NAP Highlights their Commitment to Inclusive Cosmetics through Standout Ingredients that Support & Embrace the Beauty of Aging
VALENCIA, Calif. (September 24, 2021) – On the back of “September is Healthy Aging® Month”, Naturally Australian Products features a four-part series on the top natural ingredients that support skin with age, including select Essential Oils, Carrier + Seed Oils, Butters and Cellular Extracts.
NAP launched the series as a commitment to helping brands broaden their reach to all ages, and especially those over 50. A 2018 study showed that the majority of the over-50s audience felt ignored by brand messaging – more precisely, 78% felt under-represented or misrepresented by advertising, and that “69% would be more receptive to brands if they represented over-50s more accurately.”1
Across generations, youthful skin has been the objective since the age of Cleopatra, but now more than ever, conscious consumers are seeking a more holistic approach to their beauty routine. NAP specifically chose ingredients to compliment the skin and hair concerns of “Gen S” - S as in ‘silver’, ‘sexy’, and more importantly ‘spenders,’ with baby Boomers holding 70% of disposable income in the U.S..2 From sun-damage, skin thinning and fine lines to hair loss or graying, these ingredients offer formulators a range of natural compounds that speak to individuals’ unique lifestyles and concerns. After all, each buyer contributing to the chart-topping global sales category of ‘premium anti-aging products” (Table 1) has a unique set of needs, and luckily there is an ingredient for just about each of those.
Table 1: Retail Value Sales of Cosmetic Categories (Source: http://go.euromonitor.com/rs/805-KOK-719/images/Beauty_and_Personal_Care_Quarterly_Statement_Q3_2018%20%281%29.pdf)
These natural ingredients’ constituents are backed by third-party research, demonstrating the potential benefits for skin and hair care. Although there are invasive procedures and treatments to speed up cell turnover rate or reduce signs of aging, one study supports that daily skin care routines “may increase skin regeneration, elasticity, smoothness, and thus temporarily change the skin condition.”3
With a noted increase in the use of botanical preparations in anti-aging cosmetics,4 we see this as the beginning of the “successful aging” paradigm shift that celebrates and supports continued active, healthy lifestyles beyond 50! Whatever generation your brand speaks to, it’s never too early to start setting the standard of “well-aging.”
About Naturally Australian Products
Naturally Australian Products (NAP) is a premier wholesale supplier delivering quality, traceable botanical ingredients, backed by certifications, thorough testing and documentation. Specialists in native sourcing, NAP has 30 years hands-on experience growing and wild-crafting Tea Tree Oil from their own organic farm in the Bungawalbyn Valley Basin (the tea tree industry’s birthplace). NAP launched NAP Global Essentials in 2015 to expand their ingredient catalogue, now sourcing superior ingredients from over 30 countries: essential oils, plant extracts, hydrosols, carrier oils and more for the cosmetic, nutraceutical, pharmaceutical, food & beverage industries.