New Beauty Launches Address Stress
New UK-based beauty launches are tackling stress – the global affliction accelerated by Covid-19. One-third of Americans (33%) have experienced high levels of psychological distress at some point during the extended period of social distancing (Pew, 2020) and 66% of Brits said lockdown had heightened feelings of anxiety (This Works, 2020).
Aromatherapy expert This Works is extending its heritage Stress Check skin, body and personal care range with new products and ingredient blends. The original fragrance has been updated with ylang ylang, which was shown in studies to positively affect specific areas in the brain associated with reward and a diminished stress response. Hemp-derived CBD has also been introduced to skin and body products for its comforting, balancing effect.
Other new launches within the range including the stress-relieving fragrance cater to increased hygiene, such as 70% alcohol-based sprays for the face, hair and hands, as well as hand wash and moisturisers.
Colour cosmetics brand Trinny London is also betting on stress with its new BFF De-Stress Tinted Serum, an innovative hybrid skincare/make-up product which claims to counteract the physical effects of stress on the skin. It does this with a NP-TriOX complex based on a high concentration of neurophroline, an ingredient increasingly being used in topical formulas for its ability to break down the production of cortisol (the stress hormone) in the skin.
The launch addresses relatable lifestyle concerns such as lack of sleep, poor diet, tension and exposure to HEV light as a result of increased screen time, which contribute to cortisol production and hamper the skin’s regeneration process.
As we explore in Beauty’s Health Makeover: Stress-Busting Beauty, consumers are now actively aware of how their mounting stress is negatively affecting their inner and outer health, wellbeing and beauty. As consumers adopt products and rituals as acts of self-care, beauty brands can become stress-busting bastions, to lucrative effect.