Water, The Active Inactive? Mintel Examines Cosmetic H2O Innovations
This article was originally published in The Rose Sheet
Focusing on water content, or lack thereof, in cosmetic formulations and associated marketing strategies can help appeal to consumers seeking customization and brand differentiation, Mintel’s Chris Lindsley suggests. Viable angles include allowing consumers to add water and mix components for desired effects or sourcing water from exotic locales.
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