Hybrid products in formulation and packaging
In partnership with Lumson
We are witnessing a gradual evolution of the world of products towards increasingly complex and “hybrid” formulas.
The line between the different product categories is increasingly blurred, as in the case of makeup and skin care where the skin can benefit from the perfecting qualities of makeup and at the same time reap the benefits of treatment.
Even in the world of packaging, new requirements have arisen from the pandemic – safety and ergonomics – opening the doors to new solutions capable of meeting current market demands and above all of anticipating future ones.
Are consumers looking for products that offer a variety of benefits that are immediate and easy to use? Lumson, leader in primary packaging, has been working for some time on cosmetic “clusters” (eg make-up) with solutions combining aesthetics, safety and practicality; solutions that not only improve the appearance of makeup products, but also preserve skin care formulas, as Romualdo Priore, Marketing Director recounts in this interview.
Let’s talk about hybrid products: what are they and when did they appear?
To really define the term, we have to refer to the first hybrid cosmetic, namely cosmeceuticals, a series of products launched in the 90s with “both cosmetic and pharmaceutical properties”.
Today, the cosmetics industry is very active in innovation and in particular in recent years, many products have emerged, giving life to new “hybrid” categories: I am talking about new formulations, for example thixotropic mixtures. , or formulas which start as a powder and turn into liquids through micro-encapsulation etc., or the like.
We can also speak of “hybridization” when referring to new products on the market which claim certain characteristics: in this case, formulas which, in addition to color, offer benefits for the skin. However, in all circumstances, the products always act as a supplement or a “carrier”, that is, they do not replace or take over from skin care products.
What products best represent this new generation of cosmetic hybrids?
The products which lend themselves to this dual function of “make-up” – make-up and skincare in one – are above all make-up products. Claims in this regard have multiplied for foundations, primers, highlighters, etc. with the addition of active ingredients and characteristic benefits of skin care products. But it’s important to note: this doesn’t mean they are a replacement for skin care products.
Why are they multiplying? Is there a link with the pandemic?
Over the past few months, or better yet, over the past year, beauty routines have changed, we have seen an increasing focus on skin care and consequently, a reinterpretation of makeup products in terms of “make up”. care ”, or in other words, color and treatment.
The first confirmation of this comes from Google Analytics which shows a strong emphasis on cross-contamination in beauty as it has already happened in other categories such as food or home care products, but this phenomenon is also noted in the names of new launches that add other functionality. in the name of the product as “serum” or “prep foundation” or to other benefits that until recently would have been used with skin care.
Even new names have appeared like Fococealer – a hybrid concealer and foundation or Illumicolour – a tinted moisturizer with illuminating effects. You could say that the pandemic has accelerated this process of transformation.
Will the future be more and more “hybrid”?
Cross-contamination between categories is a trend bound to develop and it is certain that in the future, new hybrid cosmetics will emerge and there will be more and more cross-cutting categories. The market demands it: consumers are looking for solutions that are easier and faster to use and which, at the same time, provide more benefits and greater security.
New combinations and contaminations are also of interest to the world of packaging and product distribution systems. I am referring, for example, to new categories based on the alliance of safety and ergonomics: developed to respond to new consumer trends, they have in turn opened doors to the development of new products.
In the future, the dividing lines between the different categories will become even more difficult to define. The same “hybridization” mechanism also applies to cosmetic packaging: at Lumson, we have been working on clusters for some time because we firmly believe in the “skincare” segment with reference to both the world of the skin and that of the skin. makeup.
New projects and R&D are going in this direction: new designs, innovative materials and decoration systems designed to enhance the product it contains and protect it from the risk of contamination. And a variety of new innovations will arrive soon in the spirit of aesthetics and design, functionality and safety.