This group of consumers constantly refers to their busy lifestyles and having to squeeze so much into a day, but they don’t want to sacrifice their beauty and skin care regimes, so that spells easy to use solutions that can be used while at the gym, in the office or the car.
Mintel’s latest research, which is showcased in its US Skincare Ingredients and Format Trends Market Report highlights the interest women are showing in skin care products that are developed specifically to meet their on-the-go needs.
Applicators, dual packaging and waterless formulations
The report shows how around three in 10 female skincare users are willing to pay more for products with built-in applicators, dual packaging (ie contains multiple products) or that are refillable.
“Consumer focus on health and wellness is inspiring a burgeoning trend in beauty with innovative, on-the-go formats,” said Alison Gaither, Beauty and Personal Care Analyst at Mintel.
“In addition to wanting skincare that satisfies their specific needs, convenience enables skincare consumers to streamline their routines, a benefit they are willing to spend for. Brands that offer quick and easy-to-use formats that make the most out of beauty routines while traveling, such as waterless facial cleansers and portable sunscreen sticks, will do well with consumers as they seek out more convenient products.”
But don’t make it too complicated!
In line with wanting skin care products that fit around busy schedules, consumers don’t want to waste time figuring out what’s in product formulations or how to use them, the report findings state.
Back to basics is best as simple usage instructions (58 percent) and short ingredient lists (53 percent) rank as the most important packaging features for female skincare users, the Mintel analysts report, while stressing that this is especially true for older women.
Sticking with simplicity, those simple ingredient labels should also include recognizable natural ingredients, with clay and apple cider vinegar topping the list, while probiotics are also of particular interest.
All of these are food-based, relateable ingredients that women have become increasingly familiar and comfortable with in recent years and with greater awareness of their potential to improve skin health, they are willing to give these kind of ingredients a go.
Stay simple but address specific needs
However, combining with the stress on simplicity, US women are still looking for solutions that address their specific skin care needs but don’t require too much time or thought.
In line with this, products that address multiple concerns are becoming more popular, while specialty skin care products are likely to be left on the shelf.
“The movement to embrace aging will continue to give multi-benefit products an advantage over specialty products, while no-rinse options, such as micellar waters, will encourage consumers to use a larger repertoire of cleansing products, further boosting segment growth,” said Gaither.