The driving forces behind new cosmetic launches in 2005

Related tags New product launches Cosmetics

With personal care and cosmetics products still dominating the
non-food new product launches in the US last year, enhanced
performance, variety and a focus on youth will continue to drive
new product launches for the category in the future.

During 2004 make-up, skin care, tooth care, shampoo and deodorant dominated the new launches in that order - a trend that has prevailed for the past ten years now. Although this pattern is expected to remain in place for the next few years, the trends influencing the product launches are likely to differ.

According to the latest report from Information Resources Inc (IRI)​ (of which covered the top ten non-food launches in this article), enhanced performance of new product launches has been the main driving force over the past ten years. In slow growth categories, enhanced performance advances such as whiter teeth for toothpaste, remain crucial to successful marketing.

Luster and vitality are also particularly important to the cosmetics and personal care segment. "Consumers not only want to reduce the appearance of fine lines and wrinkles, they want their skin to glow and look rejuvenated,"​ the report says. "Similarly they want thick, lush eyelashes and shiny full hair. This is a new dimension to performance that will drive significant growth opportunity over the next few years."

Variety, as ever, will also prove popular, with specific problems such as oily or dry skin, providing further opportunities for product lines and a source of growth for brands.

The report also highlights the growing trend for do-it-yourself products, with consumers opting for stay at home treatments such as Crest teeth whitening strips in an attempt to save both time, money and the bother of having to consult experts.

In line with this trend for at-home treatments, the report stresses that convenience will be of the utmost performance to new launches, as time-pressed individuals seek to minimise the time spent on their beauty routines.

Youth will be a continued focus, with the needs of the Echo Boom - the 70 million 10 to 27 year-old children of the baby boom generation - becoming the target of youth-oriented cosmetic, skin care and personal care products. Innovative marketing campaigns aimed at this age group are based on staking claims of performance and novelty value.

Related topics Market Trends