With the modern consumer striving for products that carry out multiple functions, such as self-tanners that combine anti-ageing properties, cosmetic manufacturers are responding by increasingly pushing into micro-segmentation.
Euromonitor analyst, Diana Dodson told CosmeticsDesign that, " Cosmetic companies use segmentation as a way of differentiating their products from competitors and at the same time adding value to them by offering something more".
The trend is gaining such momentum within the industry that there is a resounding pressure on manufacturers to stay abreast of competitors by creating more and more innovative and gimmicky products, with the skin care and beauty segments of the cosmetics industry now creating products with additional benefits, which are now seen as standard within the personal care industry.
An influx of multi-functional products have exploded on the market, with manufacturers becoming increasing creative with ideas, developing numerous items to quell the thirst for diverse products.
Dodson highlighted a few of the more innovative products that have appeared on the market in recent months.
Hair care products continue to proliferate though, with anti-ageing ranges fast emerging, evinced by French based Ales Group, which has create a range that combines anti-ageing ingredients whilst also providing hydration for the hair.
California-based Jan Marini Skin Research has also created a hair conditioner, which claims to improve the appearance of ageing hair, as well as protecting it from environmental and chemical damage.
Swiss flavours and fragrance manufacturer, Givaudan is amongst the first fragrance manufacturer to pick up on the trend, with a line of vanilla based fragrances for Lavanila Laboratories that have a desirable smell and also containing anti-ageing properties.
Moving away from hair care, The House of Rose launched a pink grapefruit fragrance that claims to make the skin look 'six years younger', with perhaps the most unique fragrance product coming from Ora-lto, who claims to have created the first ever anti-depressant fragrance, Smiley.
Gimmick lip products are also being created thick and fast, with Sally Hanson creating a smile brightening lip treatment that is said to give the lips an all over gloss, whilst also containing pigments that are said to be exactly the right shade to make the teeth look whiter.
In a bid to capitalise on the fast-paced consumer, Eco Lips Energy has created a lip balm that has moisturising properties and that also delivers a mixture of caffeine, green tea and vitamin B12 to give an energy boost when worn.
Godiva has set about diversifying the underarm personal care market, with the Godiva Licorice Brightening Deodorant - said to have skin whitening properties.
Ingredients manufacturers are having to keep apace of the trend for increasingly functional products, as deomonstrated by manufacturer IBR, which has recently launched an active that is able to combat anti-ageing and unwanted hair growth – intended for deodorants and after shaving gels.
However, Mintel has highlighted a forthcoming backlash against this trend, with cosmetic products already appearing on the market that are opting for the 'back-to-basics' marketing strategy.
CosmeticsDesign-Europe will look into this trend next week.