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Trends in Alphabet Creams

By: Imogen Matthews
Posted: February 21, 2014, from the March 2014 issue of GCI Magazine.

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Hungarian brand Omorovicz goes the EE route with its Elemental Emulsion, which is formulated to deliver long-lasting moisture while controlling shine on the surface of the skin. Key benefits include improving the skin’s healing capacity and correcting and brightening skin tone.

Marching Down the Alphabet

Now, it would appear that some of the latest alphabet creams are merely slight variations on what has gone before, making it unlikely that a product bearing the letters DD, EE or so on will achieve as much success as the original BB creams. Mills believes consumers may suspect that each individual benefit may be diluted compared with single-benefit items, especially when five or 10 different benefits are claimed in a single product. “Nevertheless, I believe that this trend will have definite longevity within the skin care and personal care space,” she affirms. “These products address several key consumer demands in terms of fitting in with a convenience-based, on-the-go lifestyle—with their multifunctional features a key driver for consumer consumption, as well as offering greater value for money.”

Proving its longevity and adaptability, the BB trend isn’t just for skin care any more either. BB creams are appearing in hair care—for example, the Ultimate 10 BB Crème by Pantene and KeratinPerfect’s 3-in-1 Multi-Action Hair Beauty Balm. “Innovation opportunities for multifunctional creams will exist within personal care as a whole, rather than just being confined to the skin care space,” says Mills.

As with any trend, the initial buzz will likely decline as the hype dies down, but the best alphabet products will stand the test of time.

Imogen Matthews is a consultant to in-cosmetics. For more information, contact www.imogenmatthews.co.uk.