Health conscious consumers driving cannabis beauty trend
By Sophie Nutt | 23 August 2019 | Movers & Shakers, News
According to GlobalData, today’s health-conscious consumers seek beauty and grooming solutions that are ‘effective’ and ‘contain natural formulations’, with many brands turning to cannabis formulations to stand out with natural product offerings.
Primary consumer research conducted by GlobalData in 2018 reveals that 28% of global consumers perceive high quality to mean ‘organic’. Furthermore, over a third (38%) of global consumers believe that ‘high quality’ in personal care products is synonymous with natural/chemical-free.
“In a beauty industry saturated with ‘natural’ and ‘organic’ claims, brands must effectively differentiate from competitors while still aligning with natural values and principles,” says Lia Neophytou, consumer analyst at GlobalData. “This combined with the recent legalisation of cannabis in western markets, such as Canada, is leading to the ingredient being embraced by beauty industry.
“In future, considerable consumer education regarding the cosmetic benefits of cannabis may be required before consumers actively seek this ingredient,” – Lia Neophytou, consumer analyst at GlobalData.
“Brands leveraging natural strategies, whereby plant-based formulations are emphasised, are particularly well placed to capitalise on cannabis as it expands upon this existing natural proposition while providing a unique selling point.
“For example, brands have included variants of cannabis including CBD oil within skincare formulations and flaunting its anti-inflammatory benefits and antioxidant profile. While it has been advertised for its hydrating and conditioning benefits for the lips, eyelashes and eyebrows in the make-up category.
“In future, considerable consumer education regarding the cosmetic benefits of cannabis may be required before consumers actively seek this ingredient before other established ingredients for reasons other than curiosity or willingness to experiment.”