Vivaness Nuremberg, one of the largest international shows for natural and organic cosmetics, celebrates its 10th anniversary this year. This is surely an important celebration for the industry, which is continuously winning the hearts of consumers concerned with natural skin care treatments. Moreover, new trends on display at Vivaness reveal that several marketers of natural and organic brands, such Weleda, Dr. Hauschka, Santaverde, and Lavera, are making a huge step forward in targeting the industry’s Achilles’ heel in terms of effective treatment: anti-aging.
In a world of natural approaches to beauty treatments, anti-aging formulae with great efficacy have been regarded by marketers as somehow difficult to marry with the concept of gracious and natural aging. However, a strong demand from consumers for products in this skin care concern has convinced marketers to focus their product development on diverse anti-aging treatment products with ingredients such as primrose, hyaluronic acid, white tea, and raspberry seed oil, recognized for their efficacy. Indeed, for brands like Santaverde, Lavera, and Weleda, the key focus for 2016 is anti-aging preventive skin care.
However, new product launches are not the only distinct element feeding future growth of the green revolution in anti-aging. Products alone will not deliver fast results if their application and proper product recommendation based on individual skin needs is not applied. It is not surprising that marketers, such as Lavera, adopt new marketing concepts to advertise their products and which are already rooted in the world of professional skin care. The idea of a famous bus providing skin care treatments by the British brand Elemis has also been adopted by the natural cosmetics manufacturer Lavera in Germany. The Lavera bus, which is set for a tour in 2016 to visit different cities in Germany, is equipped with a skin care room and skin analysis equipment to offer consumers more personalized skin care recommendations.
Indeed, one can expect that growing competition among industry players is bringing about more innovation, marriages of technology with natural beauty, and anti-aging solutions to meet the demands of insatiable consumers for 2016.
The display of “palm oil-free” signs on packages is another trend highlighted at the Vivaness show, as more consumers are becoming concerned with the ingredient. A good example of this is the newly launched shower gel by Speick.
For more trends and insights, as well as accurate and solid data, refer to the Natural Personal Care Global Series report, which is a comprehensive analysis of the worldwide market for natural and organic cosmetics and toiletries. A new edition of this study is coming out this year!