Cosmetic brands facing more pressure on multifunctional credentials

By Michelle Yeomans

- Last updated on GMT

Related tags Cosmetics

As today’s modern consumer seeks to simplify their beauty routines, the general perception is that this simplicity comes at the cost of efficacy, placing more pressure on brands to boost and better communicate product credentials.

With the global skin care space characterized by increasingly demanding consumers who are torn between simplicity and efficacy, the multifunctional trend has rapidly gained currency as a convenient and cost-effective beauty solution.

According to Datamonitor Consumer’s, associate analyst Jamie Mills, this is leading to a growing interest in cosmeceuticals, (cosmetics with pharmaceutical benefits).

Such products often feature clinically-inspired ingredients which claim to offer superior results with a focus on both skin care and “cure,” and mimic treatments seen within the cosmetic surgery space.


Efficacy-driven approach is leading consumers to single and multi-step cosmeceuticals

According to Mills, single function and multi-step cosmeceuticals give the perception that they are less diluted in terms of their benefits and results as well as the consumer being able to apply a range of different products targeting specific concerns.

L’Oreal's 'Skin Perfection Anti-Fatigue Perk-Up' cream for example, specifically targets symptoms of skin fatigue while Dermacol’s 'HT 3D Hyaluron Therapy Wrinkle Filler' night cream features hyaluronic acid (often used in invasive treatments) and specifically targets wrinkles.

Opportunities are there to combine cosmeceuticals with all-in-one solutions

Despite the perceived conflict between simplicity and efficacy, Jamie says that opportunities do exist to combine cosmeceuticals with all-in-one solutions to create a more superior multifunctional product which can deliver on both efficacy and simplicity.

Many brands are now trying to achieve this, she says, such as Cover FX’s Calming Primer, launched in the UK.

"The product is designed to reduce redness, soothe inflammation and irritation, while also brightening dull skin and acting as a primer. Another example from the UK is BareMinerals’ Blemish Remedy which combines an acne treatment with foundation​," she gives by way of example.

Are you up to date with colour cosmetics developments?

Speaking of multifunctional make-up, are you up-to-date with the latest innovations in the multifunctional colour cosmetics segment?

Jamie will join our panel of world leading experts​ that will explore how BB, CC, and DD creams have been the tip of the iceberg in this constantly evolving sector, while also discussing the scientific challenges and growth opportunities for the future in an online forum on March 4th.

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