Long-lasting goes hand in hand with protection in bodycare – protection from dry skin as well as protection against the elements - and cosmetic brands have the opportunity to quantify how long their products will protect consumers for. According to David Tyrell, a Mintel Beauty Team analyst, it also can be used to drive penetration in skincare for men.
Key points
1. The long-lasting claim is growing in popularity in bodycare
2. How long can long-lasting be?
3. Long-lasting claim for men can be used to drive brand penetration in skincare
Long-lasting is popular in other beauty categories but not in bodycare
Although the long lasting claim is well-established in colour cosmetics (in 2014, it represented 37% of all launches in lip colour and 33% of all nail colour launches), it accounted for only 21% of all bodycare launches in 2014.
Consumers’ preference for bodycare products with a long-lasting claim has evolved from a’ like to have’ to an established want. Over 90% of US users of soap, bath and body products have an interest in the claim ‘long-lasting moisture’ and 42% are actually willing to pay more for the benefit. Bodycare products launched with long-lasting as the claim have risen steadily since 2010 and represent over a fifth of total bodycare products launched in 2014.
Global launches of bodycare products,
% with a long-lasting claim by region, 2010-2014
|
% launches |
2010-2014 |
|
North America |
22 |
|
Latin-America |
21 |
|
Middle-East/Africa |
20 |
|
Asia-Pacific |
18 |
|
Europe |
17 |
|
Global |
19 |
| Source: Mintel GNPD | |
How long can long-lasting be?
Products have been positioned as …
