WHAT IS SUSTAINABILITY ? AND WHAT IS 4 DIMENSIONAL SUSTAINABILITY ?

 

As such there is enough fluidity about the word Sustainability. And four dimensional sustainability is further making it complex. So what is sustainability and what is 4D about it ?

SERUMS ! True Beauty Innovation or a Mere Psychological Game ?

Skin care and Serums:

Skin care is about 3b$ category In India. And said to be Growing at a CAGR of 14%.

Of  which, Serums is one of the Fastest growing Beauty categories. It's growing nearly double the pace of the rest.

Serums have emerged as the largest category online, in the last couple of quarters in Skincare. 

And it's believed that 43% of the global growth of Serums would originate from APAC.

Key penetration of SERUM is in the US, China, Japan, Germany, and India. Largely because of the varying climatic conditions and evolving knowhow.

There are more than 50000 skin care products available on Amazon India....10000 plus are serums... they are accounting for a very large share of business now.

As ecommerce companies invest in the same, there are 100 plus serums which are made only for Amazon as of mid of 23.

On Nykaa, Premium and international brands have more than 2000 + Serums and essences available,

Last decade has seen an over supply of beauty products of all sorts. From lots of  existing and new brands. This leads to a trust deficit. Serums address that need.

Serums are one of the Fastest growing Beauty categories. It's growing nearly double the pace of the rest.

Online, Serums have emerged as the largest category in the last couple of quarters in Skincare.

What IS Serum ?

Serums are typically made with a high concentration of active ingredients, which means that they can deliver more benefits to the skin than other beauty products, such as moisturizers and sunscreens. They are also designed to penetrate deep into the skin, where they can work to address specific skin concerns.

Question :

Serums are a success, that is given.  And now the most important question, Is it a true Beauty innovation or a mere psychological, marketing gimmick ??

Marketing and Psychological angle.....

What led to the usage of the word Serum. What does it mean to the consumer ?

• The word "serum" has a medical connotation. This can make consumers think that serums are more effective than other skin care products.

• Serums are often marketed as being "clinically proven" or "dermatologist-tested." and Serums are often packaged in small, expensive bottles. This can make consumers think that serums are more potent and concentrated than other hair care products.

• Serums are often used in conjunction with other skin care products, such as shampoos, conditioners, moisturizers, sunscreens. This can give consumers the impression that serums are an essential part of a complete skin care routine.

History of Serums

Last century, plant extract Serums were used by Dermatologists for clinical use. However in early 1900 some of the cosmetic companies started to use the technology and serums reached consumers in small way. After 1970, momentum picked. And further accelerated in last decade.

• In 1905, the French cosmetics company Guerlain introduced a serum called "Elixir Vital". This serum was marketed as a way to revitalize the skin and reduce the appearance of wrinkles.

• In 1910, the American cosmetics company Elizabeth Arden introduced a serum called "Eight Hour Cream". This serum was marketed as a way to protect the skin from the elements and prevent dryness.

• In 1971, the French cosmetics company Lancôme introduced a serum called "Advanced Genifique". This serum was marketed as a way to reduce the appearance of wrinkles and age spots.

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Skincare Innovation Getting specific to problem solving.

Constant research has proven that Different skin types need different serums. Dry, Oily, Medium skins need different treatments. And then research has made different , specific, customized, chemical compositions to solve for the common problems like :

1. Dark spots and Pigmentation :

Serums can help to lighten dark spots and uneven skin tone by reducing melanin production.

2. Acne and Blemishes : 

Serums can help to control acne by reducing oil production and killing bacteria.

3. Dullness and Dryness : 

Serums can help to hydrate the skin by providing it with essential moisture.

5. Anti Ageing : 

Serums can help to reduce the appearance of wrinkles and fine lines by stimulating collagen production.

6. Night repair : 

Serums exfoliate and repair through the night. 

Serums today :

Serums today are led by a couple of chemicals and their intricate combinations. While such complex chemical and biological terms could be overwhelming to the consumer. But that could also be the intent of the brands.

Hyaluronic acid:

Hyaluronic acid is a natural substance that helps to hydrate the skin. It can also help to plump up the skin and reduce the appearance of wrinkles. Couple of best selling ones are .... 

Eg. .L'Oreal Paris Revitalift Hydrating Serum With 1.5 % Hyaluronic Acid ;  Minimalist 2% Alpha Arbutin Face Serum With Butylresorcinol & Ferulic Acid For Hyperpigmentation

Vitamin C: 

Vitamin C is an antioxidant that helps to protect the skin from damage caused by free radicals. It can also help to brighten the skin and reduce the appearance of dark spots. Couple of best selling ones are.. 

Eg Plum 15% Mandarin & Vitamin C Serum Glow Boost ; Minimalist 10% Vitamin C Serum For Face For Illuminating Skin For Beginners

Retinol: 

Retinol is a form of vitamin A that helps to stimulate collagen production and reduce the appearance of wrinkles. Couple of best selling one are…

Eg,Estee Lauder Advanced Night Repair Synchronized Multi-Recovery Complex With Hyaluronic Acid (Serum)  ; Minimalist 0.3% Retinol Face Serum For Anti Ageing With Coenzyme Q10

Niacinamide: 

Niacinamide is a form of vitamin B3 that helps to brighten the skin and reduce the appearance of uneven skin tone. Couple of best selling ones are…

Eg,Minimalist 10% Niacinamide Face Serum With Matmarine + Zinc ; The Ordinary Niacinamide 10% + Zinc 1% ; Plum 10% Niacinamide Face Serum With Rice Water 

Peptides / AHA:

Peptides are small chains of amino acids that help to improve overall health and appearance of the skin by stimulating collagen production and reducing inflammation. Couple of best selling ones are…

Eg, Minimalist 25% AHA + 5% PHA + 2% BHA Peeling Solution For Instant Glow & Soft Skin ; The Derma Co. 15% AHA + 1% BHA Peeling Solution for Beginners

Salicylic Acid :

It Shed off dead skin cells from the top layer, decreases redness, reduces excess oil, and unclogs pores. It also helps treat other skin care issues caused due to adverse environmental conditions like dryness and scaliness. Couple of best selling ones are…

Eg. L'Oreal Paris Revitalift Crystal Micro-Essence With Salicylic Acid ;Minimalist 2% Salicylic Acid Face Serum For Blackheads & Whiteheads ;Garnier Bright Complete 30X Vitamin C Booster Face Serum with 2% Niacinamide + 0.5% Salicylic Acid

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Future of Serums:

Increasing use of natural and organic ingredients is another factor supporting the facial serum market growth in the forecast period.

The increased focus on health and wellness around the globe has also left its impression on the beauty and personal care industry. Natural and organic products are emerging as important product segments in the market as consumers are now shopping with a conscience.

Moreover, consumers consider these products safer than regular products, which may contain hydrofluorocarbons, formaldehyde, fragrances, and micro-particles of other ingredients. Moreover, manufacturers are developing natural and organic cosmetics products to cater to the growing number of consumers who are avoiding products with synthetic components.

Organic and Natural ingredients like Vitamin E, A, B1, B2, B6, C, Minerals, carotenes, Antioxidants, essential fatty acids, and organic oils such as Borage seeds, Roseship, Jojoba, Coconut are emerging as fast growing options.

For instance, Maine Chaga Age-Defying Face Serum , uses a unique mushroom formula with high antioxidants and amino acids. The formula also contains melanin and betulin that, generally, vitamin C serums do not contain.

Conclusion :

Positioning the skin care solution as medically derived has helped brands to gain consumer trust. And increasing the margins in the business. However, the rapid rise in the consumption is evidence of serums working for consumers and hence the power and authenticity of the innovation.