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2019年 アメリカ スキンケア トレンド

In 2018, CBD (cannabidiol) derived from cannabis grass, which was first introduced by natural brands, and plant-derived bakuchiol, which has a high anti-aging effect, attracted a great deal of attention in the skin care industry in 2018. As a result, in 2019, skin care using CBD oil and bakuchiol is becoming a trend involving major brands. In addition to this, the current situation of the Korean brand in the skin peeling field, skin care that responds to individual needs more precisely, and new trends in the skin care industry against the backdrop of heightened environmental awareness are held. Meanwhile, let’s look at the future outlook.

Skin care products containing CBD (cannabidiol) oil

Cannabidiol (CBD for short) is a chemical substance found in cannabis plants and has sedative and anti-inflammatory effects. Unlike cannabis, it is considered to have a low risk of dependence, and is therefore preferred by people with a natural healing tendency as a pharmaceutical preparation to reduce inflammation.

It was 2018 when cosmetics containing CBD oil came to the forefront. It was launched as a facial oil and bath bomb as a product that can be expected to have sedative and anti-inflammatory effects (from acne to aging care) from some natural brands, and it quickly entered the trend.

In response to that trend, in 2019, major skin care brand Josie Maran (Josie Maran) released a facial oil of hemp seed oil extracted from CBD oil and hemp seeds, containing only two types of ingredients, Peter Thomas Roth also launched moisturizers and oils with added CBD and hemp seeds. Other major cosmetics manufacturers have also launched CBD-related brands and have begun selling skin care products such as face oil and emulsion.

Skin care products containing bakuchiol as a substitute for retinol

Bakuchiol, which is a kind of legume and produced from the Dutch stiletto, is an analogue of retinol and is expected to have similar effects. It has been attracting attention since 2018 as an alternative to retinol, and since it contains plant-derived ingredients, it is gentle on the skin and suitable for people with sensitive skin. In the future, cosmetic manufacturers are expected to incorporate moisturizers containing bakuchiol, beauty essences, and facial oils.

 

 

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Skin peeling with PHA (polyhydroxy acid)

Traditionally, exfoliation was done manually using sugar scrub. However, due to the burden on the skin, more and more people are using skin peeling lotions. Traditionally, the main ingredients of skin peeling were AHA (glycolic acid) and BHA (salicylic acid), but PHA (polyhydroxy acid), which is gentler to the skin and safe for people with sensitive skin, has been introduced. In this field, Korean cosmetics brands are the main focus, of which the Avocado Melt Sleeping Mask released by Glow Recipe is a representative example.

Made-to-order skin care

大手スキンケアブランドのNeutrogena(ニュートロジーナ)は、シートマスクをひとりひとりの顔の形状と状態に合わせた、マイクロ3Dプリントフェイスマスクの開発に取り組んでいます。製品化は2019年後半以降の見込みですが、この商品のポイントは、個人にカスタマイズされたものであるにもかかわらず、ドラッグストアで購入できるような価格帯であることです。

また、Unilever(ユニリーバ)傘下の新しいブランドであるSkinsei(スキンセイ)は、各個人の肌のニーズに合わせたスキンケアを提供しています。例えば、消費者の肌の状態や、気になる点、ライフスタイル、毎日のお手入れや、居住地域の環境汚染レベルなど、幅広く質問に答えることで、個人にもっとも効果的なスキンケアを見つけ出します。

環境負荷のかからないスキンケア製品へ

消費者の環境への意識の高まりから、規模の小さい、ニッチなブランドのみにとどまらず、大きなブランドもプラスチック包装を削減しようとしています。イギリス発のブランドであるLush(ラッシュ)は、2019年、全商品をパッケージなしで販売する店舗をイギリスにオープンさせました。消費者が求める分だけ、量り売りするというスタイルです。

また、スキンケア商品には大量の水が使用されていますが、水を使用しない製品の発売に取り組んでいるL’Oréal(ロレアル)は、2020年までに水の消費量を60%削減することを宣言しています。

その他にも、医薬品に近い効果が期待できる化粧品、全身スキンケアや液体で角質を除去する化粧品など様々な商品が登場しており、2019年後半も化粧品のトレンドから目が離せません。

 

出所:The Six Biggest Skin-Care Trends and Innovations Coming in 2019
2019’s Biggest Skincare Trends Revealed


著者: Ami.T

日本の大学を卒業後に渡米し、幅広くデジタルマーケティングの経験を積む。現在はトランスコスモスアメリカでEコマース事業に従事し、いつもアメリカの最新Eコマース事情やデジタルマーケティング手法、市場動向にアンテナを張り、新しい施策を積極的に試みています。


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