The process of developing white spaces to drive growth in the beauty industry increasingly involves incorporating claims from other categories. This appears to be blurring the lines between the segments in which these products are positioned. The question is if this is leading to any form of cannibalisation in the industry and is the new generation of products with multiple claims replacing traditional ones.
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The beauty industry has seen a series of product innovations, claiming to combine multiple functions and therefore blurring the boundaries between product categories. Products that address more than one beauty concern, may prove more worthwhile for consumers, due to time and cost savings they offer.
A number of beauty categories [such as facial foundations] are including anti-ageing claims to enhance the perceived benefit. As these multi-functions products are meant to be used in conjunction with single function products there has, so far, been no market cannibalisation from either category.
A key enhancement in anti-ageing facial moisturisers and foundations is sun protection. This feature has impacted growth of the sun care category. However, facial sun care products in turn are now exploring anti-ageing and colour cosmetic capabilities to help revive category growth.
Multiple benefits are becoming the industry norm as manufacturers look for other possible combinations. Fragrance has been being one of the most commonly infused benefits to enhance a sensorial appeal.
Cross-category benefits are expected to continue as part of product innovations but only for greater efficacy of the primary function. For example facial foundations with anti-ageing benefits claim to offer more flawless coverage, while fragrances are used to add appeal for products such as nail polish.