The centuries-old science of cosmetology that depicted cosmetics was not just meant for looking attractive but to achieve merit, longevity with good health, and happiness. From looking good to feeling good about yourself, the natural progression of beauty concepts has evolved. Today, it is gradually transitioning to the central thought that the skin needs nutrients just like the body to be healthy.
Beauty (r)evolution
With a heightened awareness of holistic well-being, there has been a notable shift in consumer preference and buying behavior when it comes to beauty and skincare. The latter especially is witnessing its moment in the sun with, ‘vegan’, ‘transparent’, ‘sulfate free’ etc., becoming the new buzzwords. As per a recent research report, 83% of Indian consumers feel it is important to buy products with well-researched ingredients from a safety point of view, and 80% of consumers are encouraged to try beauty products with a combination of chemical-free, vegan, and plant-based claims. These statistics indicate India is a potential market for quality beauty products with plant-based ingredients. As the market evolved with consumers increasingly looking at product formulations and ingredients, the beauty industry, over the years, has invested heavily in research and development with scientists and dermatologists working on cutting-edge skin science and powerful botanicals. According to a Statistical Report, the Indian market for natural cosmetic products is currently pegged at more than INR 6900 crores, which affirms a huge scope for brands.
Redefining skincare
With a notable shift in consumer preference towards high-performance, ingredient-driven skincare products in the beauty segment, Amway India introduced an anti-aging range under Artistry Skin Nutrition™ for visibly healthy beauty, as part of its continuous innovation and R&D efforts. The move was supported by a recent report that indicated the anti-aging market is projected to grow at a CAGR of 68.84% in the next five years, which reflects the immense potential for this segment.
Enriched with botanicals from the Nutrilite organic farms, the Artistry Skin Nutrition™ is infused with rich phytonutrients from ingredients like White Chia seeds, a blend of Shiso Perilla and Aloe Vera, Spinach, Turmeric, and Tea Olive Flower that brings the skincare range closer to the nature.
The anti-aging range under Artistry Skin Nutrition™ line is a paraben-free, with no sulfate surfactants, and no animal-derived ingredients, and is a vegan skincare range that utilizes advanced skin science and is powered by the Repair Complex, restoring the consumer’s need for the skin’s youthful look.
Skincare through a consumer lens
While India has seen an influx of many new-age beauty brands offering natural skincare solutions, the consumer of today, with a no-compromise mindset, is not only spoilt for choices but also is more aware and well-informed. Social media and other platforms have played a major role in their decision-making process. Some statistics reveal that 43% of women are aware of newer skincare trends and on average 48% of them search and engage for beauty content online.
With self-care gaining prominence in the skincare industry, health-conscious consumers are looking for a holistic approach to skincare, need based solutions that go beyond products. As per a report, 42% of Indians strongly agree that using beauty/grooming products makes them feel good about themselves, which entails a shift to prioritizing healthy skin. Artistry Skin Nutrition™ resonates with the needs of these consumers who are looking for a need-based skincare regimen with a blend of health quotients, one of the core values of the brand.
The bottom line
Chief Marketing Officer,
Amway India
Considering the consumer preference for healthy skin care products, brands in the beauty space will play a key role by constantly innovating and developing their skincare product offerings and also the channels of communication to share their value proposition. The consumer today is looking for solutions rather than just a product. Also, consumers are becoming more conscious of the environmental and ethical impact of their purchases, as there is also a growing demand for sustainable and ethically made skincare and beauty products. These trends are here to stay, giving more power to consumers and to brands to truly build and shape the future of healthy beauty through innovative products.
The statistical data provided in this article is provided from the following sources:
Herbal cosmetics in ancient India – PMC (nih.gov)
Clean beauty products gaining popularity among Indian customers | The Financial Express
