Move over UV, digital dependency is driving new lifestyle-related beauty concerns

As concerns over the impact of the external environment on appearance gain traction, appearance-conscious consumers are seeking to take greater control of the potential damage caused by lifestyle habits and the environment around them. Traditionally this has been characterized by protection from UV. However in recent years this has evolved to include issues such as protection from infrared rays (IR) and even pollution; a trend which has migrated from the highly polluted urban centres of Asia.

With technology becoming seamlessly integrated into day-to-day life, and dependency on smart devices increasing, it is no surprise that the appearance–related risks of tech-usage represent a truly valid concern for consumers.

This is evident in that, according to consumer research by GlobalData, almost a quarter of consumers globally (22%) are interested and actively buying beauty/grooming products that address the health impact of using tech-devices with a further 42% being interested but not yet actively buying. Unsurprisingly, interest in these products is most favourable among cohorts in the tech-savvy, appearance-conscious millennial demographic with current engagement in such products being highest among 25-34 year olds.

One emerging opportunity to meet this need is by targeting high energy visible (HEV) light or blue light. Recent research from leading dermatologists has suggested that the light emitted by electronic devices such as tablets and smartphones, could cause oxidative stress and contribute to skin aging. Indeed some brands are already seizing this opportunity to capitalize on the appearance-conscious nature of these tech-savvy individuals. One example is US-brand MAKE’s Moonlight Primer which is positioned for “the contemporary, technology driven life” and designed to protect from the harmful effects of artificial light.

The emergence of bluelight targeted products within the beauty space showcases how brands can benefit from lifestyle-oriented solutions. Looking ahead those which can effectively target the evolving digital lifestyles consumers are leading as well as countering its potentially harmful effects are likely to best resonate and capture mainstream appeal as dependency on smart technologies and devices becomes ever more ingrained in the minutiae of daily life.