Harsh winter weather elevated the hunt for hydrating skin care solutions that were exacerbated by the past two years of slathering on drying antibacterial products. Consumers are ready for moisturization.
Constant Zoom calls also made consumers face the reality of aging. “Attention to skin health during the pandemic made people more aware of skin hygiene and care,” said Lauren Brindley, group vice president of beauty and personal care at Walgreens. “That translated to increased sales of premium products to support regimens.”
CVS is adding new brands that reflect the direction of skin care, which in tandem with hydration and antiaging includes folding in safer ingredients.
Andrea Harrison, vice president of merchandising, beauty and personal care at CVS, used GoodSkin MD as a prime example. The lineup is safe for sensitive skin but has a whimsical side rather than an overly clinical look.
Heritage skin care brands, she said, have done an admirable job of stepping up efforts to deliver ingredients that many consumers crave, such as retinol and hyaluronic acid, and beauty from within in the form of vitamins and supplements.
At Walgreens, there is a focus on healthy skin, which requires both hydration and antiaging elements. “It is a great opportunity for dermatological-led skin care brands in the mass market,” Brindley said, noting the additional foot traffic for vaccines and other healthcare needs.
Walgreens also has the advantage of pharmacists and beauty consultants, who are both trained in skin care and who collaborate to get consumers to the right solution. “Pharmacists give a warm handoff to the beauty consultant, who can walk with customers to find the right solutions,” she said.
At Rite Aid, Erik Keptner, chief merchandising and marketing officer, has seen the movement to consumers shopping by ingredients first rather than only brand. He said he believes 2022 will be the year of ingredients.
At Garcoa Laboratories, CEO Greg Rubin has a checklist of ingredients he said he believes will propel skin care sales, including those addressing the microbiome and ones with detoxing capability, ozone protection, collagen builders, hyaluronic acid and the venerable vitamin C.
“Let’s face it, everyone wants to cure wrinkles, blemishes, scars, dark circles, crepey necks and more. Masks and scrubs are superhot in the category, and we will see more simple ingredients soon taking over the category,” Rubin said.
Adding to the hot ingredients for 2022 is bakuchiol, which is considered a “softer” alternative to retinol. It is featured in Sky Organics’ Youth Boost collection, which is suited for sensitive skin, according to the company.
Ingestible beauty continues to create buzz. Yamit Sadok, senior director of marketing at Twinlab and Reserveage, said she is confident the market will be “very receptive” this year to using vitamins and supplements to benefit skin. The company is introducing natural, sugar-free, vegetarian gummy products.