Value remains a top priority when it comes to skincare routines, with consumers willing to pay more for products that give them the best bang for their buck. According to Mintel, three in 10 female skincare users are willing to pay more for products with built-in applicators, dual packaging (ie contains multiple products) (30%, respectively) or that are refillable (29%).
“Consumer focus on health and wellness is inspiring a burgeoning trend in beauty with innovative, on-the-go formats. In addition to wanting skincare that satisfies their specific needs, convenience enables skincare consumers to streamline their routines, a benefit they are willing to spend for. Brands that offer quick and easy-to-use formats that make the most out of beauty routines while traveling, such as waterless facial cleansers and portable sunscreen sticks, will do well with consumers as they seek out more convenient products,” said Alison Gaither, beauty and personal care analyst at Mintel.