Do you follow trends in skin care?

"Skin care is already, by itself, a trend.” This is how our specialist in international markets, Lorena Martínez, explains it to us.

We know that the trend in recent years is naturalness. It is unstoppable and irreversible; dermatologists, aesthetic doctors and plastic surgeons know it. And so do pharmaceutical laboratories and technology companies that seek to provide solutions to professionals that are less and less invasive and that offer patients real results.

From this naturalness a series of trending concepts arise, among which, the first of all is skin care itself. More and more consumers are looking to have healthy and beautiful skin, which is a reflection of their authenticity and resort less to makeup.

This is indicated by all the market studies that have been published this year. One of these data is that 70% of cosmetic buyers prioritize health over appearance and 37% favour facial care products over makeup.

This is included within the concept of "skinimalism", minimalism in the skin and consists of simplifying skin care, with simpler routines and concise and effective formulations, easy to use and with fewer ingredients.

Functionality is part of this skinimalism. Practical products, easy to carry-on and apply. They are also easy to understand, which is why formulas that have 20 or 30 ingredients are avoided and products with fewer ingredients, but synergistic, of higher concentration and that are effective, are opted for. It is about getting multiple properties in a single cream or serum and reducing the hours in front of the mirror with faster routines, 3 or 4 steps, that contain all the essentials.

Consumers are also looking for customization. They need personalized treatments that focus on their unique needs. They will only use the products that they really need and they hope that these products have the right ingredients to treat their problems effectively and that the step by step is easy and fast. That is why many turn to professional advice, both in the physical and digital worlds.

Another trend derives from this, cosmetics inspired by medical-aesthetic treatments. What is hidden behind this current is the search for efficiency. The highly visible results that are obtained with the concentrated formulas, massages and masks that are applied in the dermatologist's or aesthetic doctor's office, we now want at home. Laboratories that have traditionally worked with this professional approach now have an advantage.

And persisting in the concept of naturalness, health and skin care, after having discussed about "what is", now we′ll discuss "how". How do you expect to achieve these healthier results? Trend reports talk a lot about plant-based substances, fermented ingredients and cosmetics with probiotics.

Formulas that are respectful of the most sensitive skin and the environment. These products, in addition to being natural, offer a high tolerance and, being conceived as healthy, are understood as the vanguard in cosmetic innovation and are positioned in the mind of the consumer due to their high effectiveness in protecting the skin.

These are the consumption keys that we at Atache perceive and share, since they have been in our DNA for a long time. Less is more, functionality, customization and holistic beauty: this is the new consumer of cosmetics.