Research from Lycored has provided insights into how consumer beauty and personal care needs vary according to skin tone.
The manufacturer of carotenoid ingredients for ingestible skin care surveyed 1,285 consumers in the US and UK, asking them to define their skin tone in one of five categories.
Respondents with the darkest skin tones were significantly more likely to seek a healthy glow / radiance from skin care. This was a goal for 67% of Americans with dark brown or black skin, compared to 51% of those with pale or fair skin.
Meanwhile, people with the lightest skin tones were the most likely to seek protection from UV light. In the UK, this was a goal for 34% of respondents with fair skin, compared to 17% of those with darker tones.
In the US, 73% of consumers who defined their skin as dark brown or black had purchased a product designed for their particular skin tone, compared to 54% of those with white skin.
Nearly three quarters (73%) of the Americans surveyed agreed with the statement: “Products that provide the same benefits for people of all skin tones offer a platform for inclusivity.”
Launched in 2016, Lycored’s #rethinkbeautiful initiative aims to "challenge traditional notions of beauty by promoting inclusivity and positivity as well as ingestible skin care".
Zev Ziegler, Head of Global Brand and Marketing, Health, Lycored, said: “When we launched #rethinkbeautiful we had no idea just how much it would resonate. Embracing diversity is no longer optional and brands are working much harder to meet the needs of all their customers. Our research shows that ingestible beauty products can offer a powerful possible platform for true inclusivity, adding to the ways the industry can strive to meet the beauty needs of everyone.”
The survey also revealed perceptions of the beauty industry, and how well it caters for the range of its customers, vary significantly. In the UK, for example, 74% of respondents with dark brown or black skin said it's harder for people with darker skin tones to find the right products. Among those with white skin, only 26% thought the same.
Lycored offers a range of ingredients for ingestible skin care products, including Lumenato, a blend of natural tomato nutrients and antioxidants which offers benefits for beauty and skin wellness.
