Originally published February 2 2005
Cosmetic companies use health trend to fuel product lines
by Mike Adams, the Health Ranger, NaturalNews Editor
Cosmetic companies have launched a new marketing campaign of selling wellness products as beauty supplies. The best example of this: vitamins being sold in the cosmetic aisle to be used as part of a daily beauty regime. Research shows that the wellness/beauty trend is quickly spreading across the U.S., where the terms "vitamin enriched" and "herbal extracts" are taking over the beauty industry.
The cosmetics and personal care sector is increasingly being driven by health awareness, driven by increasing awareness of such issues by both the media and governments.
Health and wellness drive cosmetics innovation The Euromonitor report, entitled 'The World Market for Cosmetics and Toiletries,' points out that increasing consumer concerns for health and wellness have had obvious repercussions for markets such as packaged food and over-the-counter (OTC) healthcare, but that its research has also found that it has become an increasingly influential factor in the cosmetics and toiletries market.
Over the course of the last decade, cosmetics and toiletries manufacturers have taken advantage of the burgeoning global health and wellness trend by launching a plethora of hair care and skin care products containing a variety of vitamins, to the extent that vitamin-enriched products are now mainstream.
Things went a step further last year when L'Or�al and Procter & Gamble forged joint ventures with Nestl� and Pharmavite respectively to expand into OTC dietary supplements, encouraged by trends indicating that consumers are increasingly keen to co-ordinate health regimens with beauty practices.
More recently, this month roles were reversed somewhat as Healthspan, a Guernsey-based mail order vitamin supplier for the UK market, launched a dedicated range of make-up and skin care products which target women aged between 45 and 60.
Karine Peyre, the research group's cosmetics and toiletries analyst, said, "At Euromonitor we see that the potential for cross-market development is set to increase.
This is due in part to the deregulation of many healthcare sectors, which has made consumers increasingly familiar with a wider range of OTC products.
The likelihood of such developments will be bolstered by the increasing technological sophistication of cosmetics and toiletries products, particularly in sectors such as skin care, and by the more explicit targeting of consumer groups.
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