“Skinification” has arrived in oral care. Cosmetics Business reveals how it is sinking into innovation
Textures like serums, ingredients like hyaluronic acid, and products for nighttime routines may be staples in the skincare category, but they’ve now landed in oral care — in a big way. .
And while the beauty market has seen the growing influence of skincare on other categories like makeup and haircare, it seems the trend of “skinification” knows no bounds, affecting this which was traditionally a staple category in everything from product development to packaging. and the language that brands use.
This development is perhaps not so surprising. From a consumer perspective, the desire to treat their teeth with the same care as their face is already well established. “We live in a time where cosmetic dentistry such as invisible braces like Invisalign, veneers, professional whitening and bonding are all prevalent and talked about in a really normalized way,” says Fiona Glen, Project Manager at The Red Tree . “The growing popularity of these cosmetic procedures means that consumers are more accustomed to investing in their dental hygiene and are therefore paving the way for at-home treatments that complement and extend this. Consumers want fast and visible results and I expect to see new entrants in all these markets.”
Just as brands will strengthen their innovations based on the increasing care consumers want for their teeth and gums, they will also be required to provide evidence of performance, as they do in the field of dental care. skin. “Given the expectations of the ‘skintellectual’ consumer, I would expect better clinical trial information and communication of features and results to be presented,” says Emma Poole, Deputy Brand Manager at The Red. Tree. “This will feed consumers’ appetite for proof of results before purchase, as we have seen executed effectively in the wider beauty market.” Here, Cosmetics Business sheds light on five ways skinification is sinking into oral care.
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