Do we work too much? Do we demand too much from our consumer goods? Whatever the case, the multi-purpose trend is providing a welcome boost to the US and global skin care market.
Facial skin care is driving the market; which will be one of the five-fastest growing Health & Beauty sectors in the US according to analysts.
Market researcher Canadean predicts that Facial Care will remain the largest skin care category in the US over the next few years, adding that multi-purpose products are increasing in popularity with time-constrained consumers.
Busy lifestyles have meant consumers are increasingly seeking multi-purpose products, which have helped to fuel category growth in the US, and worldwide.
Likewise, information specialist Euromonitor also states that the facial make-up category has benefited from the growing popularity of multi-functional products.
This was helped in the last few years by the introduction of BB creams as they were the first of their kind in Western markets, offering multi-functional benefits and aligning skin care with make-up coverage.
The popularity of BB creams has further inspired foundation brands to combine make-up coverage with skin care benefits and skin care brands with make-up coverage, says Euromonitor.
Away from BBs, foundations are increasingly incorporating anti-aging technology in their formulations, which is causing confusion as the lines between facial make-up and skin care are blurred.
A key challenge in foundation formulation has been combining ingredients that provide good coverage but have a lightweight feel and a more natural finish.
According to Euromonitor, new developments such as light optimization technology using a new genre of pigments have heralded a breakthrough as foundations can now combine all these features.
Facial make-up is increasingly leaning towards multi-functional products, with the trend looking here to stay, while at the same time also indicating that tinted moisturizers and standard foundations could become extinct altogether says the information firm.
However, within multi-functionality, increasing segmentation is predicted, as clearer lines will be drawn between multi-functional products whose multiple features are combined for symbiotic purposes and those which are combined to provide time and price benefits.