Multifunctional cosmetics for skin and hair-care are taking off

BLURRED lines between beauty technology are becoming increasingly common, with overlaps between skincare, haircare and colour cosmetics.

Combining the most exciting technology and marketing from more than one category, manufacturers are creating new combinations with new products, packaging, marketing and merchandise.

Jane Henderson, Global President of Mintel’s Beauty and Personal Care Division said: “Mixologiste is fast becoming the standout trend that spans all beauty and personal care categories.

“While manufacturers have worked with multifunctionality for a number of years, we are now seeing them take inspiration from completely different categories to create new products and marketing messages. The huge success of BB creams has led manufacturers to think about how they can build on their existing portfolios and add excitement to sometimes saturated sectors.

“New combinations will continue to evolve, resulting in new products, packaging, marketing and merchandising. This will add a new sense of excitement to the market and will drive innovation in the year ahead.

Mintel’s consumer research highlights the popularity of multifunctional make-up in the US, with as many as 70 per cent of US female consumers expressing an interest in multifunctional lip products, and 65 per cent showing interest in multifunctional facial coverage products; for example, those which combine the benefits of foundation and concealer.

And while saving time and cost are highlighted as the benefits of these products, the research shows how time-poor US consumers perceive timesaving (68 per cent) to be a greater benefit than reduced costs (63 per cent).

But while multifunctionality is popular in the US it is not as popular in the UK where just a quarter of women say they are interested in products which have cosmetic benefits as well as care for the skin, such as BB cream and tinted lip balm.

Vivienne Rudd, Director of Insight, Beauty & Personal Care at Mintel, said: “It’s an exciting time for colour cosmetics, which have extended their scope into unexpected areas. Hair chalks blend make-up with temporary colourants, primers now extend to pre-styling treatments and CC creams have moved beyond facial colour cosmetics into nail care, lipsticks and even haircare.

 Rudd added: “The coming years will see even more developments as manufacturers build on excitement and pique consumers’ interest.