Though not as flamboyant as the cosmetics side of the industry, the teeth and eye categories are proving just as important to consumers. Our peepers and chompers are sitting strong alongside the skincare and make-up sectors, with Euromonitor reporting that in recent years the oral industry actually surpassed the sales of the former fields.
BD explores the innovations and trends in the teeth and eye sectors for the coming year.
Two-for-one
Time-poor consumers are thirsty for products that offer multiple benefits in a single application, a trend that has infiltrated each and every category of the beauty market thanks to modern lifestyle constraints. When it comes to oral care, this means “consumers expect multiple benefits from a single product including cavity control, fresh breath, healthy gums and whiter teeth,” says Weleda Australia naturopath Liezel Barnard. This is a trend that Barnard believes will continue to shape the teeth and eye arenas.
It’s a mantra echoed by Euromonitor, which forecasted the following in its recent trend report: “Oral care products resonating well with consumers include those with multifunctional benefits such as whitening, tartar control, sensitive teeth and longer protection against bacteria… Although basic toothpastes remain popular, there is growing demand for pastes with added functionality.”
This is a trend that has also infiltrated the eye care sector. Simple Skincare expert Craig Beaglehole predicts this consumer demand will launch new products that kill two birds with one stone in minimal time. He says: “Cleansing the eye area is made easier with products like Simple Kind To Eyes make-up remover pads gently removing all traces of eye make-up.”
Cost-effective
Rising costs are also a growing concern for consumers. For oral care in particular, this has led to a surge in production of dental options that don’t blow the budget.
Edelweiss ambassador and dentist Angelo Lazaris says “some key innovations have focused on making aesthetic dental treatments accessible to consumers at a fraction of the prohibitive fees of conventional alternatives. It is well established in dental literature that over-the-counter whitening products are ineffective, but the cost of professional care can be prohibitive.” This has led to the development of easily accessible treatments for consumers, cost-wise.
“There are emerging trends in restorative dentistry that focus on minimal intervention and harm minimisation. Key to this principle is the rejection of outdated treatments that require extensive tooth destruction in order to achieve aesthetic and functional results. Dentists are now able to offer patients highly aesthetic treatment options at minimal biologic cost and at fraction of the fees of conventional treatment,” says Lazaris.
Going au naturale
Thanks to the healthy lifestyle phenomenon, people are now more aware and selective when it comes to product ingredients. This has led to an overhaul of traditional ingredients, making way for new discoveries. As Barnard explains: “Consumers are concerned about the safety of the ingredients contained in the average commercial toothpaste including fluoride, sodium lauryl sulfate (surfactant or soap), potassium nitrate (desensitiser), tetrasodium pyrophosphate (tartar control), triclosan (antibacterial agent) and artificial sweeteners, colours, flavours, fragrances and preservatives.” As has happened for hair and skin care sectors, there is a distinct shift away from synthetics into what is considered ‘natural’.
The re-evaluation is what Barnard believes will lead to oral care changing tact in the future. “I expect tooth care to move away from antimicrobial agents like triclosan and surfactants or soaps like sodium lauryl sulfate in the future. More and more scientific research on the human microbiome is uncovering the essential symbiotic relationship between the human and microbes. Just like the bacteria in our gut, the bacteria in our mouths help keep us alive and forms an essential part of the oral immune system,” she says.
Jasmin Skincare head of marketing and communications Simone Trampert says an awareness of healthy lifestyles and ingredients has also had an impact on the eye category. “Ingredients found in eye care products have changed dramatically in the past five years due to the increased emphasis on internal wellness. Ingredients such as parabens and mineral oils are being replaced with botanical or food grade ingredients as the eye area is delicate and easily irritated, any product placed close to the eye can be easily absorbed.” She specifically refers to ingredients that are natural in origin and are known for their skin soothing and anti-inflammatory properties such as chamomile extract, green tea extract and papaya fruit enzymes. These ingredients are currently popular in eye care.
Beaglehole agrees with Trampert, saying the holistic trend has encouraged dermatologists to fuse science and nature in innovating. He confirms the most popular ingredients in eye care are “extracts such as mango, mushroom, black tea, marine algae and lychee extract, black oat, ginkgo biloba, oxygen and other classics like hyaluronic acid, and vitamins C, B5, B3”.
A taste of Korea
As Euromonitor puts it: “The rise in popularity and availability of Asian and more specifically South Korean beauty has helped innovation adopt a more complex approach.” Korean-inspired beauty techniques and tools are all the rage, a trend visible in every aspect of the beauty industry.
This is particularly true of the eye care arena. Trampert says: “Eye pens are growing in popularity and are being used in many Asian countries already. Skincare companies are producing eye gel or eye creams with a massage ball applicator to help stimulate the cells surrounding the eye area assisting to penetrate the skin more deeply.” She adds another Korean beauty staple is also becoming more popular: “Sheet masks for eyes - following the popular Korean trend, innovative skincare companies have designed sheet masks for particular areas of the face including the under-eye area… They give an instant hit of hydration and reduce puffiness.”
Barnard agrees that the Korean invasion in the beauty industry has also infiltrated oral care, commenting: “I’ve noticed the spread of bamboo salt toothpaste from Korea into Western countries.”
Recommended eye and teeth products include:
Arm & Hammer Advanced White Baking Soda and Peroxide
Dr.Hauschka
Eminence Organics
Elemis
Environ Skincare
Gernetic
Human + Kind
Jane Iredale
Jasmin Organics
Kiss
Kosmea
ModelCo
Murine
Paula’s Choice
Pearl Drops
RubiFresh
Racinne
Red Seal Baking Soda Toothpaste
Soshan
Styx Naturcosmetic Verbena Eye Gel
Thalgo
Tweezerman
Ultraderm
Yes to™ Blueberries Age Refresh Eye Firming Treatment
Weleda Salt Toothpaste
Recommended eye and teeth brands include:
Clarins
Ella Baché
GLAM by Manicare
Manicare