Expert's Opinion


By Taya Tomasello, Mintel Beauty Innovation Americas | January 30, 2010

Taya Tomasello of Mintel Beauty explains how wanderlust is reshaping the beauty industry.

People are on-the-go now more than ever. Between business trips and holiday travel more and more consumers are finding themselves away from home—and manufacturers are supplying them with the products they need for their journeys.

Convenient packaging has been around for as long as we can remember, but in the past few years, the numbers of products with a convenient packaging claim have increased dramatically. In the U.S., beauty and personal care products with an “on-the-go” claim have increased by 80% from 2008 to 2009 with the majority of launches taking place in the color cosmetic category.

For example, in 2005, Mintel Beauty tracked 12 new color cosmetics with convenient packaging claims. By 2009, that number had soared to 313. Overall, the total sample of beauty and personal care products making convenience claims jumped from 49 in 2005 to 406 in 2009.

New products are being developed in small, airline-friendly sizes and in unique, easy-to-carry cases to make packing and traveling easier than ever.

A popular method to make products "on-the-go" ready is to make a liquid formulation into a solid. An example is Marc Jacobs’ recently launched, limited edition Solid Perfume Ring with his Lola scent. This chic accessory is said to be a "seriously stylish way to travel with Lola." This scent offers a warm floral bouquet to convey the free spirit of today's sexy, modern girl who is playful, cool and flirtatious.

Another fragrance available for the on-the-go nomad comes from Donna Karan Cosmetics. DKNY introduced its Be Delicious Eau De Parfum Rollerball Duo. This limited edition, double-ended bottle contains two scents, each with a roller-ball applicator.

Don’t feel like you have to leave your shampoo behind on your next trip. TIGI Rockaholic All Access Go Anywhere Shampoo Bar means just what it says…you can take it anywhere. Ideal for airport security and the certainty that you won’t arrive at your destination with a liquid mess in your suitcase, TIGI Rockaholic is formulated with sage leaf, sandalwood and henna to cleanse and condition.

About the Author
Taya Tomasello brings years of analytic support, marketing communications and market research experience to Mintel. In her role as director for Mintel Beauty Innovation, Taya serves as a partner to clients in the beauty and personal care industry including retailers, manufacturers and ingredient and fragrance suppliers. Her work is primarily focused on identifying trends and leveraging them to foster innovation and new product development.

Through her work as a trends analyst, Taya is a frequent speaker at client meetings and the HBA Global Expo. Taya is regularly quoted in consumer and trade press publications including Brandweek, The New York Times, WWD and the Wall Street Journal.

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