Popularity of multifunctional products expected to continue in China in 2014

In China, almost half of Chinese make-up users express an interest in trying new products with multifunctionality (such as 2-in-1 eye shadow and blusher), while almost one in three agree that multifunctional products (eg BB cream) perform as well as products designed for single purpose, according to market research Mintel.

“The success of hybrids such as BB creams has inspired manufacturers to explore different ways through which they can bring categories together to create something exciting for consumers,”​ explains Jane Henderson, Global President of Mintel’s Beauty and Personal Care Division.

“Instead of cannibalising sales, these products are acting as ‘add on’ products and not simply replacement products.” ​

The information firm’s latest research says that around four in ten people in China say they like products which have cosmetic benefits as well as care for their skin.

Reduced cost is seen to be a benefit for a third of Chinese consumers who say that buying multi-functional products is more economical than buying products separately.

Mixologiste trend​

Multifunctionality is also a popular trend being seen in the U.S. at the minute with the make-up market benefitting in particular.

Mintel says it is all part of the Mixologiste trend which it predicts will impact global beauty consumers in 2014.

The ever-more common crossovers in skin care, hair care and colour cosmetics will see technology and marketing from more than one category combined, meaning manufacturers can create new combinations with new products, packaging, marketing and merchandise.

“Mixologiste is fast becoming the stand-out trend that spans all beauty and personal care categories,”​ continues Henderson. “This is a key mega trend, in development for the last year or so, but we are set to see it really accelerating in 2014.”​

“While manufacturers have worked with multifunctionality for a number of years, we are now seeing them take inspiration from completely different categories to create new products and marketing messages,”​ she adds.

Experts look ahead ahead​

Looking to 2014, Mintel’s leading beauty and personal care analysts have all taken a look at how Mixologiste has impacted the key areas of hair care, skin care, colour cosmetics and fragrance. Here is a snapshot of what they had to say:

"It's an exciting time for colour cosmetics, which have extended their scope into some unexpected areas. Hair chalks blend make-up with temporary colourants, primers now extend to pre-styling treatments and CC creams have moved beyond facial colour cosmetics in to nail care, lipsticks and even hair care.”​

Vivienne Rudd, Director of Insight, Beauty & Personal Care​

“Newly launched hair BB creams that promise to protect and reinforce hair fiber are being inspired by the growth of skin BB creams. Recent innovation in hair care has been inspired by make-up products, we see hair style-extender that locks hair style for a longer time and hair foundation for hair touch-up treatments.”​

Mohamed Omer, Global Hair care Analyst​

“Skin care has an opportunity to cross-over into any number of beauty categories. In the future, we will see targeted skin care delivery systems through fabrics, fragrances and food, and further work on hybrids that bring together skincare, devices and diagnostics.”

Christopher Lindsley, Global Skincare Analyst​

“In the fragrance field, there is room to innovate by extending the category to new formats and added benefits. We expect hair fragrances to offer more than scent with targeted and time-release delivery of specific benefits such as antioxidants, vitamins, pigments and UV filters.”​

Emmanuelle Moeglin, Global Fragrance Analyst​