Words by Elisabeth King
Skincare sales rise during winter as women fend off dehydration, summer sun damage and visible signs of ageing.
esprit Magazine talks to brands about new technologies, market trends, research and the continued growth of facial moisturisers and serums.
Gemma Rogers | NSW Education Manager for Estée Lauder
Retinol has become a major buzzword again.
“But this time consumers are looking for instant results without any harsh side-effects. We are also seeing younger customers interested in the benefits of at-home derm treatments and they love the results of our latest addition to the Perfectionist range – Estée Lauder Perfectionist Pro Rapid Renewal Retinol Treatment“.
Dialing up hydration in the quest for so-called Yoga Skin – a dewy, luminous, minimal makeup look – is the hottest trend of 2019 and requires the right foundation and skincare choices, says Rogers.
“Using Estée Lauder Micro Essence Skin Activating Treatment Lotion followed by a multitasking moisturiser such as Revitalising Supreme + Cell Power Wake Up Balm preps the skin for the most sheer of bases – Estée Lauder Double Wear Water Fresh Nude Makeup. Incorporating our iconic Advanced Night Repair serum into the routine further fast-tracks Yoga Skin”.
Customers are also becoming more selective about skincare textures and major brands are launching more advanced technology products with lightweight formulas, adds Rogers.
“The new Estée Lauder DayWear Anti-Oxidant 72H-Hydration Sorbet Creme boasts a water-light texture, SPF sunscreens and 72 hours of hydrating”.
Emma Sykes | Marketing Manager for Dermalogica
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Year-round sun protection is a must in Australia and Dermalogica’s latest release – Prisma Protect Light-Activated Skin Defense – underscores this important message.
“It’s a common misconception that sunscreen products are designed for use solely on hot, sunnier days. UVA rays are present at the same intensity year-round during daylight hours, so applying sunscreen needs to be a daily habit even in winter. UVA rays are the culprits for most visible ageing from wrinkles to sun spots and are also linked to skin cancer. Dermalogica’s Prisma Protect has been developed for daily protection all year with light activated skin defence”.
Michelle Williams | Brand General Manager La Mer, Jo Malone London and Bobbi Brown
The serums and essences sub-category accounts for over 20 per cent of department store skincare sales and are experiencing robust year-on-year growth.
“The two top-sellers in the La Mer portfolio are The Treatment and The Concentrate. In March through April, the brand orchestrated a re-launch of The Concentrate with new packaging, including a lid inspired by sea kelp as a visual clue to the origins of the brand”.
Social media listening has confirmed that hydration continues to be a macro search trend and volume has grown significantly over the past year.
“With winter upon us, serums are a key conversation topic in the battle against dry and dehydrated skin. La Mer The Concentrate is well-placed to meet these concerns and we have introduced a smaller 15ml size format to recruit new customers. There has been a strong sell-through to date and we expect to see strong repeat purchase rates as new customers upgrade to the 30ml and 50ml sizes. We are also seeing a rise in ‘skip care’, a simpler skincare routine that has emerged from Korea, with consumers adopting a ‘fewer, better’ approach”.
Korynn Zdenek | Aveda Product Development
Consumers are moving away from an extensive, multi-product routine to use fewer products with more benefits.
“One of the main benefits consumers are looking for is acquiring a healthy glow, in addition to using products that improve skin health. Aveda’s Tulasara range incorporates many of the elements consumers are looking for, including sustainability and cruelty-free claims. The Wedding Masque Overnight contains plant-powered ingredients such as turmeric and organic apricot seed oil that brightens and firms the skin and makes it look more lifted”.
Scott Johnson | Education Manager for Kiehl’s
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“Our world-renowned Ultra Facial Cream is the hero of many people’s routines because of its lightweight texture and 24-hour hydration benefits. Other products which get a lot of love from our customers during winter include Kiehl’s Creamy Eye Treatment and Midnight Recovery Concentrate“.
“But more and more people are discovering why [vitamin C] is key to managing pigmentation and texture. We are seeing a better understanding from our patrons on how vitamin C works and the importance and benefits of oxidation protection, slow release formulas and combining it with other ingredients for greater efficacy”.