Natural alternatives to high-tech products

There has been a huge surge in scientifically-advanced cosmetics and skincare products at the same time as natural-based alternatives are gaining interest among consumers. Imogen Matthews, consultant to in-cosmetics, examines this trend and what is driving consumers to try one type of product over another.

Today's fast-paced style of living is causing consumers to look toward consumer products that can offer them a release from our 24/7 high tech world. Euromonitor* confirms this trend and has seen an increased demand for natural products as consumers seek comfort and escape from the pressures of modern-day living. Claire Briney, analyst for Euromonitor, comments: "Natural products hold an appeal of simplicity and a back-to-basics approach. Natural product ingredients such as plant extracts, herbs, vitamins and food ingredients are more easily recognised by consumers than the abstract names of extracted essential elements, and are regarded as Œsafe". Rightly or wrongly, consumers regard natural products as somehow universally nutritious or healthier, or at least free of pesticides and carcinogens."

Interest in natural products seems to have risen in conjunction with demand for cosmeceuticals, aromatherapy and spa-type products, records Euromonitor. "Often the trends are tightly intertwined, since elements associated with aromatherapy frequently come from natural ingredients and many cosmeceutical agents are derived from natural products," explains Briney. She maintains that the rise of wider trends such as environmentalism has further raised awareness of natural products as consumers seek to align themselves with the perceived goodness of nature in every aspect of their lives.

Mintel's Global New Products Database has noted the trend for high tech performance skincare products based on natural ingredients, which give consumers the best of both worlds. For example, a new lifting serum was added to the French skincare brand Caudalie in October 2003. The key active ingredient is Resveratrol, which is derived from the natural defences of the grapevine that stimulates cell renewal and development. This is then combined with 11 active fresh plant extracts including olive, grape, red vine, sunflower, alfalfa and soya.

Another French skincare brand which taps into this trend is the new Sampur by Parlabo, a new five product range targeted at "urban" women who expect efficacy, security, simplicity and elegance from their skincare products. It is claimed to help combat the harmful effects of pollution to the skin. The range is hypoallergenic, suitable for all skin types, and claimed to be detoxifying, destressing and rebalancing. It is formulated with "Re-naissance" a complex made with a blend of highly elaborate organic active ingredients. These include an active extract of hawthorn rich in phenolic acids and said to neutralise the iron present in exhaust fumes, which is anti-ageing and detoxifying, an active extract of mint leaf rich in flavonones claimed to stimulate production of the pleasure hormones endorphins, and an active extract of vegetable sugar said to inhibit growth of parasite germs, preserve and restore the cutaneous system, while reinforcing the skin's natural defenses.

A new skincare product called Cashmere Beauty formulated with milk proteins from Cashmere goats has been picked up by Mintel's gnpd. The lotion-based range was originally developed to combact dehydration and alleviate the discomfort of psoriasis. The products are said to be naturally anti-inflammatory with natural, non synthetic AHAs and natural antioxidants.

Many consumers have turned their back on AHA-based products due to problems of skin irritation associated with the first formulations. However, interest in anti-ageing products has increased so consumers are looking for natural alternatives to AHA and Retinol. Euromonitor has seen numerous products featuring natural and botanical ingredients that claim to reduce signs of skin ageing while not irritating the skin. Nivea's Q-10 co-enzyme was one of the first to popularise these alternatives in the mass market, but now other brands including Almay, Neutrogena and Lubriderm are following suit. "Manufacturers hope that the claim that their products contain active ingredients that are already found in the skin will reassure consumers that the product is safe. This may prompt shoppers who are dissatisfied with their current AHA products to switch," comments Briney.

Natural ingredients are also used increasingly by companies wishing to distinguish their products from their competitors, or indeed from other brands in their portfolio. Estée Lauder Companies, for example, have been successful with the natural positioning of the Origins and Aveda brands which are very different to the high-tech approach taken for the Estée Lauder and Clinique brands. Briney explains the positioning of Origins and Aveda: "Origins targets consumers looking for a wellness solution by aiming for their mind and spirit. Aveda pioneered much of the consumer interest in natural products and retains a fiercely loyal consumer following as a result. While spreading its aromatherapy message, Aveda also highlighted its natural ingredients, thereby raising awareness of natural products generally."

At the lower end of the market, Almay is looking to jump on the bandwagon by updating its brand positioning as a dermatologist-tested, hypoallergenic line by featuring more natural ingredients. Examples include the Almay Milk Plus facial skincare line and Almay Wake-Up Call! foundation with gingko biloba.

As consumers become more discerning about their cosmetics and skincare they will expect the products they buy to offer high performance benefits but to have a gentle, natural positioning. Recent trends have shown that these two trends are not mutually exclusive but that the consumer needs to have a clear message in order to accept a natural versus high tech approach in one product.

Also see: Night Creams

About The Author:

April Tom is a successful author and regular contributor to http://www.1st-in-cosmetics.com. Tips on skin care, hair care and beauty products to bring out natural beauty.