Power play: energy claims becoming a beauty trend

“Consumers are facing an energy crisis as the pace of modern life catches up with them,” the firm says. “Aware of consumers’ need to make long-term lifestyle changes to address falling energy levels, beauty brands are delivering products that put energy claims at the forefront of their message.”

Indeed, 56% of US consumers are willing to pay more for appliances with the highest energy-efficiency ratings.

In the EMEA region, consumer interest in energy claims is internal as well as external: consumers are keen to see products that address their personal energy levels. According to the firm, 66% of UK women think that lifestyle (including sleep and stress levels) is an important factor in the appearance of facial skin.

Seven in ten German and Italian women say that their lifestyle impacts their skin, while nearly two in five UK adults (79%) ‘hate feeling low in energy’.

What we’re seeing…

As a result of these consumer demands, brands are responding in various ways.

When it comes to sustainability of manufacture, major corporations like L’Oréal and P&G are investing in alternative energy sources to create cleaner, less disruptive products.

“Many brands are using solar and other renewable energies to power facilities and some are purchasing certified renewable energy to offset electricity usage,” the firm says.

Shiseido has been picked out for its use of electric vehicles in product deliveries, in a bid to decrease its carbon footprint.

When it comes to products that claim to offer energy boosts for the skin, one brand getting ahead on the trend is Neom, which has teamed up with popular sportswear firm Sweaty Betty to develop an ‘energy boosting’ beauty workout, to complement consumers’ exercise regimes.

What’s next?

Mintel reckons that beauty players are likely to begin linking their products with diets that claim to boost energy, making the most of popular ingredients.

“They will call out energising food ingredients like B vitamins and iron-rich beans, nuts and vegetables,” the firm explains.

On the sensory front, beauty brands are likely to promote energy claims with textural cues.

“This will include the very latest developments in immediate and warming textures for slow burn and long burn formulations, as well as sparkling and tingling textures for immediate impact.”