IT’S ALL YOU WILL EVER NEED As the cosmeceutical market continues to grow, clients are realising serious skincare is not all about the face, discovers Nora Elias
As the global skincare consumer’s focus on results continues, the popularity of cosmeceuticals is rising steadily. The global cosmeceuticals market was worth £24.2 billion last year, according to analyst TechNavio, and with a predicted annual growth rate of 8.6%, it’s expected to reach £36.5bn by 2019. As with the skincare market as a whole, the face remains the key area of concern for clients, but all that could be changing, as consumers wise up to the possibilities that new ingredients and formulas present for the body.
Tracey Sargeant, co-owner of the Essencia Group, the UK distributor for cosmeceutical line Skeyndor, explains that body products account for a not-insignificant 20% of global Skeyndor sales, while Laura Puttick, UK marketing director for advanced skincare brand RegimA, says that consumers are becoming more and more aware of the importance of looking after the skin on their body, just as much as the skin on their face. This is also the experience of Tracie Kearney, sales and marketing director for Murad UK, who comments,
People are now more into looking after the skin overall and the body is no longer just an afterthought, like it was in the past.
Murad has, she says, seen a real increase in the interest in our body products, adding that this change is part of a social development that has seen people become more aware of looking after themselves in general; of the importance of exercising and of a healthy lifestyle. Amie Biller, UK head of training for French cosmeceutical brand Biologique Recherche, says another reason that the focus is shifting to body now could be that there is a definite buzz around advances being made to body products and an increased supply of advanced treatments offering solutions to specific body skincare concerns.
Natalya Quandt, owner of Intercharm, which distributes cosmeceutical line HL Professional Skincare in the UK, adds that customers sometimes start having cosmeceutical treatments on the body almost by accident, but are then won over by the results. If we’re treating the face and they ask if that treatment can also be used for the body, I explain to them that, yes, it’s for any area, she says. And then when they try it, they realise it’s a very good treatment for the body as well.
There are, however, geographical differences when it comes to the extent to which the body is in focus for the cosmeceutical customer. In hot countries, where your body is on show a little bit more, women are usually more inclined to spend on products and services for the body, says Sharon Cass, brand education manager for UK-based Skinbrands, whose distribution portfolio includes cosmeceutical brands Vitage, Medik8 and Priori.
Linda Blahr, UK education and science manager for advanced skincare brand SkinCeuticals, adds that traditionally US customers don’t really differentiate between face and body when it comes to aesthetic procedures and are willing to splash out on both, whereas in Europe the focus is usually on the face only. But the European aesthetic market is slowly starting to increase and I’m sure there will be a high demand for body products and treatments in the future, she adds.
Quandt says that in the UK she often has clients looking for treatments to combat the effects of sun damage, more so than in Russia, where she is originally from. Many Brits are concerned about hyperpigmentation on the body, because they like the sun but perhaps jm>.i didn’t apply sunscreen when they were younger, she explains. Which means that after 40 or 50, their biggest concern is how to change the texture of the skin on the body.