BB creams have become a global phenomenon in the personal care space, further blurring the lines between skincare, cosmetics, and even haircare products. Beauty brands around the world are targeting busy shoppers seeking simplicity and better value for money by emphasizing these key benefits of this hybrid multifunctional product.

Blemish balm or beauty balm (BB) creams have revolutionized the skincare category around the world since they emerged in Asia many years ago. They claim to harness smart technology and ingredients to help consumers address a variety of skincare and cosmetic needs. Convenience is a key selling point for these creams, because they give consumers the ability to replace their moisturizer, primer, foundation, sun block, and perhaps other anti-aging treatments with a single product that offers an all-in-one package.

Given the popularity and benefits of this concept, it is no surprise that it is now being explored in other personal care categories. Earlier this year, haircare brand Pantene launched the latest addition to its portfolio in the US : Pantene Pro V BB cream for hair. This "miracle beauty balm" promises a multitude of benefits such as repairing rough hair, strengthening and adding shine, frizz control, and heat protection. Multifunctional products …