對健康狀況的日益關注推動化妝品的創新

根據歐睿信息咨詢有限公司（Euromonitor International）的最新調研，消費者健康意識的增強正在推動全球化妝品行業的創新。

在過去的5年中，全世界消費者的健康意識大大地增強了，這主要是由于媒體對健康問題的不斷聚焦以及政府方面對健康專案的投資增加。很清楚，消費者對健康狀況的日益關心明顯影響了諸如包裝食品和非處方藥（OTC）保健市場，然而，Euromonitor International發現這也成為了一個對化妝品市場發展越來越有影響力的因素。

在過去10年里，化妝品生產商利用全球迅速發展的健康趨勢，推出了過多的含有多種維他命的護發護膚產品，以至于現在富含維他命的產品成為了主流。（歐睿信息咨詢有限公司Euromonitor供稿）

健康和美麗——是一回事嗎？

事態在去年有了進一步發展。受消費者日益熱衷于協調食療與美容趨勢的鼓舞，歐萊雅（L'Oréal）和寶潔（Procter Gamble）公司分別與雀巢（Nestlé）和Pharmavite公司建立聯盟以擴大OTC健康食品生產。寶潔和Pharmavite聯手推出了玉蘭油（Olay）維生素補充劑，雀巢、歐萊雅也宣布即將聯手推出活膚錠（Innéov Fermeté，一種抗衰老藥方）。更近的消息，本月的角色有些顛倒，位于海峽群島根西島的針對英國市場的維他命郵購供應商——Healthspan，推出了面向45至60歲女性的一組專用的化妝品和護膚品。

歐睿信息咨詢有限公司Euromonitor供稿

模糊化妝品和藥物的界線

Euromonitor International預計這種發展情況會越來越普遍?；瘖y品分析師卡林·皮耶（Karine Peyre）評論說：“在Euromonitor我們看到交叉市場發展的潛力開始增長。一部分是因為許多保健品領域的撤銷管制使消費者越來越熟悉更多種類的OTC產品。另外媒體對健康問題的深度聚焦也非常重要，因為這不斷地改進消費者的健康意識并激發他們更強的興趣?！?/p>

Euromonitor International提出，化妝品特別是護膚品領域技術的日益尖端以及更明確的面向消費群體，都會增強這種交叉發展的可能性。Karine Peyre解釋說：“當生產商推出針對特定群體的產品，他們就越來越集中精力于特殊問題，比如衰老或者敏感肌膚的結果。因此，藥用和化妝用的界線就隨著更先進產品的開發而變得模糊?！?（歐睿信息咨詢有限公司Euromonitor供稿）

美國化妝品市場關鍵

Euromonitor International的研究表明，美國消費者越來越相信美從“健康”開始，所以這一趨勢在美國市場很普遍。零售商越來越多地把他們的美容產品和非美容品聯系起來，把健康產品比如維他命定位于接近化妝品。制造商則推出系列化妝品并聲稱具有某些OTC產品的功效，就像薩利·漢森（Sally Hansen）的“迅速完美地恢復美麗”（Healing Beauty Fast and Flawless）美容品，其中一些產品以含有抗皺和治痤瘡成分為特色。很明顯，對于這些與健康有關的化妝品，現在一般都含有維他命，并且越來越多含有天然草本精華的化妝品，市場需求強勁。

歐睿信息咨詢有限公司Euromonitor供稿

欲了解更多信息，請聯系歐睿信息咨詢（上海）有限公司info@euromonitor.com.cn， 021-63352808

Increasing interest in health and wellness drives innovation in cosmetics and toiletries - 11 Jan 2005

The rise in consumer health awareness is driving innovation in the global cosmetics and toiletries industry， according to the latest research from Euromonitor International.

Over the last five years， consumer health awareness has increased significantly around the world， thanks largely to a growing focus on health issues in the media and an increasing investment in health initiatives on the part of governments. While it is clear that increasing consumer concerns for health and wellness have obvious repercussions for markets such as packaged food and over-the-counter (OTC) healthcare， Euromonitor International has also found that it has become an increasingly influential factor in the cosmetics and toiletries market.

Over the course of the last decade， cosmetics and toiletries manufacturers have taken advantage of the burgeoning global health and wellness trend by launching a plethora of hair care and skin care products containing a variety of vitamins， to the extent that vitamin-enriched products are now mainstream.

Health and beauty - one and the same?

Things went a step further last year when L'Oréal and Procter Gamble forged joint ventures with Nestlé and Pharmavite respectively to expand into OTC dietary supplements， encouraged by trends indicating that consumers are increasingly keen to co-ordinate health regimens with beauty practices. The Nestlé/L'Oréal joint venture heralded the launch of Innéov Fermeté (an anti-ageing formula)， while Procter Gamble and Pharmavite jointly launched Olay Vitamins. More recently， this month roles were reversed somewhat as Healthspan， a Guernsey-based mail order vitamin supplier for the UK market， launched a dedicated range of make-up and skin care products which target women aged between 45 and 60.

Blurring the line between cosmetics and medicine

Euromonitor International expects that these developments will become increasingly common. Karine Peyre， cosmetics and toiletries analyst at Euromonitor International， comments， \"At Euromonitor we see that the potential for cross-market development is set to increase. This is due in part to the deregulation of many healthcare sectors， which has made consumers increasingly familiar with a wider range of OTC products. Intense media focus on health issues is also crucial， as this is continually refining consumer health awareness and stimulating increased interest.\"

Euromonitor International suggests that the likelihood of such developments will be bolstered by the increasing technological sophistication of cosmetics and toiletries products， particularly in sectors such as skin care， and by the more explicit targeting of consumer groups. Karine Peyre explains， \"As manufacturers introduce products aimed at specific groups， they are increasingly focusing on addressing specific matters such as the effects of ageing or sensitive skin. Consequently as more advanced products are developed the line between medical and cosmetic application becomes blurred.\"

USA cosmetics and toiletries market key

Euromonitor International's research shows that this trend is widespread in the US market， as US consumers are becoming increasingly convinced that beauty starts with \"wellness\". Retailers are increasingly linking their beauty lines to non-beauty products， positioning health products， like vitamins， in close proximity to cosmetics. Manufacturers for their part are introducing cosmetic lines that tout claims often found in OTC products， like Sally Hansen's Healing Beauty Fast and Flawless make-up line， with products featuring anti-wrinkling and acne-fighting ingredients. The market is clearly strong for cosmetics and toiletries products that associate themselves with wellness， with many lines now routinely infused with vitamins and increasingly with natural and herbal extracts.