SYN-STAR® -an innovation based on existing patented peptide technology – showed, for the first time, a global anti-ageing and mattifying effect in a study on three different skin tones.
The past 20 years have seen major changes: Thanks to rising education levels in emerging markets and improving employment conditions, more and more women around the world have a greater discretionary spending power.1 On a macro-economic level, new countries, such as Japan and South Korea, are beginning to surface as role models and influence lifestyles and tastes in food, music, fashion and beauty. And on a socio-demographic level, the number of people in the world aged 60 and over has risen exponentially. By 2030, this figure is expected to be double what it was in 2000.2 Aging populations are particularly noticeable in the West, but at the other end of the spectrum, Millennials (born after 1980) now make up the largest proportion of the population in some countries.
Most importantly, there has been a shift in attitude–younger generations have diverse perceptions of the world. Gone is the standardized definition of success. In posts from beauty and style brands on social media, the focus is shifting toward more respect for the individual. Nobody should feel restricted by age, gender or ethnic background: Consumers are looking for unique, customized products and services that maximize their strengths.
This is where diversity comes in. While multiculturalism is nothing new, minority groups have shifted from being overlooked to having major consumer clout. Diversity, however, is so much more than skin color – gender, sexual orientation, lifestyle, individual needs of skin, sun and hair care products, and life choices also matter.
Discover our six trend expressions helping you identifying the unmet needs of these consumers groups.
Post-demographic expectations towards brands to take into account the wide diversity of consumers.
DSM’s Bi My Buddy sunscreen formulation concept – inspired by men for men
Studies show that men are less likely than women to connect with skin melanoma awareness and prevention campaigns. We at DSM wanted to investigate the barriers men face when buying sunscreen to understand their perspective and develop appropriate solutions. Therefore, we set up focus groups in four regions with men who use personal care cosmetic products but no SPF protection. Read more about the insights we generated and the solutions we propose to make men safer under the sun here >
Demand for anti-aging ingredients among Chinese consumers stays strong
The aging population is growing globally, with China in the lead: according to Euromonitor, China alone will experience an addition of almost 90 million people aged 65+ by 2030, about the same size as the population of Germany. Another strong signal of increased consumer awareness towards anti-aging comes from the sun care segment. In recent years, promoted by cosmetics KOLs or mass media, UV protection was positioned to be the very first step in aging prevention. To support brands, we’ve prepared a total solution for anti-aging covering the sun care, skin care and hair care applications and as well different age groups with regard to skin care concerns and the underlying emotions. Learn more here >
Illuminating diverse skin care needs
While overall trends in skin care products are constantly changing, the desire for radiant, glowing skin is always “en vogue”. However, our in-depth consumer research revealed that the universal and timeless desire for glowing skin is subject to significant regional nuances. Discover DSM’s Skin Glow Day & Night formulation concept blending a variety of multifunctional personal care ingredients that enable everyone to maximize the power of their skin’s beauty from within. More here >
Understanding the fast-growing halal personal care beauty market
Halal isn’t just about food and drink, it covers all matters of day-to-day living and is an attitude of doing something good for human beings. Halal-certification reassures Muslim consumers that the products they use are natural, pure and hygienically manufactured, and animal-cruelty free. As part of our commitment to inclusion and transparency, the majority of DSM’s personal care ingredient portfolio is now certified as halal, as is our corresponding manufacturing facility. Learn more here >
The growth of male grooming in personal care
Male grooming’ has expanded in recent years since it has been more acceptable for men to openly use and discuss cosmetic products and tools to help them look their best. Discover our range of inspirational personal care formulations, across various product forms and application areas, that help men look good, but contribute to beauty care routines that help make them feel great! More here >
Dare to change your hair care routine!
Hair reflects how we feel about ourselves and how we want others to see us. DSM's European Hair Study1 found that women often change their hairstyle when facing major life changes. But change can be daunting and people tend to stick to what they know to hold onto a feeling of control. Find out how our TILAMAR® polymer range and formulation concepts provide both reassurance and inspiration, striking an ideal balance between reliability and freedom. >
The world is changing, and so is your consumer
Not only are new populations and markets gaining access to more and more health and beauty products, but established markets are getting to increase more ethnically diverse.
To adapt we must not only understand the physiology of skin and hair types but to meet the needs of everyone, we have to understand their customers, cultural history, environments and relationships with beauty. Check out our solutions and ingredients here >
The next frontier for personalization? Consumers primed by smart objects and responsive physical spaces – and accustomed to the ultra-convenience of subscriptions – will increasingly expect relevance as a service. That means products, services and experiences that constantly adapt around the changing needs of the user.
Double duty personal care ingredients - too good to be true?
Again and again our bloggers tell us they want to know how their products work and are not ready to accept claims without substantiation. This is doubly true of dual action products. Not only must the claims for them be substantiated, but the added value of the duality must also be apparent and the link between the two actions recognizable. This applies especially when a single personal care ingredient claims two distinct skin care benefits, as in the case of DSM’s skin care ingredient BEAUACTIVE®. More about this dual action skin care ingredient here >
CC cream for skin care
In today’s fast-paced world, everyone needs to multi-task. And not only people – the products they use need to be versatile too. Cosmetic formulations are now increasingly offering multiple benefits – a skin care approach that originated in Asia and is rapidly becoming popular all over the globe. DSM offers CC skin care formulations that combine reliable, versatile sun protection ingredients from our PARSOL® range with highly effective skin care bioactives – download them here >
As the latest generation of mature consumers is more healthy, active, and playful than ever before, age is no longer an accurate lifestyle descriptor. Consumers believe you can do whatever you want at any age, so concepts such as down-aging, age-blurring and agelessness have become standard. Among millennials there has also been a shift in focus to preventing rather than reversing the visible signs of skin aging.3 The result: A boom in hybrid products with anti-aging benefits and greater emphasis on the over 50s age group in advertising.
Skin care ingredients for the over 30s
With a wealth of information and advice available via the internet, younger women are increasingly skincare savvy. They are keen to learn about skin types and for many, anti-aging starts early with preventive action focusing on moisturizing, skin smoothness and skin tone. At the same time however, younger women are not always aware that pollution and UV rays can accelerate premature aging and often don't realize until it's too late. We screened our portfolio for effective ingredients that respond to our findings in anti-ageing and can support - incorporated into appealing formulation concept- consumers in their question “Anti-aging skin care – how and when to start?” >
As the individual spirit is winning over beauty standards, we are proud of who we are & how we look. We are no longer hiding our ‘imperfections’ and reject the ‘perfect’ stereotype: plus-size fashion models, transgender models, wheelchaired models or models with Down Syndrome are no longer an exception.
Celebrating natural looking hair
Women often feel a sense of pressure from society and the media to look a certain way, but the tide is turning. Feminist and Afro movements that started online are shaping an inclusive, culturally diverse beauty landscape, and hair is playing a key role in these developments. At DSM we firmly believe in embracing and supporting the trend towards easy, natural, personalized style. In-home mixes that encourage experimentation and specific solutions for specific hair types put consumers back in control and add a sense of fun too. More about our findings and the related concept here >
A growing tendency of having children at a later age, decreasing birth rates and the increasing stream of possibilities available for children has resulted in a higher pressure to raise ‘perfect children’. Parents do whatever they can to find the best products and solutions for their little princes and princesses.
Beauty product brands launched by famous people (actors, musicians, athletes, etc.). Consumers want to follow similar beauty care routines of these celebrities.
Anti-aging doesn't just mean preventing wrinkles – it also means having an even skin complexion and healthy-looking skin tone. Discover our newly developed skin bioactive ingredient that deliver on both.
When it comes to cosmetic ingredients, many Muslim women and men are looking for products that respect their faith. As part of our commitment to inclusion the majority of DSM’s personal care portfolio is now certified as halal.
As more and more women reject imposed ideals of beauty and embrace their natural hair type, demand for gentler, more convenient beauty products ingredients is increasing.
New populations gaining access to more health and beauty care products, but established markets are getting to increase more ethnically diverse. To adapt we must meet the needs of everyone.