In 2020, as the global health pandemic rages on, consumers are seeking out two key claims almost above all else for their skincare and personal care products: safety and efficacy.

In fact, a recent global study by Nielsen discovered that consumers were most apt to pay premium pricing for a product that could offer pledges of excellent quality and verifiable safety standards. 

“Over the coming weeks and months, consumers will be seeking greater assurance that the products they buy are free of risk and of the highest quality when it comes to safety standards and efficacy,” explained Regan Leggett, Executive Director, Nielsen Global Intelligence, of the data.

As consumer desires for safety and efficacy surge, the importance of formulating skincare and personal care products that are backed by efficacy, health, scientific research, and clinical trials will be of the utmost importance.

The evolution of safe 

The definition of a safe skincare formulation has evolved over time. Traditionally, a “safe” skincare or personal care product meant a product that is:

  • Safe for human use
  • Will not grow mold or bacteria
  • Uses preservatives to ensure formula efficacy and stability

However, in recent years, as the clean beauty movement has exploded, many consumers have changed their personal definition of “safe” to also encompass a “clean” product that is formulated without a long, ever-changing list of common ingredients and delivers on sustainability and eco-friendliness.

But now, in the constantly shifting landscape of 2020, many experts predict the consumer definition of “safe” beauty will evolve back to more traditional definitions.

“Amid the outbreak, the sort of “clean” consumers are thinking about most isn’t necessarily the sort of “clean” beauty brands have been promoting. Cleanliness is necessary to prevent disease on an immediate basis, not only to protect long-term human and environmental health,” said Rachel Brown in BeautyIndependent. “As mentioned by Larissa Jensen, VP and beauty industry advisor at NPD, the notion of safety is becoming paramount. She underscores, “Safety is going to be a big consumer talking point over the next several months.”

What consumers want now

For health-conscious consumers today, safety and efficacy mean a personal care product that delivers quality results and contains advanced, well-researched ingredients that are protected and stabilized within a formulation. Moving forward, products and formulators that reflect a serious commitment to science and efficacy will be embraced by concerned consumers.

Additionally, companies and brands that can deliver transparent details about the safety and effectiveness of their ingredients, delivery systems, manufacturing processes, and sanitization measures are also predicted to do well in the later half of the year.

“Once stores closed, the advertising that worked best featured effectiveness and ingredient quality. [Now] people don’t want shiny, sparkly things, they want products and results that are ingredient-focused,” Enrico Frezza, founder of Peace Out Skincare, told Forbes. 

The road ahead

As consumers continue to worry about their personal health and the global health crisis, formulations that focus on effectiveness through clinically researched skincare ingredients are poised to skyrocket in popularity.