MxM India
I was at the supermarket on a recent weekend, replenishing some of my skin care products when I came across products to cleanse, exfoliate, and scrub, moisture as well as serums, pore refiners, and masks. These were sold in a range with specific instructions to use them in sequential order of 1, 2 and 3.
This got me thinking about the phenomenon of regimen. There has been an influx of products in the market, which seemed to be packaged as a combination deal, which will then provide optimum results.
Regimen speaks to an outcome that is in fact tangible, but only if the process is followed or as defined, regulated. It helps one get positive results, quite a motivator, indeed.
How has this come about?
Quite simply it is owing to enhanced disposable income. Based on this marketers have invested in product development and launched products that cater to these “new needs. They get to package a number of products with the promise of greater efficiency if used in combination. L’Oreal, Estee Lauder, Kiehls, Clinique are just some of the brands that boast a cleanser, a serum and a moisturizer to be used in combination to get the desired results of beautiful, glowing skin.
Increased media exposure reinforces the focus on “glowing, flawless, youthful appearance” and consumers have a keen interest in additional products that will deliver. One cold cream doesn’t suffice. The consumer has access to and wants more for “perpetual youth”. Yesteryear’s cream has been replaced with serum, lotion, and sunscreen, and pore minimize or radiance boosters.
Amongst categories wherein regimen is more prevalent, skin care pops up as a top runner.
The study above shows that the online search is highest with regard to the skin care category.
I was at the supermarket on a recent weekend, replenishing some of my skin care products when I came across products to cleanse, exfoliate, and scrub, moisture as well as serums, pore refiners, and masks. These were sold in a range with specific instructions to use them in sequential order of 1, 2 and 3.
This got me thinking about the phenomenon of regimen. There has been an influx of products in the market, which seemed to be packaged as a combination deal, which will then provide optimum results.
Regimen speaks to an outcome that is in fact tangible, but only if the process is followed or as defined, regulated. It helps one get positive results, quite a motivator, indeed.
How has this come about?
Quite simply it is owing to enhanced disposable income. Based on this marketers have invested in product development and launched products that cater to these “new needs. They get to package a number of products with the promise of greater efficiency if used in combination. L’Oreal, Estee Lauder, Kiehls, Clinique are just some of the brands that boast a cleanser, a serum and a moisturizer to be used in combination to get the desired results of beautiful, glowing skin.
Increased media exposure reinforces the focus on “glowing, flawless, youthful appearance” and consumers have a keen interest in additional products that will deliver. One cold cream doesn’t suffice. The consumer has access to and wants more for “perpetual youth”. Yesteryear’s cream has been replaced with serum, lotion, and sunscreen, and pore minimize or radiance boosters.
Amongst categories wherein regimen is more prevalent, skin care pops up as a top runner.
The study above shows that the online search is highest with regard to the skin care category.
