USA: Tech-forward formulation and ‘crystal clear’ online cues
By Kacey Culliney
- Last updated on
Peter Tsolis, executive director for Clinique Skincare at Estée Lauder, said new product development and new formulations continued to be the “lifeblood” of the global cosmetics market, including in the USA, so advancing technologies were key.
“Everything from the raw material tech enables formulation technology to further advance over the years. This trend is always needed to accommodate new actives and formulation deliveries of these new actives. New formulations are always going to be a necessity, and that is going to be the drive of companies, and also create the identity and philosophy behind these incredible companies across the globe,” Tsolis said.
But beyond the formulation, he said it was important beauty continued to invest in packaging, particularly how products looked online with the surge in e-commerce due to COVID-19.
“That visual cue or visual explanation of the product is going to have far more meaning. I think the scientific explanations that the product features need to be crystal clear and simplified to the consumer.”