Anti-pollution claims give way to some of the biggest differences between the regions because they give way to different types of pollution concerns, as well as tapping variances in cosmetic and personal care consumer habits.
Most commonly those claims include fighting the effects of UV radiation, environmental agressors that include air and light pollution, or even stress caused by city life.
“Anti-pollution products usually carry varying claims like cleaning, restoring and strengthening the skin barrier while boosting its own antioxidant activity and protecting from UV rays,” said Maria Coronado Robles, ingredient analyst at Euromonitor International.
“New claims such as ‘mimic the natural hydration and protection mechanisms of plants’ are now in vogue and co-exist with more traditional ones like organic, natural, free-from, sustainably sourced and environmentally friendly.”
But drilling down deeper, differences in skin and hair types according to ethnicity, variances in pollutants and both seasonal and weather patterns can all have huge bearings on the type of products consumers seek out.
“In Eastern markets products are relatively more focused on hydration, deep cleansing, whitening and brightening claims that fight hyperpigmentation. In the West antioxidants and vitamin fortified products with anti-aging and anti-inflammatory claims in skin care products and detox claims in personal care products are very popular,” Coronado Robles said.
The product offerings in the skin care category
Euromonitor has been closely following the product offerings in the category, which is being defined by increasingly sophisticated brands and a broader selection.
In the skin care market, Coronado Robles notes examples such as Clarins Hydra-Essential – which has innovative hydration properties and Declear’s Hydro Floral antipollution range, which mimics the hydration process found in plants.
“The Parisian skincare line Darphin has launched Central Environmental Lightweight Shield SPF50 with UVA/UVB minerals filters claiming to protect sensitive skins against pollution and Dermatologica has recently launched its Daily Superfoliant containing activated charcoal and antioxidant ingredients,” said Coronado Robles.
“In the East, Wei Beauty which launched in 2016 the Golden Root Multi-Action Anti-Pollution Mist with "Anti-Ozonate" complex which reacts with ozone to form water before ozone can reach the skin, is now launching its new anti-pollution skin care solution, an ultra-fine Refreshing Mist with golden root, fumaric acid and lemon extract which provides protection and nutrients for the skin.”
Skin damage due to pollution and other environmental hazards is the biggest problem that consumers want to address, but Coronado Robles points out that the reasons actual reasons for seeking out anti-pollution products differ significantly between consumers in the West and Asia, with consumers in countries with high rates of pollution, seeking out products that address health-related concerns, whereas Western Consumers are more concerned by premature skin aging.
What hair care anti-pollution products look like
Although hair care offerings are smaller in number, highly targeted and effective ingredients are helping to raise the bar on the types of product offerings.
“In the hair care segment, Clairol has recently launched the Herbal Essences Daily Detox collection containing plant extracts that detoxify the hair from pollutants and CavinKare’s, the leading premium Indian hair care brand Nyle Naturals, has launched a new range of Nyle Shampoo with water lily, aloe vera and amla to fight against dust and pollution,” said Coronado Robles.
The future of the anti-pollution trend
In 2017 the market for anti-pollution cosmetic and personal care products is expected to show strong growth worldwide, but the biggest change is likely to be the type of products that are on offer, with an increasing selection of highly targeted products addressing more and more specific issues, including specific areas of the body such as neck, hands and nails, while products will also target specific types of pollution, including anti-PM, anti-ozone or anti-NOx or even bath soaps that clean the skin from pollutants.
This development has already been seen in Asia on a relatively large scale, but in Europe and The Americas, the diversity of anti-pollution product offerings is expected to boom in the next few years.
"There is still plenty of room for innovation to discover and develop novel ingredients that effectively protect against pollution. Besides plant extracts and vitamins, there is also potential for other ingredients from nature," said Coronado Robles.
"Bio-ingredients that mimic the natural environmental protection mechanisms of plants and topical probiotic ingredients able to neutralise free radicals and to restore the skin natural barrier could penetrate into this category.
"The trend could also merge in the short to medium term with beauty supplements and wearables. We can expect beauty drinks rich in antioxidants carrying detox claims that protect us from environmental stressors and even anti-pollution smart devices similar to the recently launched UV patches that monitor the pollution levels and educates consumers about the importance of pollution protection."
For further information from Euromonitor International relating to the formulation trends highlighted in this article, please click here.