Cannabis offers opportunities for beauty industry

Cannabis offers original and natural opportunities for cosmetic brands.

In a beauty industry saturated with “natural” and “organic” claims, Cannabis offers opportunities for brands to differentiate natural product offerings.

An organic solution

Today’s informed and health-conscious consumers seek beauty and grooming solutions that are both effective and contain natural formulations.

Over a third (38%) of global consumers believe that “high quality” in personal care products is synonymous with “natural/chemical-free”, while a further 28% of global consumers perceive high quality to mean “organic”, according to GlobalData’s 2018 primary consumer research.

However, as these terms have become more established in the industry, brands must effectively differentiate from competitors while still aligning with natural values and principles.

Combined with the recent legalization of Cannabis in Western markets such as Canada, the ingredient is gradually being embraced by the beauty industry.

Natural selling point

Brands leveraging natural strategies whereby plant-based formulations are emphasized are particularly well placed to capitalize upon Cannabis as it expands upon this existing natural proposition while providing a unique selling point.

For example, brands have included variants of Cannabis including CBD oil within skin care formulations touting its anti-inflammatory benefits and antioxidant profile, while it has been leveraged for its hydrating and conditioning benefits for the lips, eyelashes, and eyebrows in the makeup category.

NYX is the latest beauty brand to have launched a Cannabis-inspired beauty collection, featuring blotting papers, a lip conditioner, a brow setter, and a primer each infused with cannabis seed oil.

However, in future, considerable consumer education regarding the cosmetic benefits of Cannabis may be required before consumers actively seek this ingredient ahead of other established ingredients for reasons other than curiosity or willingness to experiment.

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