It’s no surprise consumers are looking for ingredients that multi-task as well as they do.
In addition to convenience and portability, multifunctional beauty is streamlining consumers’ routines and budgets. With so many skin issues to address and the overwhelming availability of solutions on the market, women appreciate being able to simplify.
Recent multifunctional skin care launches include Murad’s Age Reform Beautiful Youthful Skin Set, which comprises an anti-aging treatment, primer and SPF 30 sun protection; Shiseido’s Future Solution LX Replenishing Treatment Oil; and Keranique’s Micro-Exfoliating Follicle Revitalizing Mask, which removes dead skin from the scalp and thickens hair. “If buyers can use one product instead of three products, or a product that can work in half the time that it typically takes, this will help save time and money for today’s busy consumers,” said Melissa Vitale, global marketing manager, AkzoNobel.
For time-consuming makeup routines, products that come with everything you need is handy for on-the-go use in our fast-moving, mobile society. Maybelline’s Brow Drama Pro includes a tinted sculpting wax, brow powder, and highlighting powder in one palette.
Similarly, Charlotte Tilbury’s 3-in-1 eyebrow pencil enable users to shape, lift and add definition with one easy to use product. The Brow Lift’s multi-tasking design features brow pencil, spoolie brush, and highlighter all in one tool.
The brand’s Matte Revolution lipsticks also enable consumers to re-create the makeup artist’s tricks of lighting, pigments and powders with the application of one lipstick to save time. Designed to create the illusion of fuller, wider lips, the formulation features extracts to soften and hydrate, 3D pigments and triglycerides mixed with a blend of oils and waxes.