they allow for customizable exfoliation that even the most
sensitive skin can use. For a light exfoliation, use the cloths
with the brand’s Purity Made Simple One-Step Facial
Cleanser; for a deeper clean, wash with the Microdelivery
Micro-Massage Exfoliating Treatment Wash.
GloMinerals recently rolled out GloCleansing Cloths,
alcohol-free facial wipes that are gentle enough to use on
the delicate eye area, according to the company. Also, for
Fall 2009, skin care marketer Decleor is tapping the wipes
category with its first ever SKU of eco-friendly makeup
remover wipes. Aroma Cleanse pre-saturated wipes are
Ecocert-certified and designed to quickly remove face and
eye makeup with natural ingredients such as lavender and
neroli oils, according to the company. Plus, a portion of net
proceeds this month will be donated to Cancer & Careers
for Breast Cancer Awareness.
A Bevy of Uses
Besides erasing the daily face of cosmetics, personal care
wipes can also be used to combat pesky critters or solve the
quandary of dermatological conditions from seborrheic dermatitis and eczema to hyperhidrosis, or heavy sweating.
La Fresh Group, which sells a range of cosmetic, skin care,
hygienic and cleaning wipes, lotions and gels, debuted its All
Natural Biodegradable Insect Repellent Towelettes. The
wipes repel mosquitoes and ticks and are made with peppermint, sesame, olive, castor and wheat germ oils. Moreover, the
company maintains that the towelettes are as effective as a
formula that contains 30% DEET.
Combe’s hair care brand Scalpicin recently added Anti-Itch
Medicated Wipes with skin-soothing aloe and vitamins E, A
and D to its scalp-itch relief range. The fragrance-free wipes
are ideal for people on-the-go, and help relieve itching on the
scalp, neck and around the ears, according to the company.
Heavy sweaters can turn to Dermadoctor’s Mede Tate injec-tion-free wipes for use on the face, underarms, palms, soles,
and other areas most commonly affected by hyperhidrosis.
These wipes contain a patent-pending formulation featuring
aluminum zirconium tetrachlorohydrex glycine and dipeptide diaminobutyroyl benzylamide diacetate as well as botanicals such as portulaca, gynostemma and ginseng. Users simply have to wipe the towelette over the affected area for relief
that lasts all day, according to the company.
Wipes are even finding their way into the oral care domain.
As practicing dentists, Drs. Grace Lo and Jonathan Korn
knew the importance of cleaning babies’ teeth after feedings
and before bedtime. As the parents of two young children,
they found that it was not always so simple. But they were
determined to find a simpler way to begin good oral hygiene
with their daughters and Tooth Tissues is the results of their
Combe recently added Anti-Itch Medicated Wipes with
skin-soothing aloe and vitamins E, A and D to its
efforts. Distributed by My Dentist’s Choice, the disposable
dental wipes are designed for infants and toddlers for plaque
removal from teeth, gums, tongue and cheeks. Natural and
paraben-free, Tooth Tissues are formulated with xylitol, a
proven cavity fighter, said the company.
Cleaning Up in 2009
Convenience is imperative in household care—from the
kitchen to the bathroom. During the past few years, the market witnessed a steady influx of task- and surface-specific
wipes. But with consumers cutting back on spending, sales of
these targeted products have fizzled.
Data from Information Resources, Inc. shows that for the 52
weeks ended Aug. 9, sales within the household cleaner cloths
category in supermarkets, drug stores and mass merchandise
outlets (excluding Wal-Mart), fell more than 4% to $262.6 million, dragged down by steep declines in glass cleaner and furniture polish/cleaner subcategories (see chart below).
While it appears some consumers have gone back to paper
towels and spray bottles when cleaning windows or dusting
end tables, all-purpose wipes are holding their own.
According to Euromonitor, all-purpose cleaning wipes posted
good gains in 2008, rising 9% to $371 million.
Experts suggest innovative products and green technologies show the greatest potential in the wipes sector moving forward.
One of the biggest launches so far in 2009 was Clorox’s
newest addition to its eco-friendly cleaning collection, Green
Works Natural Biodegradable Cleaning Wipes. Debuting one
year after the launch of the original Green Works spray, the
product is crafted of 100% cellulose fibers and derived from
renewable farm grown trees. Formulated using biodegradable
ingredients, the wipes are 99% natural and feature the grass-roots environmentalist organization Sierra Club logo on the
package, a fundraising effort for the Clorox company. The
product also has been recognized by the U.S. Environmental
Protection Agency (EPA) for using environmentally preferable chemistry, and carries the “Design for Environment” certification as well.
Also tapping the green scene is Israeli-based Wet Naps Ltd.,
Furniture Wipes Losing Their Polish?
According to Information Resources, Inc., for the 52 weeks ended
Aug. 9, sales within the household cleaner cloths category in
supermarkets, drug stores and mass merchandise outlets (
excluding Wal-Mart), fell more than 4% to $262.6 million. Glass cleaner
and furniture polish/cleaner subcategories posted big declines.
Cloth All Purpose
Cloth Furniture Polish/Cleaner $18.1 million
Cloth Glass Cleaner
Cloth Metal Cleaner