, anti-ageing and even sensitive skin. Speak with your supplier and add a microbiome-focused cosmetic product to your existing range to keep up with this growing trend.

Another trend we’ve seen grow rapidly in recent years that is set to grow even further in 2024 is wholistic and conscious living. The continued popularity in health and food sectors means health, wellbeing and a wholistic approach to skincare will feature heavily in 2024 cosmetic product launches. This is mirrored by sustainable choices and includes vegan friendly cosmetic formulas for the skin and the hair.

Newer trends that will feature big in 2024

The science behind skincare has always been important – particularly with luxury or higher priced skincare offerings. While buzzwords such as peptides and vegan-friendly protein sources will continue to be popular, we’ll see newer science led technologies such as combating cell senescence, stem cells and epigenetics become featured more regularly. As part of this focus on skin science, and whilst embracing the needs of a globally ageing population, we will also see more non-surgical and injectable replacement cosmetic products get launched for anti-ageing solutions.

Biotechnology and biofermentation based actives will really come into their own in 2024. These approaches to create clinically proven actives not only yield naturally derived ingredients with low carbon footprints and waste (and therefore strong sustainability messages), they also support the science behind skincare validation consumers look for, and of course, yield great results. Need I say more? Speak with your suppliers about their biotechnology or fermented cosmetic ingredients to see which will feature best in your upcoming cosmetic formulas and developments.

The haircare sector will continue to expand. We’ve seen loads of launches in 2023 with a greater range of products to suit individual hair needs, and we’ll see even more offerings in 2024, with a strong focus on using plant based, vegan-friendly proteins and keratins. In 2024, the focus will move from simply styling to daily use repair haircare formulas, and we’ll see innovative product forms be launched into the haircare sector as part of this expansion in 2024.

An interesting area to watch is how brands will meet the demand for individual customisation, while at the same time, addressing consumer desires for greater inclusivity. While customisation to suit specific preferences has featured and grown heavily in recent years, we’ve now seen a strong shift toward inclusivity. Clever brands that can encompass both the inclusive approach (think: neutral packaging, aromas, marketing and generalised needs of a product category) with customisation (consider: clever dispensing methods of additional actives, sensory or colourants) will really get noticed in 2024.

Regulations such as the Modernisation of Cosmetic Regulation Act in USA (MoCRA) will impact cosmetic brands who are not prepared – especially those indie brands who aren’t properly equipped or not sure how the rules will apply to them. We’ll see an increasing focus on product safety from cosmetic regulators, and how this can be assured, which helps to not only protect consumers, but also helps reduce misleading and deceptive ‘scare tactics’ about otherwise perfectly safe cosmetic ingredients.

To boost ‘waterless’ claims where bars have not quite gained the desired consumer traction, in 2024 we’ll see ‘waterless’ product launches such as powders and concentrated formulas that can be conveniently mixed with water on application. We’ll see launches in the waterless category using these innovative application methods for both leave on and wash off skin and haircare products, as this reduces the carbon footprint of shipping water, supports the water conservation message, and of course, resonates with sustainability and the conscious consumer.

In recent years we’ve seen cosmetic brands rise to the call for ‘selfie-ready’ instant effect skincare and makeup – but in 2024 this will expand into the haircare sector with instant effect haircare launches. We’ll see easy application products to smooth the hair, enhance its shine, help protect and even control it, all with an emphasis on ‘instant’ results.

Last but by no means least, we’ll see more innovative cosmetic packaging launches. In recent years we’ve seen growth in recyclable and upcycled material choices, but in 2024 we’ll see a big increase in the number of cosmetic product launches with clever refillable packaging options. Speak with your packaging suppliers now and watch this space, it’s bound to be one of the most exciting areas of growth in 2024 and beyond!

2024: A year to focus on innovative research and development

As you can see, there are loads of exciting trends your cosmetic brand can take advantage of in 2024. Just remember to get in early with those innovative ideas, speak with your suppliers, attend in-cosmetics trade shows to really build your network and spark your imagination, and then it’s over to you to bring these concepts to life.

Happy formulating!

_________________________________________________________________

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Writing about trends is a fantastic thing. In my case, I have been writing about trends for more than 10 years for different portals and magazines, which is something that I quite enjoy, because it allows me to delve into different cultures, customs, insights, concepts, launches and geographies and also allows me be in contact with people from all over the world. Market trend analysis is the process of evaluating changes in consumption patterns in the industry. A trend is a supposed future development that potentially has a long-term effect on a selected industry or the market. Market trends depend largely on consumer preferences, needs and technological advances.

In my column this month, I want to discuss a topic that is very interesting in marketing and that is not commonly addressed in the trends and innovation portals of the cosmetic and beauty industry: the anti-trends.

According to ChatGPT, “anti-trends” or “counter trends” refer to movements or behaviors that go against the dominant or popular trends at a given time. These can manifest themselves in different areas, such as fashion, technology, beauty, culture, politics or any other area of ​​society. Anti-trends often emerge as a reaction to what is perceived as a norm or mainstream and seek to challenge or subvert those norms. Anti-trends often emerge as a form of individual expression, rebellion, or a desire to stand out from the crowd. They can be a way of challenging the status quo and promoting diversity of thought and action in society. However, it is also important to note that anti-trends can vary widely in their nature and motivations, and not all of them necessarily have a lasting or significant impact on culture or society at large. Anti-trends are an opposition to current trends. According to an article by ConSalud.es, the anti-trend is “the popularly declared trend of the previous year that collapsed and, furthermore, may have gone in a completely opposite direction”. In short, while a trend is a general direction in which something is developing, an anti-trend is an opposition to current trends. Next, let’s look at some of the most interesting anti-trends in our industry.

Extravaganza: While fresh-looking, natural-looking makeup has been a major trend (no-makeup makeup), some people choose to buck this trend and wear more eye-catching and creative makeup, such as bright eye shadows, extravagant eyeliners and striking lips.

Natural aging: Instead of turning to anti-wrinkle treatments or cosmetic procedures, some people embrace natural aging and are comfortable with the wrinkles and fine lines that come with age.

Natural, unplucked eyebrows: Contrary to the trend of perfectly defined and sculpted eyebrows, some people let their eyebrows grow naturally and without plucking them too much. Frida Kahlo would be a great promoter of this anti-trend in 2023.

Normcore: This trend is characterized by a minimalist and simple style, which is based on basic and timeless garments.

Anti-fast fashion: This trend focuses on responsible consumption and opposes the mass production of low-quality clothing.

Second-hand shopping: It is a form of responsible consumption that helps reduce the environmental impact of the fashion industry.

Fake freckles: Instead of hiding freckles with makeup, some people use makeup to create fake freckles on their face.

Gorpcore: This trend is one that tries to bring the most technical garments, sportingly speaking, closer to everyday style. From windbreakers, hiking shoes, mountain boots… Or inspiration from them. The nssgclub.com portal has published an interesting definition of this topic: Gorpcore is freedom, essentiality and comfort in terms of beauty. For example, a natural and sober makeup that simulates the effect of just getting out of bed. A light application of blush on the cheeks and nose to imitate the sun-kissed effect, bushy and soft eyebrows, outlined with a swipe of transparent gel, a natural-looking mascara and hydrated and soft lips. Essential, a sunscreen to face life outdoors.

The world of anti-trends is fascinating and we have a lot to understand, discover and apply. When asked if an anti-trend can become a trend, that is possible. The best example is inclusive beauty, since this trend promotes the beauty of all people, regardless of their race, gender, age or size. In cosmetics we began to see genderless product launches around 2016, first in fragrances and then in skincare. We can say that the first launches were an anti-trend because these products went against what society defined, that is, segmentation by gender and, in a certain way, exclusion. We witnessed the evolution from unisex to gender-free concepts. The first products under this concept marked a before and after. Now we are facing a great trend because we have understood that diverse beauty promotes the beauty of all people, regardless of their race, gender, age or size, being today one of the great drivers of innovation in concepts, marketing, positioning and biochemical mechanisms.

The glamor.es portal published recently an interesting note about this topic in which the author indicates: “¿Aren’t anti-trends or what they are called now, nothingcore, a trend in itself?”. The author also mentions that there are two ways in which a trend stops being a trend. The first has to do with unpopularity and the second with saturation: the pitcher goes to the fountain so much that in the end, it ends up breaking. There are trends that died of success!

Adriana Castañeda, in Bogotá, tells us that like everything in the universe has its opposite, a trend will always have an anti-trend so that there is a balance. The consumer is exposed to a lot of information and today chooses according to their customs, aspirations and environment, which leads us to think that an anti-trend can easily change quickly and become a reality for the market and the consumer. We must always be prepared to offer innovative alternatives at both extremes, always bringing inclusion and differentiation as a competitive advantage in such a changing environment.

Karen Young, in New York, comments: For every trend, however strong and influential, there’s definitely a counter trend. For every beauty brand with a 17-product regimen, there’s a brand touting simple basics. For every trend (in beauty or otherwise) incorporating technology, AI and AR, there’s a Luddite counterpart. For every head of dramatically colored hair (I’m looking at blue and yellow as I type), there’s someone abandoning color and celebrating the grey. This paradox feels even stronger today with no rules and no playbook for fashion, beauty or anything else.  Self-expression is the mantra of the day. Anything goes!  It’s liberating….most of the time!

Finally, I consider that some of the anti-trends in cosmetics will definitely be a trend because they reflect a change in the way people perceive beauty, which represents invaluable input to discover insights and develop products that have positive impacts on life. of consumers. Being inspired by anti-trends is also a good strategy to innovate.

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The global appetite for natural and organic cosmetics has grown rapidly, a trend that can be attributed to several factors, not least an increased awareness about the potential benefits of using natural and organic products and a growing desire for more sustainable options. In fact, the APAC region contributed significantly to this growth; according to the GlobalData Consumer Survey Q3 2019[1], over a third (39%) of consumers in the APAC region proactively sought products that contained only natural ingredients.

Fast-forward to now, and while the demand for natural and organic cosmetics remains strong, a focus also lies on “scientifically proven” ingredients – reflecting a growing demand for products that provide tangible benefits backed by research and evidence and a recognition that not all effective and safe ingredients are found in nature.

So, what are brands and suppliers experiencing?

The enduring allure of au naturale

In a world marked by rapid technological advancement, the allure of natural products remains steadfast. Consumers can be drawn to products that embody the simplicity and authenticity of nature while offering an enjoyable consumer experience, and companies have had no choice but to respond. L’Oréal, for example, has committed to ensuring 95% of the ingredients in its formulas will be from biobased sources, derived from abundant minerals or from circular processes by 2030.

Phillip Prather, COO of Down Under Enterprises, a specialist in traceable and sustainable Australian essential oils and botanicals, confirmed that they “are experiencing a significant increase in demand from personal care formulators for natural ingredients across all global markets.” Down Under Enterprises runs a regular survey of visitors to its site, and approximately “60% of these respondents cite their desire for natural ingredients in their new formulations”. When asked about their interest in natural ingredients, specifically essential oils, respondents cited factors including fragrance, functionality, marketing claims, and grower or ingredient storytelling.

As consumers are becoming more conscious of the ingredients they put on their skin, natural cosmetics can sometimes be perceived as having fewer harmful chemicals, artificial additives, and potential allergens. According to Technavio’s Natural Cosmetics Market by Type[2] report, there is an increasing consumer demand for “chemical-free” and environment-friendly, natural cosmetic products. The report discusses how the personal care industry as a whole is “undergoing a transformation” due to changing consumer perceptions and increased awareness of the products they use. It cites the demand for natural beauty products is rising in part due to the increased health consciousness among customers worldwide; issues such as skin irritations, skin allergies, hair loss, acne, dark marks, and other beauty-related problems have propelled the demand for organic beauty products.

Kilala Tilaar, CEO of Martha Tilaar Group, one of the largest cosmetics companies in Indonesia, described a particular growing demand for “naturally formulated” products amongst Millennials and Generation Zs. The company’s ‘post-Covid’ market research found 60% of these younger consumers chose natural cosmetics formulation over synthetic. Moreover, the power of social media has had a profound impact on shaping these trends and influencing consumer behaviour, amplifying ideas, beliefs and concepts via user-generated content.

Evidence-based beauty

While natural and organic ingredients remain high in popularity, there is a recognition that not all effective and safe ingredients are necessarily found in nature. Scientifically researched and tested ingredients, including synthetic compounds, peptides, vitamins, and advanced technologies, can offer these benefits in ways more effective than some natural ingredients.

According to Yuki Kinoshita at TriBeaute, developer and supplier of unique active ingredients for skincare, haircare and nutrition, synthetic ingredients stand strong when it comes to efficacy. “Synthetic ingredients have clear benefits in efficacy. For example, when it comes to specific skin or hair trouble, synthetic ingredients such as peptides are specifically designed to target trouble areas to see improvement.” However, she said while the cost of synthetic ingredients can be cheaper, it “depends on the raw material and manufacturing process.”

Weighing in on the situation is Zio Lee, Manager at CQV, a South Korean manufacturer of pearlescent effect pigments. He said while they expect to see synthetic ingredients being used less widely in the future, they noted that “natural ingredients [are] generally more expensive” than their synthetic counterparts. Currently, the cost of natural ingredients is somewhat higher than synthetic ones. But as the demand for natural ingredients continues, the supply chain will continue to improve processes, increasing cheaper natural ingredients for the industry.

Nature vs nurture

It is clear from consumer trends that the APAC industry will see a rise in use of natural ingredients, particularly as consumers continue to prioritise sustainability and ethical considerations in their purchasing decisions. However, it’s important to note that this won’t be a complete shift away from synthetic beauty products, but rather a recognition that a balanced approach incorporating both scientifically proven and naturally derived ingredients can provide a wider range of effective options for consumers.

“[Synthetic ingredients] will still have a role to play in cosmetics,” said Prather. “[But] they will need to step up their game in the area of sustainability credentials, and greenhouse gas (GHG) footprint validation. Manufacturers need sustainability information about their ingredients, [and] if natural ingredient suppliers cannot provide this, manufacturers will need to look elsewhere.”

[1] https://www.globaldata.com/media/consumer/39-apac-consumers-looking-for-natural-and-clean-ingredients-in-beauty-products-says-globaldata/

[2] https://www.prnewswire.com/news-releases/64-of-growth-to-originate-from-apac-for-natural-cosmetics-market-consumer-demand-for-chemical-free–environment-friendly-natural-cosmetics-products-to-boost-market-growth–17000-technavio-reports-301442300.html

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BROWSE SHOWSThe post Natural vs synthetic ingredients – trends in the APAC cosmetics industry first appeared on in-cosmetics Connect.]]> https://connect.in-cosmetics.com/articles/natural-vs-synthetic-ingredients-trends-in-the-apac-cosmetics-industry/feed/ 0 20766 https://connect.in-cosmetics.com/articles/trendsinthailand-and-beyond/ https://connect.in-cosmetics.com/articles/trendsinthailand-and-beyond/#respond Tue, 27 Jun 2023 10:21:19 +0000 https://connect.in-cosmetics.com/?p=19996 The secrets behind Thailand’s booming skincare sector A look at some of the ground-breaking ingredients and finished products taking the market by storm Thailand is firmly established as a leading player in the cosmetics and personal care industry in Southeast Asia. Its rapidly growing market is valued at US$5.42bn, with a projected CAGR of 5.4% […]