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With weather conditions and stress playing havoc with consumer skincare regimes, beauty products which claim to hydrate and moisturise have never been more in demand. And new research from Mintel BPC highlights this move towards a thirst from manufacturers as 66% of all new products launched globally in the skincare market in 2012 had a moisturising and hydrating claim.
Furthermore, product launches communicating the inclusion of water from oceans, lagoons, seas, glaciers, springs or spas have seen consistent growth in the skincare category since 2009. Indeed, skincare products that specify the use of water from a particular source grew 78% between 2009 and 2012.
Chris Lindsley, Global Skincare Analyst at Mintel, said:
“Naturally, water is where many hydrating claims start – but not just any old water. Provenance as well as functionality has become an important feature on pack. Claims regarding water sources are becoming increasingly ambitious, with companies’ descriptions ranging from “wild” to “antique”. Looking to the future, playing with the state of water in skincare products offers innovation for formulators and a splash of sensoriality for consumers, while water activation also has appeal. The challenge for the future will be to entice consumers with exotic but meaningful stories, while avoiding tipping over into hyperbole and switching them off.”
Furthermore, it appears that NPD is responding to consumer demand as, according to Mintel’s research, dry skin is one of the key concerns of European women. In the US, over half (52%) of consumers buy facial skincare products to  treat or prevent dry skin – rising to 56% of consumers in the UK. Meanwhile, more than a third (37%) of French women and almost half (48%) of German women use facial skincare products to treat or prevent dry skin. In addition, more than a third of women in France (33%), Germany (37%), Italy (35%) and Spain (39%) use facial skincare to prevent or delay the onset of fine lines and wrinkles, so  it’s clear that hydration is crucial for women’s skincare regimes.
And it is not just skincare embracing the powers of H20. Mintel’s research shows that in haircare, the moisturisation claim was seen in 26% of product launches in 2009, rising to 32% in 2012. Consumers are also aware that drinks can offer more than just hydration. Some 27% of consumers say that bottled water with vitamins is healthier than plain bottled water, rising to over a third of French (49%), German (39%) and Italian (34%) consumers, while three in 10 (30%) UK consumers would be willing to pay more for water with added benefits.