Considering that consumers around the world have been busier and busier, spending their time in traffic jams and wishing they had more time for themselves, new trends emerge, like opportunities to discuss, handle and meet emergency demands.
In this context, three key topics - Convenience, On-the-go, and Athleisure - are in the spotlight now around the world, turning over billions of dollars in the personal care market over the next years.
Cosmetic product convenience means the product can be used anywhere, it is easy to apply and portable. These characteristics are already present in 34% of facial cosmetics.
On-the-go products are easy to carry and can be used quickly, as the name suggests. Makeup and skin products represent 80% of all products launched, with different formats, formulas and benefits, like the no-rinse stick, for example. Convenient and portable, the stick format avoids leakage during transportation and it is easy to use. Nowadays, more than 2% of facial products (including makeup) are in the stick format, showing exponential growth since 2015.
Combined with Convenience and On-the-go trends, Athleisure (athlete + leisure) has caused a significant impact on the fashion and cosmetics market, with this segment reaching USD 83 billion in 2020. With busy and hectic lives, looking after your health has become indispensable and favouring a more athletic lifestyle seems to be the natural way to follow. Therefore, gyms have become spaces for working out and socialising, where consumers look for products that can be used before, during and after training, including makeup removers, considering that wearing makeup while exercising is already a common reality, representing 60% of the products launched in 2017.
Chemyunion comes in by addressing these three key topics, providing Marketers and Cosmetic R&D professionals with a non-irritant stick makeup remover formula that can be left on the skin.
Makeup Eraser has distinguishable characteristics compared to traditional facial cleansers available in gels, liquid solutions and micellar waters, and can be used anywhere, applied quickly and it is easy to carry around. Its composition easily dissolves makeup pigments and only one dry tissue is necessary to remove the excess. Thanks to ingredients like Chemysoap S 3R and Sensactive L-30, Makeup Eraser also offers smooth cleansing, moisturising and restores the skin barrier, with a greaseless formula.
This concept formula is expected to be launched into the market as final product in 6 to 12 months as of September 2018, the minimum estimated time for consumer goods industries to meet the legal requirements for the launch of cosmetic products. Makeup Eraser won the Gold Prize in the in-cosmetics Latin America Spotlight On Award 2018, and was a hit on the Rede Globo’s TV show Bem Estar.
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