Moisturizing or hydrating is the number one claim made about new nanotechnology cosmetics product launches, according to market analyst Mintel.
Botanical/ herbal came a very close second, followed by claims made about long-lasting effects and vitamin/ mineral fortified.
The figures were announced by Jane Henderson, Global Beauty & Personal Care president at Mintel, as she presented an overview of trends and launch activity in Nanotechnology in Cosmetics at the ABIHPEC conference in Sao Paulo.
More specifically, the presentation gave insight into the use of nanotechnology and nano sized ingredients in launches of key beauty and personal care categories such as skin and hair care.
Making nano claims
Further, it looked to explore trends in claims and concepts and news related to these launches across the globe.
Amongst the other claims, one in five nano launches were anti-aging or antioxidant claims, followed by brightening/ illuminating and UV protection.
The UV protection claim ranking so low is surprising given how much attention has been given to these products and their use of nanomaterials, particularly after the FDA sunscreen announcement made last year.
However, this may have affected the amount of products launched making these claims, so could increase now that proper labelling has been put in place and nanotechnology becomes a more accepted and efficient method in sun care.
Two thirds of global percentage share of product launches with nanotechnology in cosmetics in the last 10 years was in the Asia Pacific region whilst the least was in South America, which held only a ten percent share.
The US fared slightly better holding an 11 percent share, and Europe holds a 13 percent share of cosmetic nano product launches globally.