As beauty brands address the elephant (read rising pollution levels) in the room, we raise a few important questions. Are there takers for anti-pollution skincare products? Is the trend here to stay?
The truth about pollution level in India is no secret. India is one of the most polluted countries in Asia, with our metros bearing the worse brunt. The government of New Delhi had to enforce the odd-and-even number plate rule to curb the number of vehicles on the road in an attempt to give the city’s residents a breather. Given the high toxicity in the air in Delhi, Mumbai and other metros, pollution is posing a serious health hazard. It also has far reaching effects on the skin. This has prompted skincare brands to invest in R&D for anti-pollution products.
Skin health concerns
According to report in the Times of India, post Diwali last year, ‘along with skincare products, dermatologists and skincare consultants in Delhi have also seen 30-40% increase in queries about pollution related skincare issues.’ Beauty consultants and salons in the city witnessed a rise in the number of oxygen treatments. There was also a 30% hike in the sale of anti-pollution masks, serums and moisturisers. Salons, not just in Delhi but in other cities, too, are gearing up with beauty treatments such as facials and clean-ups, designed to reverse the harmful effects of pollution.
As anti-pollution products are introduced in the market and there is rise in consumer awareness, we see a shift in demand. As per a Future Market Insights report, ‘Anti-pollution skin care has become a significant trend in the beauty industry. Companies involved in anti-pollution skin care are also adopting multiple marketing tools to appeal to customers who want to minimize exposure to unhealthy air.’ Added to this is the rise in demand for green and clean products. The report also cites that in 2016, of all new skin care products with anti-pollution claims launched globally, 38% of them were introduced in the Asia Pacific region.
Some of the important brands providing anti-pollution products are Innisfree, Kama Ayurveda, Clarins, Clinique, The Body Shop, Yves Rocher, Kaya, VLCC, etc. The product categories that cater to this segment include face washes, moisturisers, serums, masks and, of course, sun screen. Anti-pollution skincare products are not just a woman’s domain as men are also using appropriate products to deal with pollution-induced skin concerns. Brands like Garnier are targetting their male consumers with niche products designed to suit men’s skin types and conditions.
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