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The Blossoming of Naturals--Marketing and Statistics
By: Karen A. Newman
Posted: June 17, 2008, from the July 2006 issue of Skin Inc. magazine.
page 2 of 5
Now, natural products can be broken down into a number of categories. An important area for natural ingredients is in the global body care market. Some of the largest manufacturers have launched body soap blends of natural and synthetic ingredients. Among the recent launches to the consumer mass markets include Colgate-Palmolive’s Softsoap Naturals, Unilever’s Suave Naturals and Avon’s Avon Naturals. The idea is that if the product at least sounds natural, it will appeal to consumers.
Skin care. The skin care category is huge and growing. It is expected to account for 60% of the cosmetic market by 2007. Products in this category include anti-aging, acne, sun care and cosmeceuticals.
Cosmeceuticals. A total of 59% of all cosmeceuticals is in the skin care category. Cosmeceuticals are expected to continue growing at 11% annually by 2008.
Anti-aging. Natural anti-aging products are on the rise, with brands such as Reborn targeting men and women of all ages.
Anti-cellulite. The fastest growth market is anti-cellulite products, which grew at a robust 14.2% in 2004. Seventy percent of women are said to suffer from cellulite, and most products that show any promise in helping the appearance of cellulite contain caffeine. All topical anti-cellulite products offer only temporary improvement in appearance.