BB, and even CC, creams became a worldwide phenomenon last year as they blurred the boundaries of conventional skin care products and provided consumers with multi-functional benefits.
Market research firms such as Euromonitor and the NPD Group both reported enthusiastic trial and intent to repurchase BBs, as they simplify the beauty regimen of time-pressured consumers, who are concerned about sun protection and anti-ageing.
This in turn helped the packaging industry, which jumped on the trend. One such benefactor was German packager Mega Airless.
Playing with the big guns
The company’s dispensing technology has won over customers many customers, even attracting global giants such as L’Oréal; one of the latest launches being the Olay Total Effects Regenerist CC Complexion Corrector, featuring the company’s swirl-fill technology.
“Product convergence continues to accelerate, as consumers almost expect their skin care products to combine serum, moisturizer, base cream, foundation and sun protection,” says Eric Desmaris, Business Development Manager of Mega Airless.
“Consumers drive innovation of more advanced BB and, now, CC, formulations. And brand owners now realize that yesterday’s dispensing technology is simply not up to the task of protecting such products.”
Despite not being a new invention, BB creams really took off in Asia, where skin care regimens are complex and time-consuming, Desmaris explained.
Skin care is the beauty industry’s largest category and Desmaris says that Mega Airless anticipates further acceleration in consumer demand for BBs and their second-generation counterparts.
Opportunity
Another consideration is the worldwide acceptance of premium-style packaging in segments from mass to prestige. High function, superior ergonomics and appealing aesthetics are now what consumers want and expect, according to Desmaris.
“For brand owners, the key is to partner with a supplier capable of delivering quality, single-source airless solutions in Europe and North America, to shorten the supply chain in complex international launches,” he said.