Targeting a diverse customer base has never been more important, with better connected millennials driving the push for more representative beauty and companies that offer authentic approaches to embracing diversity.
This article examines the efforts being made at the supplier and manufacturer level of the supply chain. Find our article on brands and finished product players leading in this space tomorrow.
Niche markets: tattooed skin
One example of a niche consumer group seeing ingredients launched to cater to their needs include tattooed consumers: Evonik and Rahn are two players who have ingredients in their portfolios aimed at after-inking skin care.
According to Rahn, this is set to be a rising trend, with 38% of millennials (18 – 29 years old) now having a tattoo, and this expected to grow.
When it comes to halal beauty and personal care, DSM is a clear industry leader: earlier this year the specialty chemicals player received halal certification for the majority of its personal care ingredients.
“To meet the needs of customers seeking to highlight halal claims on their packaging, DSM plans to continue to expand its portfolio of halal-certified ingredients,” explains the company.
Whether other players are set to follow this example to tap into the rising demand for halal beauty remains to be seen: it’s a trend we’re keeping an eye out for.
Hair care focus
Several ingredients manufacturers have made steps into catering for specific consumer groups in recent years.
Hair care offers a clear example of this. KeraSym™ Shape by Symrise is dedicated to curly hair, with anti-frizz properties. It decreases the volume and hair breakage and defines the curls, the company claims.
Beraca’s pequi oil hair smoothing ingredient is also aimed specifically at curly hair. The fatty element of which adheres to the hair and forms a protective film around the hair shaft, helping to restore its oleic content and prevent water loss.
Firmenich is one ingredients player taking the consumer and political scrutiny regarding gender equality in a corporate setting seriously.
Just last month, the Swiss company renewed its pledge to achieve company-wide pay parity, announcing its commitment to becoming a 100% certified gender equality player in 2018.