May May 2017 Active Lifestyle

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1 May

2 Global Mega Evonik Personal Care What are social trends? And why are trends important? - Trends are durable sociological evolutions that concern a large group of individuals and that are related to even more profound historical movement of the society - Trends are transversal, i.e. they express themselves in several areas of life at once and their expressions/ manifestations change over time as the trend evolves - They define what is both socially desirable and personally relevant to individuals - Trends are the visible face of change. Observed correctly they are an invaluable help for developing the most relevant concepts for the future - We cannot fully understand people`s behavior without understanding the influential trends behind them At Evonik Personal Care - we merge social trends with market intelligence and scientific know-how 2

3 Where did we get the trends from? SOCIAL MEDIA Social Media Listening Crowd Storming BEAUTY CARE EXPERT KNOW-HOW Fairs, Trade Shows Cooperation with dermatologists/ consultants POP CULTURE Trend Scouting GLOBAL TRENDS EXPERT TEAM International qualitative analysis by an expert global trends team TREND MONITORING TOOLS Trend databases Specialist literature 3

4 Future developments that will lead to new needs in beauty care MEGA TRENDS Mega Trends are influential social adjustments that accompany major changes in society last between 5-20 years Populations are ageing Awareness is growing Technology is everywhere CONSUMER TRENDS Consumer Trends emanate from mega trends and trickle down in our consumer culture exist for approx. 5 years hold immediate implications for consumer marketing 4

5 Active Lifestyle Route map 1. Key drivers 2. Market Movements & Opportunities 3. Inspiring Formulations & Ingredients from Evonik Personal Care 5

6 Key takeaways Influenced by the rise of wellness culture, increasing numbers of global consumers are adopting an active lifestyle. The key aims are living longer, finding direction, and making progress, rather than reaching unattainable perfection. Nutrition is just as important as exercise and fitting beauty care is on the rise. Running and cycling are extremely popular, being easy to pick up, providing meditative time alone, and appealing to one s competitive nature. Sport and beauty are joining forces for collaborations that combine health and fitness with cosmetics. Evonik Personal Care offers a selection of inspiring formulation ideas targeting this trend. 6

7 Key beauty drivers for an active lifestyle Inside/ Outside Health Beauty from within Peace-of-mind purchases Body Culture 24/7 Beauty Reshape Digital Wellness Digital Influencers Health/ Sport Tech 7

8 An active global movement which continues to grow 37% of UK adults put exercising more as their 2 nd top personal goal in % of Germans claim to have exercised more in 2014 than % of all Americans participated in at least one outdoor activity in 2015* 56% of all Chinese consumers say that they would like to improve their skin through good physical fitness** $3.7 trillion: global wellness market (Global Wellness Institute) ~$1 billion: beauty and anti-aging portion of the wellness market (Global Wellness Institute) 66% of consumers are willing to pay extra for products and services that come from companies that are committed to positive social and environmental impact Source: *The outdoor foundation I **Mintel 8

9 The active lifestyles consumer target group offers market potential covering all generations Boomers Gen X % 48% were involved in high calorie burning exercises participated at least once a week in a fitness activity/sport Millennials Gen Z After % 80% were involved in high calorie burning activities of Gen Z were active Source: The Physical Activity Council s annual study tracking sports, fitness, and recreation participation in the US (2015) 9

10 Consumers' interest in beauty products for active lifestyle MATCHING BODYCARE TO EXERCISE of Italian consumers would be interested in using bodycare products designed for specific exercises HAIR CONDITION 46% 49% of Spanish consumers would be interested in products that help their hair stay in condition during and after exercise SEEKING MAKE-UP THAT LASTS 39% of US women who use color cosmetics are frustrated by products that don't last, while 35% are frustrated by smudges REGULAR EXERCISE 60% of Chinese consumers say regular exercise is important for healthy lifestyles Source: Lightspeed/Mintel; Ipsos Observer; QQ Survey Base: 2000 UK internet users aged 16+; 2000 Italian and Spanish internet users aged 16+; 950 US female internet users aged 18+ who use colour cosmetics; 3000 Chinese internet users aged

11 NEEDS CHALLENGES Main consumer beauty challenges for active lifestyle products Malodor UV-Light Hygiene Indoor Sweat Selfie ready Outdoor Temperatures Convenience Extra Moisture/ Care Sweat Control Protection against malodor 11

12 Inspiring Formulations & Ingredients from Evonik Personal Care Prepare Dry and light deo stick (ACH free) FU 07/10-31 Selfie-ready Exercise proof foundation CHN CT041/0027 Refresh Refreshing power wipe RY 5814/092 Recharge All-in-1 recharge for SPORT RY Revitalize After sun energizing & nourishing spray SAC

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