The consulting firm Kline predicts that consumer purchasing patterns will undergo a profound transformation in the post-pandemic era. This shift is expected to be particularly drastic in the beauty and personal care sector, with consumers anticipated to forgo discretionary spending (such as on perfumes or decorative cosmetics), although essential hygiene products (such as soaps or lotions) may remain relatively untouched.

It is estimated that, in the context of the COVID-19 crisis, "rescue" products, which contain ingredients such as aloe vera or cucumber extracts, will gain more importance in skin care routines.

This is particularly relevant given that wearing a mask will be a significant part of our daily lives. Wearing a mask can dry out and irritate the skin, so intensely hydrating products are now essential. Consumers want formulas that alleviate this new skin stress, and, as has been the case in the past, in a pandemic, they want these products to be safe, clean , and natural.

Protection with the healthy aura of superfoods

Faced with a natural disaster like the coronavirus pandemic, consumers are turning to nature's healing powers to cope. According to Ecovia Intelligence, consumers are increasingly opting for natural and organic products to improve their well-being and strengthen their immune systems. Furthermore, natural ingredients associated with antibacterial or antiviral properties are gaining popularity. Mintel argues that these associations with safety arise because the ingredients are familiar: natural foods possess the "healthy aura" of organic products.

This increases consumer confidence that the product is safe and that the manufacturer is honest and transparent. According to research by Mintel, 56% of women look for well-known superfoods (such as pineapple or avocado) in the beauty products they buy.

Properties of cucumber extract for the skin: to the rescue

Given these market conditions, consumers will perceive organic "rescue" beauty products as indispensable. Such products should be refreshing, hydrating, and soothing.

Therefore, and given the unique demands of this moment, formulas containing cucumber extracts are an interesting proposition. Cucumber extracts, long associated with hydrating and brightening beauty treatments, are a useful complex to add to products specifically designed to soothe dryness caused by environmental factors, such as wearing a face mask.

This is because cucumber extract is recommended for the skin due to its remarkable ability to regulate transepidermal water loss (TEWL). Cucumber contains various hygroscopic carbohydrate compounds, meaning they absorb water to help retain moisture in the epidermis.

These compounds build hydrogen bonds and a protective layer on the skin, thus slowing transepidermal water loss. Cucumber extracts also contain a high amount of vitamin C: a powerful antioxidant that provides very high protection against the effects of photoaging.

Cucumbers are packed with vitamins, minerals, and many other nutrients, and the benefits of cucumber extract for the skin are numerous. Here are some ways cucumber extract can help the skin:

• Reduces puffiness. Cucumbers can reduce skin puffiness because they are rich in folic acid and vitamin C. Folic acid fights environmental toxins, which can cause puffy eyes.
• It helps control acne. Dead skin cells and oily skin tend to clog pores and trigger acne breakouts. Cucumbers can help cleanse the skin and tighten pores because they are mildly astringent.
• It helps fight premature aging. According to a study, the antioxidant components of cucumbers can be a great anti-wrinkle ingredient. The vitamin C they contain has a remarkable ability to facilitate the growth of new cells.
• Soothes skin irritation. The anti-inflammatory and cooling effect of cucumbers may help relieve skin redness, pain, and irritation, which can be caused by insect bites, sunburn, and rashes.
• It provides a base for hydration. It achieves this thanks to its composition, where the majority is water, specifically around 96%.
• It reduces skin inflammation. Cucumber is known for its anti-inflammatory properties. It can be used to treat cuts, wounds, or puffy eyes. Cucumbers help to slowly reduce skin inflammation if used consistently.
• It prevents free radicals. Free radicals are unstable molecules that form due to UV (ultraviolet) radiation and high levels of pollution. These can cause significant damage to your skin cells and severely affect DNA. Free radicals are also known to cause skin cancer. Cucumbers contain a high amount of antioxidants, which help combat them.
• Cucumbers tighten the skin. They help tighten the skin because they have astringent properties. Using cucumber helps close the skin's pores.

How to use cucumber for the skin?

Applying cold cucumber slices or cucumber juice under the eyes can help reduce puffiness and rejuvenate tired skin.

Cucumber juice, mixed with other moisturizing ingredients such as aloe vera or honey, can help soothe the skin, as these ingredients have cooling properties for the skin and are anti-inflammatory in nature.

Applying cucumber to sunburns to soothe the skin involves blending it into a smooth consistency that can be applied to the sunburned areas. Alternatively, cucumber slices or strips can be placed directly on the sunburn for a soothing and cooling effect.

Provital's revitalizing cucumber extract
Provital's Cucumber Extract for Skin – Eco was developed with the natural cooling effect of cucumber in mind. This ingredient is extremely revitalizing, perfect for brightening and hydrating the skin after prolonged mask use. Eloi Armengol

Being water-soluble, it's also ideal for portable moisturizing sprays. Furthermore, its vitamin C and E content provides powerful protection against free radicals and ultraviolet radiation.

Last but not least, the raw materials used to make this active ingredient have the COSMOS certification for organic cosmetics, which directly responds to the need to take advantage of nature to rescue the skin in these difficult times.