Two thirds of global skincare NPD in 2012 had moisturizing / hydrating claims. With weather conditions and stress playing havoc with consumer skincare regimes, beauty products which claim to hydrate and moisturize have never been more in demand, according to Mintel BPC.
A new research from Mintel highlights this move towards a thirst from manufacturers as 66% of all new products launched globally in the skincare market in 2012 had a moisturizing and hydrating claim.
Furthermore, product launches communicating the inclusion of water from oceans, lagoons, seas, glaciers, springs or spas have seen consistent growth in the skincare category since 2009. Indeed, skincare products that specify the use of water from a particular source grew 78% between 2009 and 2012.
Chris Lindsley, Global Skincare Analyst at Mintel, said: " Naturally, water is where many hydrating claims start – but not just any old water. Provenance as well as functionality has become an important feature on pack. Claims regarding water sources are becoming increasingly ambitious, with companies’ descriptions ranging from “wild” to “antique”. Looking to the future, playing with the state of water in skincare products offers innovation for formulators and a splash of sensoriality for consumers, while water activation also has appeal. The challenge for the future will be to entice consumers with exotic but meaningful stories, while avoiding tipping over into hyperbole and switching them off ."
Furthermore, it appears that NPD is responding to consumer demand as, according to Mintel’s …
