Lunar Facial Oils Tap Consumer Spirituality
As consumers become more aware of the body’s circadian rhythms and how to tune into them for holistic benefits, beauty brands are creating products that align with natural planetary cycles. New launches in this category take inspiration from the phases of the moon.
In Selling Cyclical Beauty, we explore the way modern consumers are actively acknowledging the importance of cyclical patterns and their effects on wellbeing. UK naturals brand Andrea Garland is tapping into this concept with its Lunar Face Oil Duo. Together, the curated blends aim to detoxify and strengthen the skin in alignment with the 28-day moon cycle.
Launched in April 2019, both of the oils work throughout different phases of the lunar cycle. The Waning Moon Facial Oil purifies the skin when moving towards a new moon. The light-textured oil includes ingredients such as grapeseed, bitter orange and chia – all of which calm and soothe the desired area. Meanwhile, the thicker Waxing Moon Facial Oil restores and hydrates with olive squalane, jojoba, and sandalwood before the full moon.
The facial oils are feeding into New Age beauty trends, in which lunar cycles play a growing part. Sixty-nine per cent of pivotals (aged 13-34) believe in a non-physical realm (BeautyCon Media, 2017) and the brand’s cyclical skincare concept appeals to this spiritually minded cohort. To keep track of this moon-motivated ritual, customers who buy the oils are provided with a lunar calendar for the year ahead. For more on how spirituality is being injected into beauty, see Make It Magic: New Age Beauty.
Touting its sustainable ethos, as well as providing a planet-friendly option for eco-conscious consumers, Andrea Garland offers biodegradable refills to avoid using single-use plastic. This is a lucrative strategy to tap into: 72% of UK consumers would be interested in buying products made from recycled packaging (Mintel, 2018). For more on sustainable packaging solutions see, Packaging Innovations 2019 and Loop Zero-Waste Packaging Platform for Brands.