The Future of Clean Visionary Series Marketing Downloads... · 16 • Takeaway: Silicone is one of the top ingredients consumers are looking to avoid in beauty and personal care products

@2020 Aprinnova, All Rights Reserved, Confidential and Proprietary

The Future of Clean Visionary SeriesConversations with experts on timely trends for launching sustainable products

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Episode 3: THE FUTURE OF SILICONE-FREE ANTIPERSPIRANTS &DEODORANTS


Ramya ViswanathanSenior Product Development Manager

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TODAY’S DISCUSSION

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• The Rise of Natural and Free-from Consumer Demand

• The Next Wave of Silicone-free

• Expert Q&A


THE RISE OF NATURAL AND “FREE-FROM”

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@2020 Aprinnova, All Rights Reserved, Confidential and Proprietary6

CONSUMER FEAR FUELED EARLY DEMAND

• Only a few studies have investigated a relationship between breast cancer. All which have shown no increase risk or inconclusive risk.

• Drove early demand for “natural” and “clean” antiperspirants and deodorants

19%of antiperspirant and deodorant

users believe that using a product with aluminum can lead

to health issues according to Mintel

Mintel Body Care & Deodorant – US, July 2019

National Cancer Institute, 2020 https://www.cancer.gov/about-cancer/causes-prevention/risk/myths/antiperspirants-fact-sheet#r1https://store.mintel.com/us-bodycare-and-deodorant-market-report

https://www.cancer.gov/about-cancer/causes-prevention/risk/myths/antiperspirants-fact-sheet#r1

https://store.mintel.com/us-bodycare-and-deodorant-market-report


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54%Of skin care shoppers

are looking to shop brands that are

“grounded in a ‘free of’ ingredient perspective”

Sephora, 2018


BRAND CHALLENGESSearches for natural and clean deodorants and anti-perspirants are on the rise but…

22% of adults aged 23-25 agree that natural deodorants don’t work as well as mainstream deodorants.

and

34% of consumers care more about effectiveness of a deodorant than the ingredients

Mintel: Natural and Organic Personal Care Consumer, US, December 2018


WHAT ARE CONSUMERS ARE LOOKING FOR?

9Mintel: Natural and Organic Personal Care Consumer, US, December 2018


“FREE FROM” TREND IN ACTION

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• The trend is further amplified by celebrity endorsements, from the likes of GwenythPaltrow’s Goop to Justin Bieber


ROOM FOR EDUCATION

11Source: SEMRush, April 2020

• Takeaway: the top search queries for “antiperspirant” and “natural deodorant” point to demand for natural products, but also the need for more consumer education.


CLAIMS IN EUROPE

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10.82%

13.80%

16.14%

21.30%

16.15%

18.73%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Ethical - EnvironmentallyFriendly Package

Ethical - EnvironmentallyFriendly Product

Botanical/Herbal

Fast Growth Deodorant Claims

Apr 2015 - Mar 2016 Apr 2019 - Mar 2020

10.39%9.35%

11.55%

15.86%

13.60% 13.40%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%


Moisturising / Hydrating Time/Speed

Fast Growth AP Claims

Apr 2015 - Mar 2016 Apr 2019 - Mar 2020

Source: Mintel GNPD: where Region matches Europe, launches between Apr 2014 and Mar 2020Ingredient Search matches Antiperspirant and all child ingredients as the Ingredients; and category matches Deodorants


CLAIMS IN NORTH AMERICA

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3.15%

7.09%

14.96%16.33%

12.24%

22.45%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%


Botanical/Herbal Moisturising / Hydrating

Fast Growth AP Claims

Apr 2015 - Mar 2016 Apr 2019 - Mar 2020

7.45%

16.49% 16.49%17.50%

35.00%33.75%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%


Ethical - Animal Paraben Free

Fast Growth Deodorant Claims

Apr 2015 - Mar 2016 Apr 2019 - Mar 2020

Source: Mintel GNPD: where Region matches North America, launches between Apr 2014 and Mar 2020Ingredient Search matches Antiperspirant and all child ingredients as the Ingredients; and category matches Deodorants


SILICONE-FREE: MAKING THE TRANSITION

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D5 TRENDS & REGULATORY ENVIRONMENT

Consumer interest in natural and sustainable products

New EU regulation 2020: D5< .01% in wash off

products Potential for future restrictions

around leave-on products

Cosmetic Industry High demand for

cyclomethicone alternatives High challenge for formulators Supply constrained Prices increasing


CALL FOR SILICONE-FREE

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• Takeaway: Silicone is one of the top ingredients consumers are looking to avoid in beauty and personal care products.

37%

38%

40%

40%

42%

43%

44%

49%

Microbiome-friendly

Paraben-free

Phosphate-free

Vegan

Sulphate-free

Silicone-free

Cruelty-free

Ammonia-free

Share of consumers who are actively looking for products with these claims while shopping for beauty and grooming products

GlobalData, Clean Beauty Trends in Beauty Landscape, 2018


SUSTAINABLE & SILICONE FREE IN ACTION

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FORMULATORS CHALLENGED• No 1:1 or drop in replacement for

D5

• Formulator must balance• Sensory• Performance• Cost• Naturality• Social responsibility• Safety

• New solution will require a combination of material blends and a new formulation strategy, differing by application


FRAMEWORK FOR REPLACEMENT

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• Dry feel: not flaky, greasy, sticky, too soft or hard

• Spreadability: easy to apply and spread

• Sensorial: feels light on skin, absorbs quickly without leaving residue

Innovation is Key:

Hemisqualane

• Equivalent performance to D5 in stick and aerosol applications, sustainable and natural

• Developed an antiperspirant innovation for formulations using Hemisqualane

Key Features for Consumers in Formulation


Natural products build consumer trust

Natural + performance is good positioning

Natural + performance + sustainable is best positioning

Consumers are confused on the right products and ingredients for them, rely on recommendations of friends, influencers, and social media for product information

KEY TAKEAWAYS

ANALYSIS OPPORTUNITY Source sustainable and natural

ingredients

Focus on sensory performance to meet consumer performance demands

Incorporate messaging around ingredients, sustainability, and performance in all communications

Ensure your digital communications strategy is sharing what they need to know and generating word-of-mouth


Your Questions

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The Future of Clean Visionary SeriesThank You!Access more resources and guidance:www.aprinnova.com

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The Future of Clean Visionary Series Marketing Downloads... · 16 • Takeaway: Silicone is one of the top ingredients consumers are looking to avoid in beauty and personal care products