There has been a steady rise in the number of cosmetic products that mention the word oxygen. This has gone beyond simple use of the term in product names to imply freshness and energy, and now reaches into the formulation itself.
Mintel’s “Beauty Innovation and the Elements - Air” trend concentrates on products that promise to deliver oxygen to the skin cells, going beyond more generalised claims of improving oxygenation. The use of oxygen in delivery systems was started by premium facial skincare brands in the US, Europe and Asia, but has now been taken up by masstige and mass market brands, recently migrating from facial skincare to bodycare products.
Oxygen claims become more complex
Similarly, oxygen-related claims are also on the move. The latest crop of oxygen-related claims refer to combating the effects of reactive oxygen species (ROS), improving the energy of cutaneous tissues, lasting storage of oxygen in the deeper layers for controlled energy release, and increasing elasticity, skin brightness and youthfulness.
Lancer, for example, has introduced Cleanse Extremely Pure Cleanser and Nourish Am/Pm Nourishment Cream, a gentle foaming cleanser and anti-ageing treatment that feature the company’s CRT Oxygen Technology Liposome complex. This is said to help provide oxygenation to the skin cells, while preventing ROS. Pupa’s Reshaping Salt Scrub, meanwhile, contains active energy to provide energy to the cutaneous tissues.
Oxygen claims are also showing up in growing numbers in colour Rimmel cosmetics. In contrast with skincare, brands in the make-up space are largely mass market. Bourjois, for example, has incorporated oxygen-rich chorophyll into its Bio Détox Perfecting Powder and Foundation. The company says this delivers oxygen to enhance the complexion and filter out pollution. The baton has also been taken up by Oriflame, whose Oxygen Boost Foundation claims to revitalise and brighten the complexion thanks to oxygenating brown algae, while Rimmel’s Match Perfection contains an oxygen complex which is said to let the skin breathe.
Categories on the move – or not
In contrast, the use of oxygen in haircare products appears to have plateaued. The claim is used primarily in treatments that claim to help minimise hair loss .
Russian direct sales company Faberlic’s Oxygen Repair Hair Serum contains the Novaftem-O2 complex that features in its skincare products. Here, it claims to strengthen the hair roots and oxygenate the bulb.
However, soap and shower products are beginning to take up the slack.Here, oxygen is used to add a sensation of activity or exfoliation to formulations such as Olay’s Pristine Moisturizing Body Wash with Microbeads and Saffron Spa Moisturizing Oxygenous Active Bath Soap from Genaiesa, a Chinese brand.
About Mintel
Mintel is an independent award-winning provider of world-leading market intelligence, delivering robust information, expert analysis and critical recommendation.
Mintel Beauty & Personal Care offers expert in-depth analysis of new products, markets, consumers and trends in the beauty and personal care space. We don’t only pinpoint what’s hot now but more importantly predict what’s next – allowing you to stay one step ahead of your competitors and industry movements.
The Mintel team are always happy to hear from you - please feel free to contact us on iwoitalla@mintel.com or visit mintel.com/beauty-personal-care for more information. Mintel is the official partner of the Innovation Zone.