How Americans' consumer habits are changing: purchasing drivers in the U.S. cosmetic and cosmeceutical sector

What are the business opportunities in the U.S. market for Italian cosmetic and cosmeceutical companies?

To export and sell cosmetics in America, beauty companies base their business on the tastes of Generation Z and Millennials, the most influential demographics in the U.S. market. Until a few months ago, the products that were able to sell best in America were eye make-up products and light, illuminating face bases. Yet, in 2022 consumer demand will turn to traditionally nichetraditionally nicheproducts used to alleviate problems such as hair loss, skin barrier changes, and unhealthy-looking teeth.

Selling cosmetics and supplements in America: growing concern among American consumers about overall health

Since the pandemic broke out, wellness has become a powerful purchasing driver, and American consumers today want to take care of themselves more extensively and intelligently. Specifically, the top-selling beauty products in the U.S. market are:

• Cosmetic dental treatments;
• Products to protect and restore the skin barrier;
• Supplements to enhance the beauty routine;
• Scalp care treatments.

Oral Beauty in the U.S.: With three-quarters of Americans working from home, the Zoom Boom generated record sales of cosmetic products for dental care and appearance

The year 2020 was marked by the spread of Covid and remote working, which kept 71% of U.S. workers at home [Source: Pew Research]. Thanks to smart working, the U.S. beauty industry was able to take advantage of the "Zoom Boom," which prompted many consumers to purchase cosmetic dental treatments to have a prettier smile during video conferencing. The consequence of this has been the appearance in the U.S. market of new oral hygiene brands that have reimagined classic dental health care products, effectively creating a new product category, oral beauty. For example, there is CO. by Colgate and Moon, which target Gen Z and Millennials in America and sell toothbrushes, traditional and capsule toothpaste, whitening pens, and even boosters to be added to toothpaste to amplify teeth whitening.

The skincare market in America has grown due to the use of masks: American consumers now prioritize skin barrier health

In the United States, developments in the skincare market are driven by the concept of the skin barrier. Indeed, more and more Americans want their skin to be able to defend itself against irritants, not only masks but also pollution. There has, in short, been a shift in American consumers' motivations for buying skincare products: from wanting a clean, natural face to actually caring for their skin with genuinely effective products. Marketing strategies that emphasize the protection and repair of the skin barrier have been well received in America, and, of course, foreign companies that have been able to fill this gap in the market (such as Korea's Dr. Jart+) are finding tremendous success.

The booming market for dietary supplements in the United States: even European companies find it worthwhile to export and sell in America

The dietary supplements category in the United States grew by 15% last year, and American consumers are making new demands. Since demand has shifted to more specific products, dietary supplements that promise targeted effects in order to enhance the effect of skincareskin careproducts from within are beginning to appear on the market. From acne to UV damage to aging spots, the supplement market in America will grow an additional +10%, bringing total U.S. sales to $1.45 billion and launching extremely targeted supplements. Currently, the products most likely to succeed in the U.S. market are.:

• anti-acne supplements;
• capsules that stimulate collagen production;
• drinkable retinol supplements.

Fear of hair loss has increased in America: here's why it's an excellent time to launch cosmeceutical hair products in the U.S.

The desire for all-around health among American consumers is a purchasing driver that has also affected the hair product category. In particular, female hair loss is driving beauty product purchases, and topical products to stimulate the scalp are sure to be among the top sellers in the United States. Thus, a significant change is expected in the buying behavior of American consumers, who will add dedicated hair care treatments to their wellness rituals. Greenlight, in short, for shampoos, serums, and scalp sprays.

To sell cosmetics and cosmeceutical products in the United States, understanding the needs and purchase drivers of U.S. consumers is key

In the post-Covid era, beauty consumers in America are no longer just looking to enhance their beauty, because they have delved deeper into the science behind beauty. So, companies that want to export and sell cosmetics and cosmeceuticals in the United States must offer a credible proposition if they want to reach this consumer segment. Especially with regard to the U.S. market, it is true that products that are beautiful to look at can easily become successful products, but it is even more true that a successful beauty product cannot only be nice to look at.