Source: GlobalData’s 2017 Q1 global consumer survey; GlobalData’s 2015 Q2 global consumer survey

Hyaluronic acid, the popular anti-aging ingredient, has seen a favourable increase in consumer efficacy perceptions over the last two years.

Between 2015 and 2017, the proportion of consumers globally perceiving the ingredient to be effective increased by 5%. Perhaps more significant is that unfamiliarity has declined significantly from 46% in 2015 to 32% in 2017.

Increasingly seen in anti-aging formulations, particularly targeting the skin, hyaluronic acid’s claimed benefits include replenishing moisture to the skin, promoting cell regeneration and repair, as well as protecting the skin.

The growing familiarity with this ingredient bodes well for brands currently using it as informed consumers are increasingly able to navigate their way through more complex ingredients lists and indeed have greater awareness of the benefits of such ingredients.

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By GlobalData

Nevertheless, what this familiarity also suggests is that using hyaluronic acid may not necessarily be as powerful a differentiator, compared to two years ago.

The proportion of consumers perceiving it to have no effect increased by 6%, and those who believe it to be ineffective by two percentage points.

As a result the challenge will be for brands to communicate the efficacy of this ingredient to persuade these consumers of its efficacy while also seeking to combine it with new, unique actives which can generate consumer excitement as well as promote product efficacy perceptions.

Full report:–top-trends-in-beauty-and-grooming-2017-embedding-digital-into-beauty-regimes-redefining-the-natural-proposition-and-meeting-evolving-consumer-preferences/