New ingredients and technologies have led to a flurry of new product claims for skin care products, particularly in antiaging. Twenty years ago, a brand could get away with far less specific claims, such as Estée Lauder’s “visible difference” promise, but today’s consumers have learned to expect a lot more. If they are paying a premium for a product, they expect to see results. “Now we want cosmetics to reduce cellulite, diminish the seven signs of aging, regenerate collagen and elastin, and so on,” said Jack Ferguson, managing director, Skinnovation.
According to Frost & Sullivan research analyst Yana Charushkina, product claims are changing: “We are seeing more biotechnologically derived antiaging ingredients. There is a change toward improving compounds’ compatibility with other ingredients and advancing quality, as well as improving stability and solubility. In addition, the production technologies are moving toward the green trend.”