Hybrid beauty products thrive during recessions, but the next breed will turn up the volume on multitasking in 2023
During challenging economic times, few cosmetics products are better placed than multitasking hybrids, aka the overachievers of the beauty world.
Products that save consumers money with cross-category benefits have thrived since the explosion of BB and CC creams a decade ago, and with the cost of living crisis, the beauty multitasker is set to reach new levels of demand.
WGSN has been tracking the rise of the multitasker as a response to the crisis and Sienna Piccioni, Head of Beauty at WGSN, says: “Products that have multiple functions and added benefits will be a hit with consumers wanting to get more value from their purchase, especially with make-up-skin care hybrids, such as SPF-tinted serums with hydrating actives that save money, time and improve skin health.
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