Beauty industry divided over multipurpose versus specialised

Two emerging yet opposing trends have left the beauty industry divided, after they were discussed at a press briefing held by Euromonitor International in partnership with in-cosmetics 2013 on 16 April.

The two trends – multipurpose and specialised skin care products – were discussed in terms of how companies can capitalise on both. Multifunctional products have become mainstream epitomised by the BB and CC cream phenomenon, while personalised solutions and products targeting specific concerns has also seen plenty of innovation recently.

The multipurpose trend continues to evolve with traditional categories being linked to wider benefits. Nicole Tyrimou, Beauty and Personal Care Analyst at Euromonitor, said: “Anti-ageing is increasingly being associated with a wider portfolio of benefits. Moisturisation and sun protection are now expected in every product, thus added value has gone far beyond that. There is a greater alignment with enhancing the skin, rather than just treating wrinkles. Many of the new claims are about evening skin tone, brightening, illuminating and smoothing properties.”

However, others have concerns that the overuse of multifunctionality could result in the blurring of the actual benefits of the product and brand credentials. Irina Barbalova, Euromonitor’s Global Head of Beauty and Personal Care Research, said: “There seems to be room for both of these divergent trends. While both targeted and multifunctional products are equally sought after by consumers, the need for preserving and promoting the specialised features of a product should remain key. Consumers need to be able to relate to a product that provides a solution for their individual needs.”