Nutritional supplements were designed to help consumers fill in the gaps when their regular diet fell short. But today, consumers are looking for supplements than offer benefits beyond basic vitamin A, B, or C. There’s been an explosion of designer supplements with clever names and Instagram-worthy packaging that promise healthier hair, stronger nails, or glowing skin—a “supplements” query in the search bar at Sephora.com yields 96 products. Whether it’s drinkable collagen or algae-filled capsules, the emerging nutricosmetics industry is anticipated to become a $7.4 billion industry as inside-out beauty reaches the masses.
Beauty Marketing: More than skin deep
Women know that their lifestyle is often reflected in their skin—puffy eyes or dryness can result from a lack of sleep or dehydration. Forty-four percent of consumers believe that vitamins and nutritional supplements are part of a healthy lifestyle, so it makes sense that these products would naturally appeal to those beauty consumers who are invested in health and wellness. In fact, 59% of consumers who say that living a healthy lifestyle is important believe that vitamins and other nutrients really make a difference in how they look and feel.
Millennials and Gen Z
Although beauty-oriented supplements are nothing new—women have been taking biotin for strong nails and thicker hair for decades, the category is experiencing strong growth due to interest from Millennials and Gen Z consumers. Among people who take supplements exclusively for beauty benefits, 26% are 18-34, as opposed to only 17% who are 35-54. Interestingly, this generation is not approaching beauty supplements as “medicine,” but rather as an extension of their beauty routine and part of a holistic approach toward health and beauty.
There’s Still Skepticism About Supplements
Among vitamin and supplement users, there’s still some uncertainty surrounding the efficacy of products—23% of consumers say they’re skeptical of product claims. Although supplements don’t require FDA approval before they enter the market, there are structure-function claims and other regulations with which brands need to comply. Building trust through quality and transparency can help ease consumer concerns.
Consumers are caring for themselves in a more holistic way that encompasses everything from food to fitness to fashion—and beauty is a natural extension of that. The philosophy that wellness is a lifestyle, rather than a goal, has created a demand for products and services that allow these committed consumers to deepen their pursuit of optimal health. Brands that wish to appeal to them must be as committed to delivering the right products and messages. Contact us today to learn how Women’s Marketing has helped hundreds of emerging brands succeed.
Sources: Mintel Vitamins, Minerals & Supplements, September 2017, Fung Global Retail & Technology Deep Dive Wellness as a Luxury, Part 3 Eating Well 2017, Business of Fashion Why the Beauty Industry Is Betting Big on Supplements June 2017