Exclusive interview

Supplier efficacy data drives anti-pollution claims

Supplier efficacy data drives anti-pollution claims

With anti-pollution brands focusing on new stories to generate brand and product interest, we asked Belinda Carli, Director, Institute of Personal Care Science, how pollutant-protection research and claims are changing.

Achieving accuracy

As protection from pollution is such a prominent concern of consumer skin care markets, brands “rely strongly on the supplier efficacy data” to ensure their anti-pollutant claims placed on all packaging and labelling is both accurate and provides consumers with adequate solutions.

The R&D and formulation process for anti-pollution production is, however, no more extensive than any other active material: “There is not much testing done on anti-pollution finished products as they rely heavily on supplier efficacy data.”

The big company divide

“Many other cosmeceutical products also rely on supplier efficacy data”, Carli went on to say, although larger, leading brands may also test other actives to evaluate their performance as part of this process, whereas small brands will typically only focus on gathering this supplier efficacy data.

While these stages take place before items enter the marketplace, this preparation does not impact entry opportunities  

“A brand can use supplier data, but they should still conduct at least small consumer tests to ensure consumers are happy with its performance,” Carli added

Despite this being the ideal course of action, Carli highlights how “that’s not to say they do” carry out these processes, which may impact their success, as a result.

Urban drive

Market intelligence provider, Euromonitor International indicates that cities including New Delhi and Bangalore in India,  Shanghai and Beijing in China, and Karachi in Pakistan are some of the most polluted cities in the world.

“Visual smog lines, the desire to have purer looking skin, large populations in polluted areas and lack of government actions to reduce pollution” are leading the growth of this sector in urban cities, Carli went on to say.

Pollutant-free skin?

Future product development is set to revolve around sophisticated and developed stories that specify anti-pollution aims plus other benefits, such as anti-pollution and anti-ageing to protect consumers from pollution-induced damage.

While anti-pollution products are showing signs of saturation, clever marketing messaging that focus on the multifunctional placement of anti-pollution products still have opportunities, Carli stresses.

Stories may also centre on the anti-pollution of ‘life’ to affirm the importance of reducing stress, and other environmental factors such as anti-pollution plus UV protection or anti-ageing spots.

‘Detox’ stories are also increasing in frequency in the market. These strive to affirm how pollutant protection ranges have reversed skin damage to strengthen the importance of skin protection against pollution, rather than simply inhibited the deposition of particles.

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