Instant results and on-the-go beauty: consumers demand more

By Lucy Whitehouse contact

- Last updated on GMT

Instant results and on-the-go beauty: consumers demand more
Products that claim to provide instant results to satisfy the on-the-go consumer are seeing rising interest among consumers.

This is according to Kline, market research provider, which says these types of products have been rising in popularity according to its new digital tracking service Amalgam.

Amalgam is based on the continuous collection, aggregation, and blending of data from approximately 15 leading retailer websites.

The new interactive online service 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.

Kline says on-the-go, instant results claims are seeing related products rise in popularity according to these metrics.

“Many of the products that make an appearance in the top 500 of their respective product categories highlight the count of seconds or minutes it takes to see results in their product names, and virtually all of these products improve their score and rank from Q1​,” confirms the market research firm.

Face masks out in front

Many of products in line with this theme are facial masks, according to Kline, due to their immediate result-driven properties.

In July, Clean & Clear’s Deep Action 60 Second Shower Mask ranks #15 in masques and has maintained a spot in the top 15 of this segment since April; Origins’ Out Of Trouble 10 Minute Mask To Rescue Problem Skin ends the month with its best score in the last year, ranking #46; and UNITE’s 7SECONDS Masque is at #167 after appearing for the first time in Amalgam in April,​” says the firm.

Other top-performing products in July include Aussie’s 3 Minute Miracle Moist, which ranks #2 in hair treatments and Lancôme’s Visionnaire 1 Minute Blur at #10 in facial treatments.

Additionally, Kline says that several new products appear for the first time in Q2.

These include GlamGlow InstaMud 60-Second Pore-Refining Treatment, STARSKIN 7-Second Morning Mask, and Patchology FlashMasque Milk Peel 5 Minute Sheet Mask.

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