We examine the growth in collagen supplements

The market for collagen supplements is booming, driven by consumers’ growing desire to prevent premature ageing and an increased interest in ingestible nutritional supplements. Mordor Intelligence expects the European market for these products to grow 6% annually up until 2027 and the opportunities for spa operators are vast.

Reported to improve skin health and hair growth, collagen supplements come in several forms, including powdered supplements, capsules and gummies, and drinks and shots. “Collagen supplements serve as part of any antiageing skincare regime and it should be explained to clients that taking them daily is just as important as applying their moisturiser,” says Krystina Dwyer of Elemis.

Recent launches in the market include a nutraceutical drink supplement from Totally Derma that features collagen peptide hyaluronic acid. Face Gym Active Blast has also released a bioavailable vegan collagen product that is derived from fermented yeast. Germaine de Capuccini’s Complete Skin Collagen + HA features hydrolised collagen and hyaluronic acid, while Thalgo’s Collagène 10,000 boasts 10,000mg of marine collagen with selenium and zinc. Elsewhere, Heaven Skincare’s new Collagen Drops are a dual-purpose product that contains high levels of marine collagen and can be applied topically or taken orally.

Catching on to collagen Customer education is key to retailing collagen supplements and this can be done by ensuring staff know the ingredients and benefits, plus what the product tastes like.

Social media, blog posts and newsletters can be powerful tools in providing background information on the benefits of supplements, and expert workshops and events in spa can also be beneficial. Providing opportunities to try products in advance is another important part of the sales conversion process. A collagen drink on arrival or in the post-treatment room makes an interesting alternative to tea and focuses the client’s attention on additional retail offerings.

“Offer a supplement as part of an anti-ageing facial treatment,” says Marian Harvey, managing director of Thalgo UK. “It is an effective way to encourage retail sales and to continue the results at home. Offer the shot drink, capsule or tea prior to starting the facial.”

Merchandising is another vital tool. “Collagen is effective at reducing wrinkles and firming the tissues,” says Gina Baker, training manager at GDC Beauty Group UK. “It is the ideal product to display next to anti-ageing skincare ranges. Offer a ‘collagen power pack’ that includes a super serum and moisturiser and a month’s supply of collagen drinks.”

Collagen-boosting supplements Not all beauty supplements contain collagen but rather are formulated to stimulate or boost collagen in the skin. “Clients may consume pills, powders or drinks containing collagen, but this may not be necessary”, says Lorraine Perretta, head of nutrition for Advanced Nutrition Programme, “Collagen is made from amino acids found in protein foods. Clients need synergistic nutrients to make this process of converting amino acids into collagen more efficient.”

Advanced Nutrition Programme Skin Collagen Synergy is a good example of this, as is Monat’s Collagen Key, formulated with vegan amino acids, and ESPA’s Resilience Skin Defence Beauty & Wellbeing Elixir with acerola cherry. Elemis has also introduced its Pro-Collagen Skin Future collagen-boosting supplements, which contain full-spectrum molecular weight hyaluronic acid, antioxidant blend, zinc and vitamin A and C.

HOW TO GET IN TOUCH

www.mordorintelligence.com | www.elemis.com www.totallyderma.com | www.facegym.com www.germaine-de-capuccini.co.uk www.thalgo.co.uk | www.heavenskincare.com www.advancednutritionprogramme.com www.monatglobal.com | www.espaskincare.com