That’s the recommendation Vito Cataldo, North America marketing manager for personal care at Lonza, is making this afternoon in his presentation at the World of Wipes International conference in Chicago, Illinois.
The global skin care market is growing annually at about 6%. But, the facial cleaning wipe market is expected to grow by 10% annually over the coming years, according to 2015 data from Canadean Consumer Market Data Analytics shared by Lonza in a press release previewing Cataldo’s conference session.
His remarks will suggest that it makes sense to transfer insights and trends from the multifunction skin care category over to wipes. “Consumers are looking to the facial wipe market to provide them with multiple benefits and to supplement or replace their skin care regimens,” Cataldo believes.
What happens in other categories can inspire or foretell what’s coming next in wipes. Using the larger industry as a sort of crystal ball, Cataldo notes that “by being aware of global skin care trends, we can begin to predict what the next generation of wipes may look like.”
Trends to watch
Cataldo points to five significant personal care trends that standout as opportunities in the wipe space: age-management, anti-pollution and UV protection, customization, naturals, and what he calls, “appearance consciousness [or the] pressure to look one’s best.”
And while these trends will be useful to wipe manufacturers, it seems that Cataldo’s real mission at the conference is to be an ambassador for skin care ingredient makers, reminding pros in the non-woven fabric industry that, when it comes to the business of personal care, they would do well to partner with companies thoroughly familiar with skin care.
Let it go to your head
Wipes are already prominent in the personal care industry, from makeup removing wipes, to makeup brush cleaning wipes, and from hair removal to antiperspirant to self-tanning wipes.
Hair care brands are even in on it. This week for instance, Giovanni Eco Chic Cosmetics launched two versions of touch-up hair towelettes for women on the go. The Beverly Hills, California–based natural hair care company has simply repurposed two of its existing product formulas into wipes that address split ends, humidity, and frizz.