"I'm texting, typing, LOL-ing, OMG-ing, I'm digitally in touch, but not retouched. I'm a storytelling, canteen-helping, fundraising, muffin-making, party-going yoga lover." Sound familiar? That might be because it's the lines from a Kia ad about "Woman of now". It might also sound familiar because the ad is in fact a reflection of real life, so you’ve probably heard yourself or a friend utter similar words.
In today’s society, more women work longer hours with more responsibilities and are often juggling a family as well,” reveals communications and digital marketing manager Caroline Høgh Groth. Dermalogica education manager Emma Hobson adds, Women are increasingly time poor, in fact it seems to be a new ‘status trend’ as to how busy you are compared to your friends and colleagues.” As a result, women are after products that can multitask, be efficient and deliver results quickly.
We live life in the fast lane and consumers are now looking for multi-purpose products that can treat a number of concerns at once. A new generation of smarter and time poor consumers are demanding products that have a plethora of benefits that include anti-ageing as well as combating dryness, pigmentation, fine lines, and wrinkles, and don't forget it needs to be simple enough to apply whilst drinking their morning coffee and responding to an email – all at the same time,” says business manager Olivia Jenkins.
As a result, multi-functional products are a major driver of sales in the beauty industry today. A report by NPD Beauty Trends found that approximately 80 per cent of beauty shoppers like beauty products that offer multiple benefits. brand expert Eddie Norcross also points to recent research from the Datamonitor Consumer Survey that found approximately 50 per cent of global consumers rely on products/services that save time. The study also found that nearly two-thirds of consumers who say they are too busy to look after their appearance also feel pressured to look good everyday. beautydirectory sat down with a number of beauty experts to discover more about the different facets of the multi-tasking trend.
Value-driven
Being time poor and cost-conscious are two major factors in the growth of the multi-tasking trend, but the current beauty consumer is also more value driven. This is leading the trend for products that represent better value or better use of time in the mind of the consumer, according to ’s Nicole Holmes.
Though I do believe time is a concern when it comes to one’s skincare routine, I also believe that we now have consumers that demand ‘more’ from just about everything we purchase. More ‘actives’ in our products, more benefits, more tangible, visible results and importantly more ‘features’ from each product we use. It’s the desire for more features offered by each product that really attracts us,” says Hobson.
While brands are responding to customer’s demands for more” out of the one product, having multi-functions can lead to a more effective product. Creating products that are multi-tasking ... can often provide greater results as many of the ingredients work in synergy with each other to provide the best, quickest and most noticeable result possible,” says Groth.
Another side advantage of multi-tasking products can be linked back to the increased demand for natural products. "With the rise in demand for more natural products, using a multi-tasker lessens the number of products and therefore chemicals consumers are exposed to," says Sorbet (NZ) formulator Brianne West.
The influence of technology
Brands have been making multi-tasking products for decades, but it’s only been in recent years that we’ve started to hear the terminology being bandied about. While this has seen some brands simply refocus their original product to highlight its multitasking capabilities, it has also led to the development of innovative new products. Improvements in technology that make multi-tasking products far more effective than they may have been in the past is a driver in the rise of popularity of multi-tasking products,” says Holmes.
Due to the advancements in technology, brands are able to provide increased solutions for consumers’ long-held desires for multi-functional products. Millions of dollars are spent every year trying to improve and streamline products to be able to provide this need in women’s lives,” says director Leia Corrie. , Creme, Hand & Soft, senior brand manager Lee Orellana adds, The improved technologies in personal care products have allowed for time-saving innovation to become available and affordable, driving consumers to want more multi-purpose skincare solutions. This means that products that have traditionally been used in one sole capacity are now being transformed into innovative products.”
And it’s not just skincare solutions that consumers are looking for multiple benefits, with consumers also after multi-tasking hair products. I think women are more concerned than ever about damage to their hair, so the breakthrough technology of being able to deliver a product that has two benefits means women can truly achieve a time-saving, great experience in their beauty routine,” reveals Pantene Pro-V communications manager Lisa Cunningham.
The future of multi-tasking
With news about more and more innovative multi-purpose product launches hitting our inboxes seemingly every day, this is one trend that seems likely to have longevity. I think there is a big future in multi-tasking that we can't even see the full scope of yet. Technology changes day by day and there are so many variations and new ideas coming to the surface constantly. It grows and changes with the ever changing needs of the consumer as well. I also think there will be a larger focus on sustainability and integrating with digital technology,” says Corrie.
But while the trend will continue, a larger focus will be placed on efficacy. Like all trends, the market will level out and the products that actually deliver on the multi-tasking promise will endure. The less successful ideas will not survive. We certainly see far less 2-in-1 shampoo and conditioners around than we did 10 years ago!” comments Holmes.
Hobson concludes that while women like convenience and products that offer many features, they also enjoy the process of a skincare routine and the choices, textures, functions and the results achieved from various products. I don’t believe we’ll ever end up with one product doing everything e.g a cleanser that is a toner, that is an exfoliant, that is a serum, that is a moisturiser. We understand that you sometimes have to sacrifice a little time to get a much better result. That said, many of the very big cosmetic companies have to continually create something new, so there will always be new innovations of multi-tasking products, some will disappear as quickly as they came (gimmicks). A few will remain to withstand the test of time,” says Hobson.
Multi-tasking products you need to know about
- Face and eye make-up remover, toner and cleanser.
ANNOD Eye & Lip Oil - Reduces eye puffiness, protects and nourishes lips, moisturisers, firms, smooths, regenerates tissue, and reduces the appearance of fine lines.
- Hides and reduces dark circles, shadows, bags, puffiness, and signs of tiredness around the eyes.
- Firms skin, protects skin’s barrier function, prevents the breakdown of collagen, and has anti-inflammatory properties.
freezeframe Revital Day & Night - Treats wrinkles, sagging skin, uneven skin tone, and loss of youthful volume.
- Dual eyeliner and eyeshadow.
Tinted Daywear SPF30+ UVA-UVB - Sunscreen, moisturiser and sheer foundation.
- Exfoliator, plumper, moisturiser.
MeMeMe Boho Balm - Cheek and lip tint.
- Repairs, moisturises and softens dehydrated, damaged and brittle hair.
Natural Paw Paw Ointment - Lip balm, dry skin balm, primer, skin soother, relieves nappy rash.
- Shower gel and moisturiser.
- High grip base coat and shine gloss top coat.
- Treats damage and dryness, and provides long-lasting style.
Pure Fiji Dilo Rescue Body Butter - Enhances skin's own repair mechanism, soothes pain and irritation, and promotes the growth of healthy skin.
- Skin toner that improves skin tissue and the skin's self-renewal cycle.
- Concealer, finishing powder, foundation.
Sorbet (NZ) SuperStar! Cleanse and Moisture - Face cleanser, face moisturiser, make-up remover, in-shower cleanser, in-shower moisturiser, shaving bar and a anti-frizz hair product.
- Firms, tones, moisturises and tans.
- Promotes healthy skin, assists skin renewal, repairs skin conditions.
- Dual-purpose stain for lips and cheeks.
- Conditions and cleansers.
Be Gentle Sensitive Medium Pack - Used to cleanse the hands, face and body