Skincare and cosmetics have long been at the forefront of ecological discussion, and with good reason. This industry is navigating a delicate tightrope as it minimizes its harmful impact on the environment and fulfills its responsibility to keep customers safe. Clearly, this is easier said than done. Low entry barriers and a glaring lack of standardization have ensured a market saturated with products that claim to be the answer–but ultimately fall short.
Despite these challenges, pollution levels continue to rise, and changing environments have made cities more unlivable than ever. With more than 92% of the world’s population exposed to highly unsafe air and suffering life-threatening consequences, consumers are left cluelessly to fend for themselves.
What is the industry’s best bet? Anti-pollution products.
Anti-pollution products are an emerging category of skincare products specifically designed to protect the skin from the harmful effects of environmental pollutants, such as fine particulate matter, heavy metals, and toxic chemicals.
Considering their claim in mind, one can easily imagine the demand they seek to fulfill.
And it’s not small.
Major cosmetics companies such as L'Oreal, Procter & Gamble, Unilever, and Kiehl's have launched their own lines of anti-pollution skincare products, which have proven popular among consumers. To illustrate, Kiehl's launched its Clearly Corrective line in 2012 and has seen continued growth in sales for its anti-pollution skincare products. L'Oreal has also reported strong growth in its anti-pollution skincare line, indicating a growing demand for these products.
Anti-pollution skincare products typically include cleansers, moisturizers, serums, and masks formulated with ingredients known to protect the skin from environmental stressors and neutralize harmful free radicals. Some common ingredients found in these products include antioxidants, such as vitamins C and E, green tea extract, and resveratrol, as well as detoxifying agents, such as charcoal and clay.
Pollution attacks the skin on many different fronts. It breaks down protective barriers and causes inflammation, acne, eczema, and rapid aging. What this implies is that anti-pollution products need to have a level of specificity that corresponds to unique skin types and problems.
To achieve this, one needs a high level of insight into exactly how the environment affects different skin types.
Luckily, this is the perfect place to get that data.
It’s simple–incorporate a data-driven approach at every stage.
Environmental data is useful for understanding exactly how pollution is affecting our skin. Information about air quality, weather patterns, and UV radiation levels can be used to develop products that are specifically tailored to the needs of different environments and provide more targeted protection.
For example, in cities with high levels of air pollution, products that are more focused on protecting the skin from particles such as nitrogen oxides and sulfur dioxide can be developed. In areas with high UV radiation levels, products can be designed that provide more protection against the damaging effects of the sun.
And this is happening in reality too.
Every region’s unique climatology results in a different kind of skincare demand. In Japan, there is a more significant demand for UV-protecting products. In Korea, there is a louder call for hydrating and pore-cleansing products. On the other hand, the average American consumer wants products that help with anti-aging.
This type of data-driven approach to product development can lead to more effective and efficient solutions for skin protection. It can also provide a more personalized experience for consumers, as they can choose products specifically designed for their environment.
In addition to this, environmental data can also be used to monitor the effectiveness of anti-pollution offerings. By measuring the pollution levels in different environments, one can measure the exact impact of these products on the skin.
That’s still not all.
Awareness contributes a lot towards the consumption of anti-pollution products. The more aware consumers are, the more inclined they are to use them. Here, environmental data helps to reach consumers all over the world at the right time.
L'Oréal leveraged this opportunity and saw some great results.
L'Oréal used programmatic advertising to promote its Vichy skincare line in Europe. The campaign used data to target consumers based on age, gender, and skincare concerns. The results were a 25% increase in conversions and a 70% decrease in cost per acquisition.
Innovation is the key to creating effective anti-pollution skincare products. Considering the opportunity in this domain, environmental data can provide invaluable insights into the impact of pollution on our skin.
And guess what? Ambee’s hyperlocal and ultra-granular environmental data can help you achieve all that and more. Have a look at how Ambee’s Air quality API helped this company enhance its product to reach consumers at a more personal level.
To get a detailed sense of how air quality and environmental data can help enhance anti-pollution products, contact our experts here. At Ambee, we utilize a multimodal approach to gathering data from various on-ground sources, satellite imagery, and open-source data. Our proprietary models measure, process, and analyze data from over a dozen sources, processing many terabytes of data every day. Let us help you help the world!