Hydration: A rich space for innovation
We’ve been talking to our custom-built, private online community, The Beauty Connection, about key themes we’ve identified and want to explore in depth. When we asked this global panel of beauty insiders for their views on hydration, two things immediately became clear: hydration is perceived as the key to beautiful and healthy skin everywhere, and Asia is way ahead of the Western world when it comes to hydration.
However, although there’s a clear story around hydration in Asia that is beginning to be heard in the Western world too, the science behind hydration and moisturization continues to give rise to confusion, even among beauty experts. So what should consumers expect from hydrating products?
Holistic hydration is a two-way process with multiple benefits
Hydrated skin is plump, glowing and looks younger and healthier. Good hydration brings multiple benefits, such as breakout prevention, as well as combating dryness and increasing resilience to external aggressors.
Hydration from the inside, i.e. drinking plenty of water, is essential. It keeps the whole body happy, including its biggest organ, the skin. But a holistic approach to hydration also exploits the skin’s ability to lock in topically applied moisture.
Quick fix or lasting solution?
Feedback from our beauty experts confirmed that many people still believe hydration can only provide a temporary fix for a permanent condition. Compelling narratives around deep, sustained hydration are still lacking and the widespread consumer need for a lasting solution is as yet unmet. Hence there is a real opportunity for brands to expand into this space by bringing out more potent hydration products, as well as products that leverage the power of hydration to solve other skin concerns such as anti-aging.
This is where DSM’s powerful specialized hydration ingredient PENTAVITIN® comes in. Its intelligent hydration system initially acts as a moisture magnet, instantly trapping moisture in the skin. Then, it balances the natural moisture factors in the skin to maintain hydration for up to 72 hours, banishing dry skin and keeping it at bay.
And the icing on the cake? PENTAVITIN® is Ecocert- and Natrue-certified.