Go Vita tells esprit “what’s out” is in!
Just days before the Naturally Good Expo opens (June 2nd and 3rd – Sydney ICC) esprit chats with Ann Cattelan, Marketing Manager, Go Vita.
At Go Vita we are definitely seeing an increase in natural beauty products with a focus on vegan products. We see now that it is as much about what’s not in the product as much as what natural ingredients it contains. The consumer today is much better educated around ingredients and they are the ones asking the questions and in a way putting pressure on manufacturers to create clean products. We also see that there is a focus on effectiveness of products – while the more mature age group has always looked for products to help reduce the signs of ageing, what we are now seeing is that the younger millennial market are focused on this wanting products that will help them maintain their youthfulness and vitality. But I guess the biggest innovation in the beauty market in recent years is the whole ‘beauty from within’ category and the growth of things like marine collagen powders with added antioxidants – green tea, vitamin C etc. This new category is particularly popular and on trend with the younger millennial market. Adding skin health powders to the morning smoothie is popular as are daily collagen shots taken straight or added to smoothies also.
So much of the product growth and innovation is around the anti-ageing theme. Some of the things that are piquing interest at the moment are anti-ageing serums especially vitamin C – Juniper Vitamin C serum + night serum. And new products around protection against detrimental effects of blue light such as Jojoba Ultimate Day Cream. Also we are seeing more differentiation in the skincare market for solution products for various skin problems – so products for lines and wrinkles, dry and dehydrated skin, sensitive and reactive skin, uneven skin tone, oily and acne prone skin etc. Brands are therefore adding new ranges for specific skin types – and these are growing ranges including Weleda, Juniper, Jojoba Company, La Mav, Black Chicken Remedies.
The natural makeup market is also on the rise – the consumer has read the articles about the levels of nasties in their mainstream makeup products and are coming into health stores looking for natural alternatives, but they want them to ‘work’ the same as the products they are used to using – so growth in brands such as Inika and Eye of Horus – organic natural make up products is because they actually perform the same if not better than their chemical filled alternatives.”