Jelly now a major trend: Kline reports

By Lucy Whitehouse

- Last updated on GMT

Kline, a market research provider, has picked out the rising trend in jelly-based products as one to watch for personal care.

Jelly-like products appear in the facial masks segment in Q2 and improve on their score and ranking from Q1, according to Amalgam, a new digital tracking service by Kline. This suggests consumer appetite for these types of products is on the up.

“As consumers continue to integrate facial masks, particularly sheet ones, into their skin care routines, marketers are exploring new textures in their products​,” explains Kline.

Masks and more

The data from Kline indicates that facial masks are a major area seeing the impact of jelly textures, as sensorial elements to personal care products remain a hot area of innovation.

Lancôme Moisturizing Rose Jelly Overnight Mask appears for the first time in June, ranking #465 in the Masques segment, explains Kline.

The firm says the number of jelly-like products in Amalgam is expected to increase in Q3 due to the summer 2018 release of products such as Moon Juice Beauty Shroom Plumping Jelly Serum, Glow Recipe Watermelon Glow Jelly Sheet Mask, and Clinique Dramatically Different Hydrating Jelly.

Masks aren’t the only category getting a taste of jelly textures, however.

According to Kline, other jelly-like products climbing the charts in Q2 include Pretty Diva Jelly Flower Lipstick, Lancôme Juicy Tubes Jelly Ultra Shiny Lip Gloss, and Lancôme Jelly Flower Tint.

All have seen dramatic gains this quarter. Batti Jelly Eyebrow Tint moves to spot #506, an improvement of 1,748 spots since the end of Q1​,” says the firm.

Lush is another player that is experimenting with jelly formats, and has been somewhat ahead of the curve on the trend. The company launched a new bath bomb product, called the Jelly Bomb​, last summer.

Kline’s new trends tracker

Kline, a worldwide consulting and research firm, says its latest trends insights are based on the continuous collection, aggregation, and blending of data from approximately 15 leading retailer websites.

Its new interactive online service, Amalgam​, uses a proprietary algorithm to score beauty products based on their ranking among best-selling product listings, customer ratings, prevalence, and duration on the charts.

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