PERSONAL CARE WIPES HAVE BECOME
BEAUTY ESSENTIALS AT ALL COSTS.
PERSONAL CARE wipes are so coveted these days that they’ve even made the evening news- cast, as witnessed by a recent incident involving Aveeno.
On May 6, 2014, almost 2,900 boxes of the
Johnson & Johnson makeup wipes, valued at
nearly $140,000, were seized following the arrest
of five suspects in Englewood, NJ. The wipes were apparently diverted from a facility in the Nyack/Clarkstown,
NY area during a cargo theft, which is still under investigation
at press time.
“That’s a lot of clean faces,” Englewood police Detective
Capt. Timothy Torell told NorthJersey.com.
Wipes have indeed become“most wanted” in daily cleansing
routines. From freshening up faces throughout the workday to
removing mascara in the evening, they’ve moved beyond baby’s
changing table to become part of many adult’s daily care routine.
According to a recent report from Mintel, Facial Skin Care,
US, May 2014, wipes are viewed as more of an occasional-use
item, which could be driven by their convenience-based positioning and the fact that they are typically priced higher than
facial cleansers. Euromonitor estimates that the cosmetic wipes
market in 2013 reached $347.4 million retail.
One of the desirable assets of wipes today is ease of dispos-
al. Brad Kalil, director of market research and statistics, INDA,
Association of the Nonwoven Fabrics Industry, Cary, NC, told
Happi, “The biggest ‘trend’ is the issue of flushability, which has
been reported on exhaustively. A recent development in flush-
ability is on the substrate manufacturing side, and the machinery
and process are being designed with flushability in mind.”
Another top trait to today’s wipes is that they should be ca-
pable of wiping away cosmetics.
“Makeup removing towelettes are a quick and convenient
method of facial cleansing at the end of a busy day,” noted Susan
Bard, M.D. at Vanguard Dermatology, New York. “Shoppers seek
a wipe that is potent enough to remove the most stubborn eye
makeup while still being gentle enough not to irritate delicate
eyelid skin or sensitive skin in general.”
According to Bard, brands incorporate a variety of botanicals
into their cloths to provide soothing, hydration and even anti-
oxidants, while cleansing. However, these botanicals and added
Melissa Meisel • Associate Editor
Cleanse by Lauren
Napier aims to