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Water on the brain: hydrating and moisturising the most popular skin care claims

By Andrew McDougall+

19-Apr-2013
Last updated the 19-Apr-2013 at 12:40 GMT

Hydrating and moisturising claims are in huge demand in the beauty arena at present with the influence and imagery of water helping global product launches.

According to new research from Mintel Beauty and Personal Care 66 per cent of all new products launched globally in the skin care market in 2012 had a moisturising and hydrating claim.

On top of this, the product launches communicating the inclusion of water from oceans, lagoons, seas, glaciers, springs or spas have seen consistent growth in the skin care category since 2009, and Mintel states that skin care products that specify the use of water from a particular source grew 78 percent between 2009 and 2012.

Thirst for beauty

“Naturally, water is where many hydrating claims start – but not just any old water. Provenance as well as functionality has become an important feature on pack,” says Chris Lindsley, global skincare analyst at Mintel.

“Claims regarding water sources are becoming increasingly ambitious, with companies’ descriptions ranging from ‘wild’ to ‘antique’.”

Lindsley explains that utilising water in skin care products offers an opportunity for innovation for formulators and could show potential appeal for years to come.

“The challenge for the future will be to entice consumers with exotic but meaningful stories, while avoiding tipping over into hyperbole and switching them off.”

Skin concerns

The popularity of products that have hydrating or moisturising claims is down to the fact that dry skin is one of the key concerns of European women.

In the US, Mintel research indicates that over half of consumers buy facial skin care products to treat or prevent dry skin, with similar figures in the UK.

Meanwhile, more than a third of French women and almost half of German women use facial skin care products to treat or prevent dry skin. In addition, more than a third of women in France, Germany, Italy and Spain use facial skin care to prevent or delay the onset of fine lines and wrinkles.

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