Routines and rituals: There’s a ‘good opportunity’ to connect beauty and immunity, says Mintel

Routines and rituals: There’s a ‘good opportunity’ to connect beauty and immunity, says Mintel

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As interest in wellbeing and holistic health across beauty continued to soar worldwide, the spotlight had now started to shift more specifically to immunity. And the ongoing COVID-19 pandemic had been a key trigger behind this fresh focus, said Andrew McDougall, associate director of global beauty and personal care at Mintel.

Speaking as the keynote at CosmeticsDesign’s Immunity & Beauty​ webinar​ this week – part of NutraIngredients’ Immunity Broadcast Series that was now available to watch on-demand​ – McDougall said: “Because of the COVID-19 outbreak, this has reinforced the importance of having a healthy immune system for a number of consumers, as staying healthy has been the focus for the last year. And so, products that effectively communicate that and how they can support the immune system health will ultimately capture consumers’ attention.”

And whilst plenty of immunity innovation had happened in food, beverages and supplements, he said there were clear opportunities to incorporate active ingredients into beauty and personal care products too as consumers looked for “holistic ways”​ to look after mental and physical health.

Holistic wellness routines in beauty – relaxation, sleep and protection

McDougall said there were some key areas in beauty that could be targeted to address this rising holistic wellness interest. Products that helped beauty consumers relax and sleep better, for example, or products designed to protect had proven especially popular in recent years and would continue to prove popular, he said. And according to Mintel data, 34% of Spanish consumers were interested in beauty and personal care products that helped them relax and 60% of US consumers took a preventative approach to beauty and skin care.

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