Sleep, wellness and beauty: COSSMA

Beauty and wellness are increasingly synonymous in many consumers’ minds as they look for a refuge from hectic urban lifestyles or simply for a way to feel good about themselves. It’s also about taking a more holistic approach to looking after oneself, so that beauty becomes one element of a lifestyle that includes diet, exercise, relaxation and sleep.

Beauty preferences are evolving as consumers connect beauty with health, hygiene and comfort in their own bodies. In its annual beauty survey for 2018, Euromonitor International demonstrates that beauty is a mix of external characteristics and that very few people link stereotypical associations such as glamour and status with the definition of beauty. Looking healthy comes at the top of the list, cited by over half of global consumers; other important attributes are being comfortable in your own skin and inner confidence. The report states: “Smart brands are already matching their product development and marketing efforts with how their customers define beauty”.

Dove, for example, launched the Dove Self-Esteem Project, a non-profit with a mission “to ensure that the next generation grows up enjoying a positive relationship with the way they look.”

Jo Lawler, global skin care analyst, Mintel, believes that consumers want 360-degree wellbeing, as they embrace all of their senses in a quest to attain maximum health. “They are looking for simple solutions for stress-related issues as they become more aware that good skin and wellness come from a holistic approach to skin care,” she argues.

The link between sleep and healthy skin

Mintel have seen a total lifestyle shift as wellness sectors extend far beyond nutrition to include sleep cycles, stress levels, mental health and more. For example, in the UK, 38% of women aged 16+ who have used cleansing or caring products agree that stress is an internal factor that impacts the appearance of facial skin.

Sleep, or the lack of it, can have an enormous impact on skin condition due to the division and regeneration of skin cells that occur when we fall into REM sleep. Cosmetic scientists are using this knowledge to develop sleep formulations that work on repairing skin cells at night and that work during restless and broken sleep.

Sleep beauty products are a growing category of skin care

According to GlobalData, 21% of global consumers are concerned about tiredness/fatigue and actively buy products which address it. Noelle Gabriel, Managing Director and co-founder of Elemis, maintains that a good cleansing routine is an important feature of healthy rested skin and observes that the skin is a cleansing organ that works at its peak while resting at night.

Elemis Pro-Collagen Overnight Matrix is formulated to work on cleansed skin, and its dual action formulation of encapsulated peptide4 and hetrapeptides work to protect the delivery of actives to the skin while sleeping. Meanwhile, overnight sleep masks are growing in popularity among consumers looking to turbo-charge sleep in the quest for glowing, rested skin. Examples include Dior Hydra Life Jelly Sleeping Mask, Chanel Anti Wrinkle Skin Recovery Sleep Mask (described as “skin’s own silk pyjamas”) and Kiehl’s Ultra Facial Overnight Hydrating Masque. In another development, Awake Beauty uses cutting edge Japanese technology to harness the energising powers of plant oxidants and promises to mimic the restorative effects of a good night’s sleep.

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