The skin ranks low on the body’s list of priorities and is the first place to show up any deficiencies. In today’s hot-wired life of mental challenge and response played out at breakneck speed, the effects of urban fatigue are being felt at a much earlier age. No other demographic experiences the phenomenon more acutely than Millennials, says Lucy Bradshaw, Marketing Manager for Lancôme.
The old anti-wrinkle route of easing a new generation into a lifetime skincare plan no longer works. Study after study has revealed that Millennials aren’t looking for skincare that delivers results in four weeks, they want fast, immediate outcomes. They also look at ageing differently. Social media has had a strong impact on the skincare market. A generation that spends hours on Instagram and Snapchat is more interested in products which deliver instant benefits for their complexions.
That’s where Lancôme Énergie de Vie comes in, says Bradshaw. “Millennials value simplicity and they are more solution-focused. The hero product of the Énergie de Vie lineup is Liquid Care. A multi-benefit product that acts as a toner, serum and moisturiser, it is Lancôme’s first liquid moisturiser. According to our studies, regular use leaves the skin seven times more hydrated. Mega hydration with high water content is half the battle against the first signs of ageing and urban fatigue”
Millennials are also pushing the growth of natural skincare and the beauty-from-within concept. Vitamins, supplements and drinks are playing strongly in today’s approach to great skin. “The ingredients in Énergie de Vie are closely aligned with these personal values and living healthily”, says Bradshaw. “The lemon balm oil used in the range is 100 per cent sustainably sourced in France. It also offers great antioxidant protection, as does goji berry extract, one of the most powerful antioxidants used in skincare. Gentian root extract has a potent healing and anti-inflammatory effect to help the skin look smoother and more glowing”.
Lighter, Asian-style textures are absorbed better than heavier creams. Énergie de Vie launched in the US and the UK in April and the Sleeping Mask has been a huge success, says Bradshaw. “Inspired by Korean sleep packs and masks, it has a deliciously fresh texture which cools the skin by 1.8 degrees C on contact. Formulated to provide intense overnight recovery, the mask strengthens the skin’s barrier function to help it absorb active ingredients more thoroughly. Following a string of late nights or a lengthy period of stress, it produces soft, supple skin”.
Lancôme is strongly tracking this generational shift. As social media has become a leading communication channel for major beauty brands, creating high performance skincare products now involves delivering benefits with an element of fun. Few things resonate more strongly with Millennials than the appeal of looking great first thing in the morning, says Bradshaw.
“Energie de Vie Pearly Lotion contains translucent pearl spheres of different sizes which provide an instant, fresh look”, she says. “According to our studies, nearly 90 per cent of women found their skin felt smoother, revitalised and more toned instantly. For Millennials more interested in investing in the appearance of beautiful, luminous skin, it’s an amazing hybrid product that takes the skincare-meets-healthy look to an entirely new level”.
Ageing has never been top of mind for the young until a glance in the mirror reveals the first fine lines. Few brands know this better than Lancôme, which has been a leader in the global skincare business for over 70 years. “The Energie de Vie range is very complementary to Génifique Advanced Youth Activating Concentrate, our global best-selling youth concentrate”, says Bradshaw. “We recommend using Génifique in conjunction with the three new products to counteract the signs of premature ageing. Offering instant results might be a huge micro-trend at the moment, but the prestige anti-ageing market is still growing strongly. In Asia, Génifique is known as “the little black bottle” and enjoys major sales among global duty-free shoppers worldwide”.
Énergie de Vie resonates strongly with the current values and attitudes of Millennials. But research shows they are also seeking authoritative skincare advice. “With Lancôme’s proven heritage in research and incredible testing abilities”, we also know Millennials are passionate about connecting with brands they trust to understand their lifestyles - now and in the future”, says Bradshaw.
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Asia remains the dominant player in global skincare sales, with consumers across the continent “obsessed with” seeking to achieve flawless skin that is clear, luminous and seemingly transparent. To help cosmetic manufacturers tap into this growing trend for the appearance of glass-like, cloudless skin, in-cosmetics Asia (trade show) has announced hydration and haircare as two of these major focuses of its Spotlight On areas this year.