Skin care products with hydrating claims peak in 2012

According to new research from Mintel, 66% of global skin care products launched in 2012 had a moisturising and hydrating claim, while products that specified the use of water from a particular source, such as an ocean, lagoon, sea, glacier, spring or spa, grew 78% between 2009 and 2012.

This tallies with separate research from Mintel, which reveals that dry skin is a key concern for women. In the US, 52% of consumers buy facial skin care skus to treat or prevent dry skin, compared with 56% in the UK, 37% in France and 48% in Germany.

Chris Lindsley, global skincare analyst at Mintel, said: “Naturally, water is where many hydrating claims start – but not just any old water. Provenance as well as functionality has become an important feature on pack. Claims regarding water sources are becoming increasingly ambitious, with companies’ descriptions ranging from “wild” to “antique”. Looking to the future, playing with the state of water in skin care products offers innovation for formulators and a splash of sensoriality for consumers, while water activation also has appeal. The challenge for the future will be to entice consumers with exotic but meaningful stories, while avoiding tipping over into hyperbole and switching them off.”