3. Getting the ingredients right
As you know, getting the ingredients right is very important to have a winning formula.
More specialised dermacosmetic-focused innovations have created real market differentiation. The impact of COVID-19 continues to drive wellness, protective and affordable innovation, particularly in Europe. Wellness innovations have seen the use of creative yet natural aromatherapy techniques and comforting ingredients such as warm milk to enable restful sleep. In an interesting development for the market, innovations are also taking into consideration parents’ wellbeing as well as that of their children. Below we list some brands and ingredients tapping into this.
Dove’s Calming Nights is a great example focusing on aiding sleep and relaxation. Thanks to the scent of warm milk (dairy-free) and chamomile, which supports that.
Oat-based formulas are great for sensitive skin. Branded and private labels are seeing the real potential of oat-based innovations offering protection and sensitive skin suitability. Key territories showing growth include North and Latin America. Some of the best examples of brands pushing the boundaries of innovation in the sector demonstrate a true understanding of both the needs of parent and baby, offering reassurance through their soft and gentle formulations and natural ingredients.
Baby Balance is UniQ Cosmetic’s first baby BPC brand that focuses on boosting skin immunity. It uses prebiotics, biolipids, naturally fermented oats, natural emollients (sunflower and olive oils), panthenol and extracts of medicinal herbs (chamomile, calendula and lavender) to enhance skin’s immunity and maintain a healthy skin microbiome. The premise is that a strengthened skin microbiome helps protect against adverse environmental influences.
Another interesting ingredient is amino acids for more protection. The Baby Secret Amino Acids brand launched a new baby hand soap formulated with amino acids to protect skin from external aggressors, to wash away impurities, and to soothe and clear eczema, mosquito bite spots and other blemishes on baby’s skin ‘from the first day.
To be successful and to win the trust of consumers, brands need to be open about the capabilities of immune-supporting topical skincare products to inspire and build confidence.