New Experiences in Cosmetics

A look at some of the most inspiring and creative initiatives to make their products stand out from the rest by the cosmetic industry.

Consumer expertisation

The success of electro-cosmetic products

Cosmetic brands are increasingly joining forces with electronics manufacturers to design technological devices that offer professional results at home. Nicknamed ‘Moba Beau’ by the Japanese (for mobile beauty devices), this segment has recently received much attention in Japan in particular, where manufacturers of cosmetics and household appliances have become involved in this ultra-fast growing market. Thus, two Japanese giants, Shiseido and Panasonic have released the Ultrasonic Beauty Device Handy Mist: an electronic spraying device for the AquaLabel lotion by Shiseido. Sonic cleansing products are currently the most profitable segment, driven by the leader, Clarisonic. However, the American consulting firm Kline reported on the enormous potential of anti-aging devices, of which very healthy growth is expected, i.e. +50% in 2012. The study also reports significant opportunities for manufacturers in developing products for the mass market, bringing an increase of more than USD1 billion in this segment this year.

DIY: when the consumer becomes an active participant

At a time when environmental awareness increases the demand for natural products, Rowenta, the appliance brand, launches – in partnership with experts in dermo-nutrition – the 1st product dedicated to the preparation of beauty products at home, Naturalis. Consumers are therefore in control of the manufacturing and composition of their beauty care, hygiene and make-up products by choosing active ingredients themselves. This DIY trend has already been observed in the make-up and perfume industry, and L'Occitane ventured to offer two years ago an organic moisturizing cream that you prepare at home. The trend continues with the launch of brands offering ultra-targeted products, that are tailored for increasingly demanding consumers.

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