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New Spray Options for Thicker Formulas
By: Jeff Falk
Posted: February 3, 2009, from the February 2009 issue of GCI Magazine.
page 4 of 4
Sprayers, according to McEttrick, are generally considered easy to use in many categories because they can dispense product in a fine mist over a desired range of area, but these factors alone are not likely to completely alter product preferences. The feel of traditionally delivered, high-quality skin care products—like the foaming action of cleansing products—is an attribute that is not necessary for efficacy, but one that consumers associate with effectiveness. It’s also an aesthetic pleasure. And though it is reasonable to assume more spray products will be added to categories in which there has not been deep penetration by the format and that these products will continue to find room in consumers’ regimens if they deliver a formula with a consistency and feel that simulates what can be delivered by pump or jar, it is also not likely that they will be the demise of other formats.
“There will probably be more spray-on skin care products in the market, but in addition to, not replacing, products applied by hand,” Caldwell concurs.