Research shows that many consumers still turn to topical products for beauty benefits. As the nutricosmetics industry, still new to the U.S., reaches into the natural products world, what can it do to gain consumer trust?
I’m taking a break from doing research for an article on nutricosmetics …. to blog about nutricosmetics. Only I’m not going to go into the science, the trends, the regulations, even the ingredients, which is the hot topic (stay tuned for my upcoming article). I want to know: Do YOU believe in nutricosmetics? Recent stats show that many consumers are still skeptical of beauty-from-within and are more likely to buy topical products for beauty benefits. We eat for a healthy heart, more energy, a sharper mind. And we know that our skin is our largest organ and our body functions as a whole. So if the outside is an overall indicator health, why won’t we accept that supplements and foods can have other benefits—like making our hair shiny, skin clear, nails strong? Investigative reporter at your service, I decided to get to the bottom of this consumer skepticism turning to the best possible sources: Delicious Living readers. These in-the-know natural products consumers are always looking for new trends and the latest products; they’ll also unabashedly tell us if something doesn’t work.
What I found was that many of our readers do believe that foods, drinks, and supplements can impact your appearance, perhaps they’re just not buying the marketing claims that have been used to boost the largely conventional “nutricosmetics” industry in its American infancy and Asian and European history. No, informed natural products consumers don't believe that gorging yourself on smores will make you better looking (an extreme example, yes, but the marshmallow was a notorious nutricosmetic product in Japan, where the industry has been huge for years). What our readers do believe, I learned from their feedback, is that certain supplements—think fish oil and evening primrose oil—or replenishing foods and beverages like rooibos tea and leafy greens can do good for the inside—and out.
As the nutricosmetics industry slowly enters into the natural products world, it needs to make adjustments (and I think it is doing this) so that consumers can trust and embrace an industry new to the U.S. and even newer to the natural products realm. Rather than making bold claims like “these cookies will make you hot!” (or whatever), products should focus on ingredients that consumers are familiar with and (the key) ingredients with research to support them. It seems that nutricosmetics companies once focused on getting a consumer's attention with the most creative delivery systems. Now they’re looking more at efficacy and dose (even if it’s in a totally unglamorous pill). And though that marshmallow, cookie, or beauty beverage could contain an efficacious amount of collagen, probiotics, or antioxidants, the average natural products consumer is still going to be leery. It’s not that consumers don’t believe beauty can come from the inside out, maybe it’s that they're really not that attracted to bright and shiny objects.
I would love your feedback about what you look for in nutricosmetics. Here are some of the comments I got from readers when I posed the following question: Do you think that foods, drinks, and supplements can have beauty benefits? We're working on an article on nutricosmetics and want to hear about your experiences. Any ingredient or product recommendations?
-Of course!!! There are plenty, but Rooibus tea will keep you looking younger!
-Absolutely foods, drinks and supplements can have beauty benefits! Take Evening Primrose Oil for instance - it retards the aging process. I take it almost daily - I'm not saying I'm a testimonial, but my skin is better since taking it.
-You can look at some people and know that they have not taken good care of their diet by #1 weight, #2 puffiness (especially around the eyes) #3 tension. Too much of any one food would not be good, too little of essential nutrients would not be good. Being hydrated is perhaps a #1 beauty essential, both inside and out. Supplemental oils have also helped me (Evening Primrose, Fish Oil), Vit. D, and Ghee.
-Yes, I definitely think nutrition has everything to do with what we look like. Royal Jelly is another age fighting miracle. You can take it as a supplement, but you can also find moisturizing cremes containing royal jelly. I am 46 yrs old and there is not one wrinkle on my face.
-I just spoke on this at SSW. lots of new research that proves our skin is perhaps the biggest tell tale sign of overall health
-I believe with 100% certainty that eating greens, whether in salad form or in a powder supplement, has ABSOLUTELY improved the way I look and feel. I used to get breakouts regularly and when I eat greens it not only eliminates bacteria but makes my skin radiant.