This analysis is shared by the most distinguished market research firms. And it is further confirmed by this post published on Datamonitor’s website: if the trend towards making products multifunctional – in particular by adding an SPF to the formulation – almost concerns all cosmetics categories, it also indirectly affects sun care products, whose manufacturers have no choice but to adapt their positioning to face this new competition.
The analysis by Datamonitor
Multifunctionality is a trend that is affecting a range of categories, and sun care is no exception. The need for convenient, easy-to-use, and cost-effective solutions is resulting in the increased incorporation of sun care benefits alongside other functionalities in the form of all-in-one solutions (…)
As multifunctional products become more effective in order to cater to increasingly efficacy-driven consumers, this will definitely force single-function brands to reassess their product offerings in terms of how else they can add value and differentiate for the consumer.
To read the full article
• Go to
Sun care: the impact of the multifunctional trend in a traditionally functional category
, Datamonitor Research Store, 9 March 2015.
