In a digital age that is becoming increasingly visual, skin care is more of a priority than ever. Social media puts people’s skin on display, and creates an open dialogue for consumers to tell brand owners what they want. Their feedback is coming in loud and clear, and the following are the top trends driving skin care today.
 
Skin is In – The New Calling Card
Today, there are thousands of apps and social media platforms that rely on images and video, such as Instagram, Snapchat and Vine. In fact, according to a Pew Research Center study, Instagram, an online mobile photo-sharing, video-sharing and social networking service, is the fastest-growing social site globally, increasing its active user base by 23% in the latter half of 2013[1]. We live in an age where people stay in touch by posting and sending pictures or videos of themselves, ultimately creating a bigger concern about image.
 
With so much focus on appearance, consumer demand has increased for anti-aging and anti-wrinkle skin care products that will help them stay looking their best. Before resorting to extremes like cosmetic surgery, people are looking to a variety of skin care solutions, such as face washes, moisturizers, serums, masks and acne treatments, to take years off of their complexion. This industry is constantly working on the next product that can help prevent or repair aging signs because everyone wants to put their best face forward.
 
And people expect results, fast. With digital and social media, consumers can readily reach out to brand owners to get clinical data on how the products they use will give them the appearance they crave. Providing those measureable results has become a way for brand owners to win consumer confidence. Working for a major supplier to the personal care industry, I know that a major role we play is to provide the full scientific backdrop for our technologies. This gives formulators the data and expertise they need to achieve the desired results found in the label claim.  When formulators use our ingredients to deliver a solution, it becomes more than simply solving a problem, but becomes a process of creating skin care breakthroughs with differences that the consumer can quickly see and feel.
 
Doing Double Duty
While anti-aging is a top benefit, consumers also want their products to do more than one job—expecting skin care solutions to keep them beautiful, protect them from the sun and of course keep their skin healthy. In fact, a recent study by Mintel states that 74% of US consumers are interested in anti-aging facial skin care products that contain SPF[2].
 
According to recent research the main drivers for demand of multifunctional skin care products is time and cost[3]. This is not surprising as consumer behaviors have consistently demanded products that help them either save money, save time or save peace of mind. As technology advances, multifunctional skin care products perform better and as a result the demand for products with multifunctional benefits that save the consumer money, time and peace of mind, increases as well. However, the constant drive to quickly innovate and deliver such products often comes at a greater cost when initial product offerings do not fulfill the label claim. As a result, consumers become weary of trial purchases and often end up with their very own “dead drawer” of trial purchased products that failed to live up to the label claim. This graveyard of nearly untouched products represents lost dollars to the consumer and a loss of consumer confidence to the supplier. With consumers constantly on the hunt for the best product that can meet all of their needs, trusted brands become even more important as does the price. The good news is that with a multifunctional skin care product, the cost savings is easier to validate as the consumer is receiving multiple benefits from a single product and conceptually this would lead to the need for less products overall. This leads to asking the consumer “Why use three products when you can get all of the benefits you want from one?” As the skin care market grows with it is the shift in products that are offering more than their chief purpose, such as integrating additional benefits like SPF, wrinkle smoothing and other properties.
 
For example, the rise of tinted moisturizers with SPF and the boom in popularity of BB creams and CC creams is attributed to the rise in demand for multifunctional products that both nourish and protect. Having a do-it-all product that provides multiple healthy benefits is enticing for consumers, especially in this on-the-go world.
 
Eco-what?
While consumers want skin care to pack on performance and provide multiple benefits, they are also expressing the desire for products that are less impactful on the environment. This includes reducing the overall environmental footprint of the product while maximizing resource efficiencies and further driving multifunctional product benefits. Additionally the digital age has made it easy for people to share their preference for more sustainable ingredients and create a dialogue about what they demand from different ingredients. 
 
However, labels can be deceiving, and a product that features “all natural,” “eco-friendly,” or “sustainable ingredients” on a label doesn’t necessarily mean that it’s better than a product without similar claims. For example, there have been advancements in sensorial modifiers that allow skin care products to achieve a luxurious feeling without silicones. While the sensorial modifier is not natural, it is a more eco-friendly option than silicones. This underscores the importance of educating consumers on the numerous approaches to creating a more sustainable product – this includes using more sustainable ingredients, reducing waste during production and demonstrating corporate social responsibility.
 
One approach to meeting green label requirements is removing essential formulation building blocks. While that may allow the product to be less synthetic, it can also sacrifice product performance. Low performing products won’t satisfy consumer demand for products with increasing multifunctional benefits. Striking a balance between more sustainable ingredients and maintaining product performance while staying at a price point that shoppers accept will be an ongoing challenge for the industry.
 
Made for Men
The rising number of men around the world who are using skin care products has led to the increasing consumer demand for more options. In fact, the beauty and personal care market targeting men has grown more than 70% from 2007 to 2013[4]. Now, why is that? Well, as social media has made society much more appearance-conscious, we have seen a cultural shift in men taking a greater interest in their skin care routines. An interesting infographic by Videology shows that men 18-24 are relying on online reviews and blogs to find out about new grooming products[5]. As the male skin care options increase, social media will also continue to play a huge role in how to educate consumers on product performance.
 
Taking care of one’s personal hygiene and skin is now a habit for everybody, with specific products to cater to their needs. You may have noticed in your local big box and beauty supply stores that more aisle space is dedicated to men-only skin care and grooming needs, and this trend won’t slow down anytime soon. Gone are the days of a man not being considered “macho” because he spends time on his appearance. Looking and feeling good is fast becoming a priority for everyone.
 
The focus social media brings to one’s appearance has now made skin care a top priority for consumers. Everyone is looking for a way to a “better you.” Through advanced skin care science, Dow is delivering polymers, sensorial modifiers, suspension aids and numerous other innovations to help brand owners create products that meet consumer desires for skin care solutions that provide anti-aging, multifunctional and sustainability benefits.