Air diffusers making skin care claims? Sanatio Naturalis launch

By Lucy Whitehouse

- Last updated on GMT

Air diffusers making skin care claims? Sanatio Naturalis launch
Sanatio Naturalis has launched two new Ultrasonic Aroma-Diffusers for air clarity and skin hydration, tapping into the rising trend of holistic wellness and its potential for personal care.

Rather than a traditional skin care application, the launch of aroma diffusers with skin care benefits claims suggests brands are looking at new and inventive ways to offer consumers an all-round wellness experience in personal care.

The Ultrasonic Aroma-Diffusers adds a “gentle aromatic mist to hydrate your environment and uplift you”, according to the company, and offers a “non-toxic way to hydrate your environment as well as fragrance your home or office.”

Health and wellness: trend focus

According to Euromonitor​, there is a resurgence being seen in skin care, with the segment expanding by 6% in value in 2017. This is its highest jump since pre-recession years, according to the firm.

One of the leading drivers in this has been the rising consumer demand for wellness related products.

Indeed, linked closely with the rise of the clean eating trend, wellness in beauty is becoming something of craze, tied closeless to the clean beauty, organic, natural and vegan trends.

Speaking of this shift, Irina Barbalova, beauty and personal care global lead at Euromonitor International, recently explained the drivers behind it.

"A number of factors fuelled this, including the rising shift towards prevention and prioritisation of healthy skin maintenance in line with the pursuit of healthier lifestyles, which reflected in positive category growth for sun protection, cleansers, facial masks and facial moisturisers, as well as a softer pro-age and health-aligned narrative in anti-agers, which in turn doubled their premium sales growth to an impressive 10% globally,”​ she explained.

“This new ‘wellness’ positioning in skin care boosted further adoption levels among the young who are not concerned with anti-ageing properties as such, but more and more with prevention and health, as well as increased spending among the age-agnostic generation X and Baby Boomers, who are drawn to the more benefit-focused and result-driven claims over age-defined labelling of yesteryears​."

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