British plant-based performance skin and bodycare brand Ren has launched an anti-fatigue range containing magnesium and Atlantic kelp, tapping into modern consumer concerns about sleep and tiredness in a climate dominated by wellness.
Magnesium is typically used as an oral supplement to aid sleep, however the mineral is also easily absorbed through the skin and boasts revitalising and rejuvenating properties.
According to the brand, by restoring the body’s balance of magnesium and other trace elements, the skin cells are flooded with oxygen and nutrients to better aid their release of waste, toxins and heavy metals. Supporting the energy levels of the skin cells helps to create a positive effect on the overall energy levels of the body and mind.
Combined with sea kelp and seaweeds harvested from West Ireland, as well as complementary antioxidants, the formula claims to fight fatigue, stress and pollution. These are key concerns for the contemporary, urban consumer, who often struggles with maintaining a good work/life balance (see Battling Busyness), lack of sleep (see Smart Sleep in Wellbeing Warriors), and the growing threat of global pollution (see Pollution Patrol in Beauty 360).
Clever brands will focus their future efforts on catering to these new developing concerns, creating efficacy-backed solutions packaged with a luxury, sensorial appeal – a key component of the beauty experience (see Selling Sensorial Beauty).
The range comprises a body wash, body cream, hand wash and lotion, an exfoliating scrub and a bath oil.