Cleanse by Lauren Napier in 2014, and since then has “grown
leaps and bounds,” according to its founder. Water, cucumber,
aloe, German chamomile, South African marshmallow root and
Finnish oat extracts are the main ingredients tied into a lush cotton fabric to gently and effectively remove makeup and impurities from the skin’s surface.
Napier told Happi, “There has been such a demand for
Cleanse by Lauren Napier that we expanded
our brand offerings to a stylish, purse-sized
bag and a glossy 50-count bag to meet the
demands of skin care enthusiasts and profes-
sional makeup artist community.”
For Fall 2015, patrons will see new col-
laborations with breast cancer charities with
“Let’s Wipe Out Cancer” is the goal. Lauren
Napier Cosmetics will donate 10% of all
October, Breast Cancer Awareness Month
sales of Cleanse by Lauren Napier to women
A Bright Outlook
The wipes sector is expected to grow by 2%
in constant value terms over the forecast period, according to Euromonitor.
“In general, consumers want a good ex-
perience with the wipe they choose: how it
dispenses, how it smells, and how it feels in
the hand,” said Berger of Kimberly-Clark.
“One of the hottest trends we’re seeing is
new and improved textures in wipe base
sheets. Wipes makers and retailers are real-
izing that they can differentiate themselves
through texture. It’s the first thing a customer
sees and feels when he or she uses the wipe.
We envision 3-D textures making a big im-
pact in the marketplace.”
Berger added that the industry should
also expect more crossover in wipes
“For example, consumers will want to use
the same wipe to clean the glass in their car
as they do for the glass in their home. Both
applications have the need for lint-free performance, but currently wipes for different
applications are sold in different retail aisles.
Not only does this affect retail strategy, it also
means that the wipes’ cleaning chemistries
must be approved for different applications,”
she told Happi.
Sosnick of Anthony Brands predicted
that, due to sanitary and convenience factors,
nearly every kind of product now in use will
be in the form of a wipe. That includes anything from shaving
products to anti-aging, while exfoliating and hydrating products
will certainly be in the mix as well.
“More and more people want convenience,” Sosnick ex-
plained. “This is achieved by adding a quality formula to some-
thing that can be applied once while still maintaining the efficacy
and the ability to use a fresh application each time.”•