Micro-segmentation backlash initiated by health professionals
following strong consumer desire for multi-functional products –
however, industry professionals have warned of a backlash against
this trend, as 'back-to-basics' cosmetic lines proliferate.
Many cosmetic and fragrance manufacturers are striving to meet growing consumer demand for diverse products by breaking into micro-segmentation, creating products such as self-tanners that contain anti-aging properties. However, market research company Euromonitor highlighted to CosmeticsDesign-europe that there is a growing backlash against this phenomenon, with many innovations seen as confusing, promoting the use of simple, yet effective products. Dodson explained, "We're starting to detect a backlash against segmentation. In the US, some dermatologists are supporting a back-to-basics movement that recommends using just a standard cleanser and moisturiser on the face." In response many dermatologists are simplifying their patients skin care regimes by recommending that, at most, three basic products are all any consumer needs: soap, sunscreen and, if required, a product that targets specific skin care problems such as anti-aging or spot prone skin. Manufacturers have started to pick up on this counterattack and are beginning to develop beauty ranges that fall in line with the misgivings of health professionals on the authenticity of some micro-segmented products. Biotherm has created a moisturising cream called Healthy Difference that is rich in minerals and is said to protect against the effects of free radicals. Clean and Clear's range of cleansers are suggested to effectively remove grime and dirt from the facial area with a simple formula that is claimed to be just as beneficial as higher priced, premium products. Likewise hair care manufacturers are beginning to promote 'basic hair care' with Pantene Pro V launching the 'Classic Care' range, designed to keep normal hair healthy and strong. The micro-segmentation trend has gained such momentum within the industry that there is a resounding pressure on manufacturers to stay abreast of competitors by creating more and more innovative and gimmicky products. The skin care and beauty segments of the cosmetics industry are creating products with additional benefits, which are now seen as standard within the personal care industry. An influx of multi-functional products had exploded on the market, with manufacturers becoming increasing creative with ideas, developing numerous items to quell the thirst for diverse products
