According to the market research firm, there was a 40% rise in the number of beauty and personal care products launched carrying an anti-pollution claim, between 2011 and 2013 in the Asia-Pacific region. This has raised APAC’s share of global beauty and personal care launches holding anti-pollution claims from 22% in 2011 to 27% in 2013.

© Aleshyn Andrei / shutterstock.com

© Aleshyn Andrei / shutterstock.com

Furthermore, Mintel’s research shows that many consumers are looking to wash away the effects of their surroundings in particular, as the number of soap and bath products launched in the APAC region carrying an anti-pollution claim grew 63% between 2011 and 2013. In addition, hair product launches carrying anti-pollution claims have grown 61% while skincare launched with anti-pollution claims grew 46% over the same time period.

As awareness of the effects of pollution grows, we are seeing the expansion of beauty products that shield from its effect, with an increasing number of consumers living more urbanised lifestyles, looking forward we expect to see a rising number of beauty and personal care products launched carrying more specific anti-pollution terminology, that specify the sources and composition of the pollutants,” commented Emmanuelle Moeglin, Global Fragrance and Colour Cosmetics Analyst at Mintel.

Global phenomenon

Whilst the APAC region has seen particularly strong growth of anti-pollution beauty products, this claim has also posted strong growth globally. Between 2011 and 2013 there was a 10% rise in the number of beauty products launched carrying this claim around the world, with a 60% rise in the number of soap and bath products launched with this claim, a 31% rise in hair products with this claim and a 22% rise in skincare launches carrying this claim.

Although demonstrating smaller growth in comparison to other categories, skincare products are still the most likely category to carry an anti-pollution claim, with 3.7% of skincare products launched globally in 2013 holding this, up from 3.2% in 2011. Moreover, there are a growing number of eye care products being launched carrying an anti-pollution claim with 7.2% of eye-care products launched so far in 2014 carrying this, up from 3.9% in 2012.

Mintel has identified growing consumer awareness of pollution to be a key trend for 2015. Indeed, in the UK, 83% of adults feel lifestyle has a big impact on skin and 22% of women look to cleansers to protect their skin from the environment or pollution. Older consumers are a particular target, 31% of UK women who use facial skincare products use a moisturiser to counter the effects of pollution or the environment on the skin, but the figure rises to 48% of women aged 65 and over.

"In 2015, pollution will become a key media focus. The cosmetics industry in particular has been awakening consumers to the immediate, visible, personal effects of pollution. As a result, we can expect protective claims against PM 2.5 [1] and others to grow in product marketing in skincare and cosmetics in general," concluded Richard Cope, Senior Trends Consultant at Mintel.