Neo-universal: back to universal cosmetics

In the past, beauty products were largely produced to a ‘one size fits all’ specification with slight variation for the most common skin types. This was mostly due to a question of economics; it is much cheaper for manufacturers to work this way. As the number of variations on a formulation increases, so do the associated costs (ingredients, packaging, and production). Hitting the ‘sweet spot’ in terms of the largest product-buying demographic makes a lot of sense, but it also leaves many people feeling un-catered for and under-valued. 

In recent years, there has been growing pressure for manufacturers to be more accommodating and reflect the enormous variety of ethnicities as well as the way modern lifestyles are lived. Consumers are less willing to be compartmentalized and want products that work for them. 

The inclusive beauty trend has resulted in the development of ever-wider product ranges as brands seek to address every specific need, ultimately leading to a wasteful use of resources. But at the same time, alternative dynamics are breaking down traditional marketing segmentations based on gender or age. The next logical step in this quest for the essence now turns to the notion of a unique, multifunctional product, a universal ingredient, and rituals or generic scientific formulations adapted to the human body’s biological needs. This new offering is paving the way for tomorrow’s great classics. Some recent examples show how relevant this Universal trend are: