According to an analysis by market research company Mintel, the concept of skin protection has evolved from shielding the skin against external influences to strengthening its resilience. “Sunscreen use has increased, and skincare routines are more advanced than ever,” the report states.
Consumers’ needs now extend beyond protection against UV radiation, weather conditions and pollution. According to Mintel, they are looking for proactive ways to strengthen the skin’s own defenses rather than merely repairing damage.
“This is not a trend that brands created and consumers adopted – it is the other way around,” Mintel emphasizes. The analysis is based on a new Demand & Supply methodology that compares consumer interest derived from social media data with data on new product launches. According to the findings, established topics such as sun protection have already reached maturity, while the understanding of skin protection is increasingly expanding to include exposure to pollution, oxidative stress, extreme weather conditions and blue light. Products are expected to help the skin adapt to and recover from these stressors.
“Brands need to move beyond communicating protection solely as a defensive benefit and redefine it as a form of prevention, giving consumers the confidence that their skin can cope with whatever modern life throws at it,” says Mintel analyst Andrew McDougall.
In addition to traditional creams, serums, sprays and sticks could also be used. According to the data, interest in serum sprays showed particularly strong growth, followed by two-phase capsule creams from Korean skincare and moisturizing balms. The analysis identifies carnosine, ergothioneine, ectoin and hypochlorous acid as ingredients with particularly strong growth potential.
