Jessica Berger, senior customer marketing manager, Kimberly-Clark Professional Partnership Products, Roswell, GA. “Some
customers, especially Millennials and Generation Z, are looking
at ethical considerations when purchasing wipes. This can mean
a company or brand with trusted and ethical manufacturing and
business practices, a product with a reduced environmental footprint, or a locally-made product.”
New and Improved
Natural ingredients in wipes are the biggest trend for Summer
2015—as seen in rollouts from mass to prestige. Some of the
products are even sustainable.
Male grooming brand Anthony recently added glycolic ex-
foliating & resurfacing wipes to its collection, which is sold at
Sephora. According to the company, these alcohol-free, glycolic/
AHA wipes deliver maximum impact by swiping away dirt and
grime, gently exfoliating to remove dead skin cells, minimizing
pores, evening skin tone and leaving skin feeling hydrated and
smooth. The uniquely-textured wipes resurface and smooth skin
in one step, too. The easy-to-open pouch is touted for home use
or on the go. The formulation is packed with aloe barbadensis
leaf extract to soothe and menthol to cool skin. Chamomile, cu-
cumber, white tea leaf and green tea leaf extracts also moisturize.
Witch hazel extract—a natural astringent—tones and refines.
“There are many wipes on the market and a lot of ‘me too’
products. First and foremost, shoppers want a quality product,”
Anthony Sosnick, founder of Anthony Brands, New York, told
Happi. “They want something that they know will give them an
added benefit while being very convenient in the application.
They want to know that not only is the wipe made from a quality
Aura Cacia introduced a new line of natural wipes called Revive. The latest at Lumene is Sensitive Touch 3 in 1 Cleansing Wipes.
A SWiPe AT WiPeS: OTHER NEW LAUNCHES IN THE MARKETPLACE
•Neutrogena Naturals Purifying
Makeup Remover Cleansing
Towelettes are said to remove 99%
of makeup. The wipes are formulated
with 97% naturally-derived, pure ingredients and can even remove stubborn
cosmetics such as mascara.
•There’s a new generation of Butter
London nail lacquer Glitter scrubbers.
These super-saturated, dual-textured
wipes are tough enough to remove stubborn glitter and nail art while gently treating
the nail. Made with conditioning ingredients such as vitamin e and aloe, each
scrubber is individually wrapped.
•Dickinson’s Original Witch Hazel
Daily Refreshingly Clean Cleansing
Cloths come in a ready-to-use vanity pack. These large cleansing cloths
remove excess dirt, oil and makeup
with the power of witch hazel. The
gentle, non-drying formula cleans
deep and refines pores.
•Clé de Peau Beauté rolled out Makeup
Remover Towelettes, billed as an ultra-indulgent
makeup remover. A trio of ingredients soothe
the eye area—bio evening primrose oil prevents
dryness and smoothes skin while rice germ oil
and grape seed oil fight free radicals. The wipes
also impart an elegant scent with notes of jasmine, rose and lily of the valley.