Setting sprays have become a staple of morning routines, and in an increasingly crowded market, new formulations are bringing more than just make-up-fixing features to the dressing table.
Fragrance, bronzing, cooling and hydration are among the new novelties hoping to give brands staying power in the competitive category.
“Setting sprays are increasingly difficult to differentiate through longevity claims alone,” says Faiza Hussain, Cosmetic Scientist and Growth Laboratory Consultancy Founder, The Skin Shrink.
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“Multifunctionality gives them a clearer commercial story, whether through colour, scent, skin care benefits or finish.
“The strongest innovations will not simply add more claims, they will solve a recognisable consumer need while preserving the fine mist, comfort and dependable performance expected from the category.”
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Patrick Starrr’s make-up brand One/Size already has the Sephora best-selling hero On ‘Til Dawn Mattifying Waterproof Setting Spray.
Now the viral internet favourite has had a glow up, with On ‘Til Dawn Bronze Veil Waterproof Setting Spray, designed to bring a luminous bronze glow that enhances rather than covers the skin.
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