Online Exclusives

Pausing the Clock

By Melissa Meisel, Associate Editor | December 9, 2013

Physicians Formula widens its customer base with a line for mature skin.

Women are no longer satisfied with skin care products that merely target wrinkles. They want anti-aging solutions that target all signs of aging, including uneven skin tone, hyperpigmentation, dark spots, dryness, sun damage and more. And, as time and money never seem to be in abundance, when it comes to facial skin care needs, the majority of Americans seek multifunctional products to tackle several skin care essentials quickly and without draining the bank. Recent findings from Mintel show that 42% of consumers seek products with multiple benefits and 37% say they only purchase products from brands they trust.

 
“The facial skin care category is expected to see an uptick in growth thanks to improving economic conditions and emerging segments,” said Shannon Romanowski, beauty and personal care analyst at Mintel. “Consumers are gravitating toward multifunctional products that allow them to get more benefits while saving them both time and money. The idea of improving skin texture is resonating across all age groups, indicating a growth opportunity for the category. Improving skin texture speaks to women and men alike, as the idea of a more perfect and flawless complexion is broadly appealing.”
 
Enter Physicians Formula. The mineral-based beauty brand that was acquired by Markwins last year recently bulked up its skin care portfolio with a collection targeting a specific niche of women—the 50-plus set. Exclusive to Ulta stores and online at http://www.physiciansformulaskincare.com, the Physicians Formula Cosmeceutical Hormonal Aging collection features hormone-mimicking skin care ingredients like phyto-estrogen complexes, phyto complex endorphins and peptides, along with neurocosmetics that offer psychological benefits for hormonal changes in the skin. Products vary from a brightening salve to a lifting serum.
 
“There is growing consumer demand for specialized, targeted anti-aging skin care products which feature sophisticated, leading edge technology,” noted Ingrid Jackel, CEO, Physicians Formula. “In anticipation of highly efficacious products that create dermatologist-like results for specific aging skin issues, the demand for targeted products—for example, dark spots, uneven skin tone, expression lines—is growing. Youthful skin has a bright, radiant texture, which women want to recapture as their skin ages. Whether as a specialized treatment product or incorporated into a multi-tasking skin care product, this benefit is highly desirable.”
  
Based on the premise of “if you feel good, you look good”, neurocosmeceuticals are becoming an increasingly popular choice among formulators, added Jackel. She explained, “Phytoendorphins that support a feeling of wellbeing, as well as synthetic pheromones, are found in many popular body products, and can also be found in Physicians Formula Happy Booster and Sexy Booster cosmetics as well as the Hormonal Aging skin care line.”
 
The aforementioned “Booster” beauty products merge color cosmetics and skin care. The new Happy Booster Glow & Mood-Boosting Illuminating Bronzing Veil is said to provide radiance inside and out. As part of Happy Booster’s groundbreaking color collection, this Illuminating Bronzing Veil combines visual therapy, textural therapy and aromatherapy to deliver a sensorial experience. Happy Boost blend includes “Happy Skin,” derived from Arctic rose and mimics the effect of endorphins; euphoryl, rich in omega-3 and a known anti-depressant; and a mood-enhancing fragrance, a blend of fresh violet floral and citrus notes that help invigorate one’s emotional wellbeing, according to the company.
 
The brand also recently rolled out a line of Super BB products in forms of concealer, press powder and a classic BB crème with an SPF 30, of course, as “simple, easy to use, multifunctional products that target all key signs of aging is a top trend,” noted Jackel. “This is demonstrated through the success of the all-in-one BB and CC creams.”
 
According to the Physicians Formula CEO, cosmeceuticals are still on the rise and will continue to soar in sales into 2014 by the rule of supply and demand. She told Happi, “Savvy skin care consumers will continue to seek out the ‘latest and greatest’ products to turn back time, which will continue to drive the development of new sophisticated, cosmeceutical ingredients to increase product efficacy.”
 
Next up for 2014 include “skinnovations” such as a spot-reducing concealer and foundation as well as a “100% natural” CC cream with 70% organic ingredients.
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