Regarding age management: Consumers are more comfortable with their age, but recognize that their skin has unique
needs depending on what life stage they are in. One possibility—and a nice marketing opportunity—is to offer a range of
facial wipes, one for each age segment.
For example, wipes designed for 18-35 year olds could offer moisturization, environmental protection, oil control, and
pore minimization, which reflect the most relevant needs of
the younger millennial consumer. On the other hand, wipes
for the 35-55- year-old set could feature anti-oxidants, exfoliate the skin and address fine lines as this segment starts to
see the effects of sun damage on their skin. And, wipes for
55 and up could be designed to repair the skin barrier and
improve the appearance of age spots and skin firmness.
Regarding customization: Consumers are looking for products tailored to their individual needs. Wipes and personal care
manufacturers can respond to this consumer preference by
offering segmented products within a range, and by enabling
customization at home. Here’s the opportunity: Develop a
range of wipe liquids with different actives that the consumer
can mix and match at home. These can be sold alongside prepackaged dry substrates in which the consumer can add their
customized liquid and become part of the process.
Regarding environmental protection: Anti-pollution and
UV protection are making their way into more products –
skin, hair, cosmetics, etc. In wipes, consider the opportunity
to generate“on-the-go” facial wipes that contain UV protection, anti-oxidants and film formers that can provide a protective barrier for the skin from the sun and elements.
For new multifunctional beauty: Leverage the alphabet cream craze in wipes.
Consider a new “CC”—cleanse and correct—wipe. This CC could be a cleansing
facial wipe that offers skin correction benefits such as barrier protection and moisturization. “EE” can have another meaning
too: energize and enhance. An EE wipe
could be a wake-me-up wipe that energizes the skin and enhances the natural
skin tone. Of course, wipes manufacturers can create a wipe with an entirely new
alphabet designation: “PP” for protect and
promote. The PP wipe could protect facial
skin from environmental stressors, (UV,
pollution, etc.) and also promote a healthier appearance of the skin. Be mindful of
language though, as consumers might
confuse a “PP” wipe to be more suited for
bathroom use than facial use. Choosing
the wrong product name can be the difference between a market success and a
While the skincare market continues to grow at levels around 5-
6%, the facial cleansing wipe market is booming at around 10%
annual growth. Current facial wipe offerings are beginning to
promote such skincare claims as moisturization, exfoliation and
brightening. But the new global trends in skincare are beyond
just ingredients; consumers are looking for products that match
their lifestyle choices.
To innovate in response to market opportunities:
• Think outside the box about facial wipes.
• Draw inspiration from skin care trends to spur think-
ing about wipes and, most important,
• Consider wipes a delivery system for skin care solu-
tions, and not just a tool for cleansing.
Driven by the philosophy, “Inspire the Formulator... Excite
the Consumer...™” and with expertise in skin care and chassis ingredients, the Lonza personal care business is uniquely
positioned to help manufacturers create new and innovative
facial wipes. In addition to understanding customer needs,
Lonza personal care experts understand skin physiology, formulation, and ingredients that might improve efficacy. That’s
why the company encourages wipes producers to partner
with skin care experts to help build the evolving next-generation facial wipes.n
Reference: (1) https://www.washingtonpost.com/news/morning-mix/