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Multi-functional skin care products such as healing and repair balms offer convenience, and lead consumer trends, according to Karen Young, The Young Group. “Take Egyptian Magic, for example, which remains a best seller on various platforms,” she writes. “This simple, 25-year old formula based on just olive oil honey, royal jelly, propolis, beeswax and bee pollen is promoted as a multi-purpose skin cream for beautiful and healthy skin.”1
Young adds that translating multifunctional benefits to makeup is more challenging, although it is happening. “GrandeLash MD, an eyelash growth enhancer and conditioner, extended these lash benefits into a mascara formulation. According to the company, its GrandeMascara Conditioning Peptide Mascara ‘conditions while you coat.’ The product is said to provide volume and length and is infused with a ‘lash-loving blend of peptides, panthenols and natural waxes.’2
“Looking toward eye, lip and cheek color, LiveTinted HueStick changed this category. Described as a ‘multistick that balances dark circles and dark spots,’ this product offers buildable, blendable, weightless color that is easy to use and good for skin. Ingredients including hyaluronic acid, squalane and vitamins C and E support the latter benefit claim.3
“Lip oil provides another example of merging color with care. Unheard of just a few years ago, this category now feels ubiquitous thanks in part to social media. Dior’s Addict Lip Glow Oil, for example, went viral on TikTok, which is every marketer’s dream. Its formula reportedly ‘saturates the lips with nutrients and revitalizes them immediately and day after day,’ leaving lips more beautiful after five days of application. Notably, the brand highlights the product’s color reviver technology, which is said to react directly with lips’ moisture levels to reveal a custom color...”4
Read more in the September Issue
References
- Egyptian Magic (accessed 2022, Aug 4). The original since 1991. Multi-purpose skin cream with a magical touch. Available at https://egyptianmagic.com/
- ;Grande Cosmetics (accessed 2022, Aug 4). GrandeMascara Conditioning Peptide Mascara. Available at https://grandecosmetics.com/collections/lashes/products/grandemascara
- Live Tinted (accessed 2022, Aug 4). Huestick in Rise. Available at https://www.livetinted.com/collections/huestick/products/huestick-rise
- Dior (accessed 2022, Aug 4). Dior Addict Lip Glow Oil. Available at https://bit.ly/3buMu6t