According to Datamonitor Consumer, make-up, eye care and sunscreen tapping into the anti-pollution trend all show promise going forward with claims offering potential for personal care innovation, particularly when marketing to consumers in cities.
“To take advantage of this, manufacturers should introduce these novel anti-pollution functions through familiar innovations, like multifunctional creams, and communicate their benefits with clear on-pack claims,” says Aleksandrina Yotova, researcher at the market intelligence firm.
“Consumers are expected to keep on looking for advanced formulations with natural extracts and be increasingly open to innovation outside the traditional skin and hair care categories.”
It is no great secret that pollution harms health and also damages skin, and for those in more built up areas and cities, this problem is worse as the air pollution is worse.
In simpler terms, look around the city, if you see buildings turning grey it is because they are suffocated by the air pollution. It is no giant leap to suggest that likewise, if skin looks dull then it could be down to being attacked every day by an increasingly polluted environment.
It is suffocated by pollutants from exhaust fumes, industrial smoke, tobacco, air conditioning and the ozone, which leaves skin weakened, dehydrated, losing its radiance and ageing quicker.
As awareness of the effects of pollution increases, there have been more product launches targeting this demand and using language that appeals to those living urbanised lifestyles. As the number of people living urbanised lifestyles increases, so too does the desire to protect against pollution.
One such brand tapping into this trend is Clarins, which even has its own range of ‘anti-pollution plants’, containing succory dock-cress, white tea, and moringa.
“Pioneers against the harmful effects of the environment, the Clarins Laboratories have developed an exclusive anti-pollution protective complex inspired by plants' ability to adapt to their habitat's climates and living conditions,” says Caroline Debbasch, Director of Scientific Communication.
On top of products target the anti-pollution terminology, Clarins also states that it seeks to limit its contribution to the pollution problem.
“Clarins assesses the environmental and social performance of its products at each step in their development in order to reduce their impact,” says the company.
And it is not the only brand to be tapping into the anti-pollution trend as a whole host of brands in the West have launched products in the skin and hair care fields over the past year.
“Cosmetics manufacturers are turning to a range of ingredients to fight pollution’s negative effects: plant extracts are especially popular due to consumers’ current high demand for natural formulations,” comments Aleksandrina Yotova.
“Some examples are white and green tea, moringa, and acai berry, all of which claim to offer different functional benefits.”