No more skin dryness after cleansing

As the responses to one of our recent global consumer surveys made clear, there is still a need for effective skin cleansers that also provide instant and long-lasting moisturisation after use. To address this unmet need, DSM has carried out some new studies with its hero ingredient Pentavitin®, a 100% natural, sustainably produced, moisturiser renowned for its moisturemagnet properties. Our findings from these studies show that common skin cleansing formulations containing Pentavitin immediately increase skin hydration for 24 hours, meaning an end to skin dryness post-cleansing or showering. We also found that even with frequent showering, Pentavitin helps reinforce the skin’s barrier while protecting against dryness.

Dry skin, as a result of washing and cleansing is one of the most significant unmet consumer needs today. Around the globe, the preference for different types of cleansing product – bar soap, shower gel or body wash – may vary from region to region,1 but wherever people are in the world, our research shows that the concerns are the same. Sensations of “pulling”, itchiness, dry feeling skin, and stinging after showering and facial cleansing are all common complaints.2

The ‘Wash, Rinse, Repeat’ routine, which has become the norm for so many people in the wake of the COVID-19 global pandemic, has magnified dry skin concerns further. Because while frequent washing is essential in helping to control the spread of infections, it can also impair skin barrier function, resulting in dry, cracked and sore skin. According to Google Trends, in March 2020, there was a 5000% increase in Internet searches relating to “dry, cracked hands”, “red and dry hands” and “dry hands from over washing”.3 More than ever, consumers are looking for effective skin cleansers that can also deliver instant and long-lasting moisturisation after use. However, they currently cannot find such products on the market so there is a clear opportunity here for the personal care industry. A recent Mintel report reveals that when it comes to shower products, women especially are more likely to prioritise additional care benefits over functional benefits only. Indeed, at least 59% of people in China who buy shower gel (the most used cleansing product type in this country) would be willing to pay more for products that smooth and hydrate the skin. Reflecting a broader global interest in sustainable and environmentally-friendly products, 90% of these consumers also said they would prioritise natural ingredients.