10 tips every beauty buyer should know when purchasing skin care products

Nikel-CosmeticsUnderstanding the consumer and what she’s looking for is key to purchasing the right skin care products for your retailer. Consumers nowadays are educated about skin care and know what they want in a skin care product. When choosing a new skin care range, or products in a range to complement their existing skin care regime, they don’t only look at the price. Innovation and the use of the latest technology in cosmetology, quality and versatility are just a few additional aspects to consider.

Staying on trend

For beauty buyers, staying on trend and finding skin care products that are in high demand by consumers is crucial to being on top of their game. One of the top trends for 2018 is that consumers now see beauty as an extension of health and wellness, and are seeking products that are devoid of harmful ingredients. Another trend is the simplification of beauty regimes, with consumers wanting to go back to basics with natural active ingredients that are good for both the skin and the body.

Versatility

Consumers are looking for products that offer more than one benefit. With busy lifestyles and less time to spend on beauty regimes, consumers are purchasing skin care products that can be used for a multitude of skin concerns. ‘A beauty product should rebalance and moisturise, as well as help combat the effects of ageing, for instance,’ explains acclaimed scientist Mirjana Brlečić, the brain behind Nikel Cosmetics, a natural skin care range from Croatia, recently launched in South Africa.

Efficacy

Active-ingredient concentration, the overall formulation and pH all play a vital role in the effectiveness of the skin care product. The European Union (EU) regulations for cosmetics have very strict standards for all products produced in the European market. These regulations are seen as the highest in the world and also include a strict protocol for ingredient lists. This means ingredients must be listed from highest to lowest concentration. When choosing your products bare this in mind, as this gives an indication if the active ingredients that are advertised are actually present and will be effective in the product.

Ingredients

Consumers are very aware of the harmful effects synthetic chemicals can have on their skin and the demand for natural ingredients is increasing. Persistence Market Research has predicted that the global organic skin care market will be worth nearly $22bn by 2024. The biggest driver of this trend is the growing number of health-conscious consumers and their desire for products containing natural, simple and familiar ingredients.

Quality

The quality of the product is a direct reflection of its ingredients and the way it’s been manufactured. All products need to adhere to as per the EU Regulations. These guidelines ensure products are manufactured to the highest and most consistent standards. The EU regulations set out guidelines from sourcing raw materials from reputable suppliers’ up until the final product.

Quantity

For consumers, less is more when purchasing high-quality skin care products. Brlečić says a good-quality product should use the highest concentration of active ingredients, so the end user has to apply only a small amount. To get an idea of the true value of the product you’re looking to purchase, take note of the application instructions to estimate how much of the product needs to be used and how often.

Clean labelling

Clean labelling is a rising trend among consumers wanting food products to have simple, natural and familiar ingredients that are easily recognisable – and this trend is expanding into the skin care industry. Consumers want to know what they are putting on their skin and that there will be no harmful effects. Brlečić notes that the ingredients list is the first place consumers look to see what ingredients the product contains, and the more natural the ingredients, the better.

Packaging

The big trend in beauty packaging is ‘Instagrammable packaging’. With social media playing a huge role in people’s lives, products that have packaging that photographs well, with a clean or colourful look and feel, will get noticed. Standing out from the crowd is necessary in this increasingly saturated market.

Technology

Beauty houses are constantly finding new and innovative ways to advance skin care. A big trend now is to find the best protection from UV damage and pollution and restoring the balance of the skin from damage already done. Cosmetic houses have realised that using traditional age-old ingredients with the help of the latest science and technology in cosmetology, can do just that.

Beauty without cruelty

Ethical skincare is very much on trend, as the informed consumer is no longer happy to use products that contain animal by-products or that are tested on animals. The EU Regulations stipulate that no animal testing is allowed on either the raw materials or the final product.

Nikel Cosmetics is an established premium brand from Croatia. The skin care range is produced using the latest technology in cosmetology and traditional active plant ingredients. The products are pure, safe, effective, and natural and feel luxurious on your skin. Nikel Cosmetics have won numerous international awards including the ‘best moisturiser’ at the 2018 Elle beauty awards.


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