2023-12-25 00:44:32
MUMBAI: Beauty is not limited to the skin? Wearing makeup to hide those dark circles may not be enough, as consumers now realize that a good night’s sleep is necessary to look fresh.
In line with these changing paradigms, beauty market players are expanding their products and communications beyond the external facade, to also include mental, emotional, spiritual, social and environmental well-being.
Market intelligence agency Mintel says consumers increasingly recognize that the condition of their skin and hair reflects their overall physical and mental well-being, and that focusing on physical and mental health can lead to better-looking skin and hair. and health.
A Mintel study shared with TOI showed that more than 40% of Indian consumers believe that lifestyle factors such as stress, lack of sleep, unhealthy diet and lack of physical activity are among the main factors that have adverse effects on skin health.
Mintel Reports India Senior Analyst (Beauty & Personal Care) Tanya Rajani states that even when asked what activities consumers do to treat or prevent skin aging, the majority (55%) of Indians said they get enough sleep and 53% said they eat healthy to prevent signs. of aging, once once more highlighting how beauty is seen as a reflection of lifestyle and health, and consumers believe that good physical and mental health will manifest in their overall beauty.
Brands, Rajani says, have an opportunity to tap into the mind-body connection. “Neuroglow” – meaning “embracing the mind-body connection” – is also an emerging global beauty and personal care trend, as captured by Mintel for 2024.
Mintel claims that marketers can benefit from this trend that might differentiate them in a competitive market.
Ghazal Alagh, co-founder and chief innovation officer of Honasa Consumer, which includes brands such as Mamaearth and The Derma Co, said: “Consumers are becoming more aware of holistic wellness and realizing that beauty is as much an inside job as it is a job. internal. The use of good quality beauty products acts effectively on the skin and, if accompanied by a good diet, water intake and an exercise regimen, the results improve greatly.
Recently, P&G conducted a study to explore the relationship between lack of sleep and facial skin parameters and found that repeated total and partial sleep deprivation improves the yellowness of facial skin.
Beyond their sole moisturizing or sunscreen benefits, current products claim to “calm the senses.”
Local brand Justhuman claims to be “powered by neurocosmetics.” Says the founder and CEO of the company. Roshini Sanah Jaiswal: ”Everything that comes into contact with the skin is, in some way, in conversation with the brain. At Justhuman, we recognize the complex connection between the skin and the brain, and use neurocosmetics to unlock this unique connection. Globally, Shiseido is expected to launch its inner beauty brand early next year, marking a first step into the wellness space.
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#Sleeping #Beauty #Skincare #Wellness
