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Multifunctional Versus Tailored Approaches in Beauty

By: Imogen Matthews
Posted: November 6, 2012, from the January 2013 issue of GCI Magazine.

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However, Barbalova warns that BB creams have taken multifunctionality to the extreme and are somewhat blurring the individual and specialized benefits they incorporate. “They could potentially cause a threat to other lines within a brand and create further confusion among consumers as to their exact purpose and added value they are offering,” she says.

A Targeted Approach

Another trend the industry is seeing is beauty shelves heaving with every kind of product for individual skin problems and concerns—including some concerns consumers may not have even thought about until a product launches touting its “must-have” features.

Canadian brand Indeed Laboratories touts a range of skin care solutions geared to addressing specific consumer concerns, and its brand promise ties in with the growing demand for specific skin care treatments. The company looks at innovations being made in science, as well as what consumers are saying they need and what gaps currently exist in the skin care category, to come up with new formulations and products.

“Targeted skin care products can be easily incorporated into a person’s already-established regimen,” explains Dia Foley, Indeed Laboratories' vice president, sales and marketing. “If you have favorite products but find they are not working as they used to, or you have a skin concern that is not being met, adding an individual treatment product means not having to give up what you currently use.”

Indeed Laboratories’ aim is provide highly effective science behind the products, yet still be simple, straightforward and at an affordable price point for the consumer. The brand's hero product is Nanoblur, which claims instant skin smoothing and correction, and nanotechnology is used in the creation of Nanoblur. “The particle sizes are small enough to create an invisible shield, but are not large enough to penetrate the skin or fall under technology concerns. In fact, if Nanoblur did penetrate the skin, it would not create the blurred look created on the surface,” points out Foley.

Part of the appeal of the products are the claims on the front of the pack. Nanoblur's packaging states, “Look up to 10 years younger in 40 seconds,” while the brand's Snoxin product claims to be “4x better than $500+ serums.” Foley provides further explanation on these products' claims, saying, “The highest allowable concentration of the most effective anti-aging peptides come together in Snoxin to combat all aspects of skin aging appearance, including the look of dynamic wrinkles, deeper folds, fine lines, crow’s feet, textural irregularities and sagginess.”

Many established skin care brands also offer targeted products in addition to the traditional cleanse-tone-moisturize regimen products. Serums can be part of a targeted approach, providing consumers with additional options to tackle specific issues ranging from deep-set wrinkles to aiding with skin brightening and radiance. L’Oreal Paris Dermo-Expertise Youth Code Luminize claims to unify irregular skin tone and reawaken a more even, luminous complexion, while Olay Regenerist Daily Regeneration Serum is designed to be used before a regular moisturizer. The amino-peptide complex in the Olay product claims to produce noticeably firmer, visibly lifted and younger-looking skin.

Multifunctional and Targeted

Targeted treatments are meant to provide higher efficacy and faster results than multifunctional products, but it is likely that both sit comfortably side by side on many women’s vanities and bathroom counters, and both will likely continue to see popularity as the focus on quality skin care remains a strong trend.

Euromonitor will present this and similar industry trends at the trends presentations at the in-cosmetics 2013 event in Paris, taking place April 16–18, 2013. Further information on this event is available at