Pollution Defense Bar
Posted October 2015
The FDA has recently become much less tolerant of what they consider OTC claims in cosmetic and personal care products; however, consumers are still looking for products that address their aging concerns. Many companies are finding themselves torn between facing fines and legal battles, and winning market share in a competitive environment.
One area that seems to be gaining in popularity is the positioning of “Pollution Defense”. While the words don’t make any claims about reducing wrinkles or dark spots, consumers understand the correlation between environmental factors and the condition of their skin.
Examples of how this positioning is used in the market are starting to emerge:
Chanel has launched a UV protection cream in France that boasts “This range was designed to defend skin from sun exposure, free radicals and urban pollution damage. It is formulated with an unique shield complex.”
Method has launched a cleansing water in China that claims “This product has been formulated to fight against every day pollution, stress and make-up, which leads to the skin becoming dull, dehydrated, uncomfortable and more sensitive.”
And Nivea has successfully used this positioning for their Multi-Protect Daily Defense Moisturizer with the claim that it protects against “External Environmental Influences/Aggressors”.
Bradford has developed a Pollution Defense Bar that creates a shield against harmful elements from the environment. It features the ingredient Epigenomyl, which is derived from the calendula flower. Better known as the marigold, calendula flower oil has anti-inflammatory and protection properties. A natural anti-aging ingredient that protects the skin’s surface from the damaging effects of the environment, it will also help smooth the skin’s surface, reduce wrinkles and improve skin tone.
To discuss how to bring your Pollution Defense bar to the market, please contact us at email@example.com.