Words by Elisabeth King
Increasingly, the larger pharmacy chains are offering higher-priced skincare ranges with heavyweight dermatological credentials.
esprit Magazine talks to brands about new technologies, market trends, research and the continued growth of facial moisturisers and serums.
Alison Yeh | StriVectin Chief Marketing Officer
StriVectin, the US brand based on 40 years of biomedical research, has recently re-launched in Australia exclusively in Priceline. “Our iconic bestsellers continued to perform well globally in 2018”, says Alison Yeh, StriVectin Chief Marketing Officer.
“One unit of our Intensive Eye Concentrate for Wrinkles sells somewhere in the world every 30 seconds and one unit of SD Advanced Intensive Concentrate for Wrinkles & Stretchmarks is sold worldwide every 75 seconds”.
Overall, StriVectin is seeing consumers gravitate towards tried-and-true ingredients such as vitamin C and retinol, adds Yeh.
“However, it’s not just the presence of an ingredient that leads to efficacy; it’s the concentration and knowing what ingredients to pair it with that makes the difference. StriVectin has earned a cult following for its advanced retinol products because we team the active with our exclusive NIA-114 technology that strengthens the skin barrier and limits sensitivity to retinol. In September 2019, StriVectin’s new Blue Rescue Clay Renewal Mask launches in Australia – a multi-tasking, colour transforming mask that reduces the look of fine lines, enlarged pores and dullness in only 10 minutes”.
Sabrina Ayala Mayorca | Olay Marketing Manager ANZ
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“Our bestsellers when temperatures drop are the Olay Regenerist Micro-Sculpting Serum and Olay Regenerist Luminous Tone Perfecting Treatment. We also see some consumers switching from water-based lotions to richer, thicker creams to boost hydration”.
We are seeing niacinamide, vitamin C and retinol as key trending ingredients, says Mayorca.
“Niacinamide or vitamin B3 has definitely been an unsung hero until recently. Olay has been pioneering research on this ingredient for over 15 years, which is why it is used across a wide range of our products including the new Olay Whips and Magnemasks and established franchises such as Total Effects and Regenerist. The industry as a whole is moving towards higher concentrations of key ingredients, but this trend doesn’t necessarily lead to higher penetration. Our Magnemask range was designed to overcome the penetration challenge. A magnetic wand tunes into the magnetic fields of the key ingredients in the cream and propels them into the skin for three times more penetration”.
Robyn Hutch | Nivea Skincare Expert
Nivea Creme, the world’s first skin cream, continues to be an international bestseller, says Robyn Hutch, Nivea Skincare Expert.
“But simple, trusted ingredients with high potency are a major trend. Intensely moisturising hyaluronic acid is the key ingredient in Nivea’s recently launched Hyaluron Cellular Filler Ampoules, which boast the highest concentration of the active among the brand’s ranges. Nivea’s latest innovation including the potent antioxidant Q10 is Nivea Q10 Replenishing Pearls, which promotes visibly younger-looking skin”.
Natural oils continue to be trending ingredients throughout Nivea’s face and body products, says Hutch. “The brand’s new Nivea Hyaluron Cellular Filler Elasticity and Re-Densifying Bi-Phase Oil Elixir is a triple oil phase combined with a highly concentrated aqueous base containing hyaluron, collagen and an elastin booster to nourish and hydrate mature skin”.
Read more about winter skincare trends straight from the experts’ mouths HERE.
Feature image courtesy of iStock