Not too long ago the products with multiple applications appeared on the market. One can not specify exactly since when but, what is certain is that they are a hit among consumers and are now in virtually all brands, all lines, all segments.
It started with products 'two in one', at the begining on anti-dandruff shampoos which cleaned and conditioned at the same time, soon ordinary shampoo also began to incorporate the idea. Hence for the other segments follow this direction did not take long. After all, the consumers mind with products that offer more than one action at the same time and in the same product.
The dermocosmetics came on the heels of this trend by offering complementary functions to the use of specific products, optimizing their use: "The multifunctional products are ideal for more sensitive or oily skin, or skins that need to limit the number of products applied, but at the same time, have specific needs, "says Carolina Collier, director of La Roche-Posay whose product Derm AHA is anti-wrinkle, retexturizador and mattifying. They are also a 'faster' option for those who do not have much time and want to optimize their beauty routine, "she adds.
Most recent trend are the in-shower products, which offers multiple functions already at bath time: "The multifunctional dermocosmetic incorporates the practicity of having multiple functions into a single product, with the facility to offer a differentiated treatment in the form of daily care, "says Simone Ribeiro, manager of Research and Development of Dermage, with headquarter in Rio de Janeiro. A product of the brand that exemplifies these multifunction is Hidrashower Body, which offers 24-hour hydration and sunscreen SPF 17 in application quickly and practical in the shower. Contains vitamin E, polyphenols extrato Grape and Aloe Vera.
"The market today demands products that are distinct. You can not talk about a product that attenuates only a front, but that has multiple benefits, "says Robert Rocha, director of marketing for Lancôme, which launched this week Visionnaire (see here), which attends to this trend, as it acts on wrinkles, pores and smooths skin.
The great 'leap' of Visionnaire [LR 2412 4%] is a molecule capable of 'self-propagate' itself through the layers of the epidermis, causing a series of micro-changes in the tissues. Thus the product is presented as an Advanced Skin Concealer, which offers to the consumer, a skin with finer texture, wrinkles and pores minimized and irregularities vascular and pigment reduced .
PuraInova, national dermocosmetics company, has developed Acqua-Dry Cleansing Gel with tartaric acid in its formula. Product has exfoliating properties to remove dead skin cells, unclog pores, stimulating the cell renewal. The astringent of the brand Acqua-Dry Astringent Lotion, complements these functions and helps inhibit the production of greasiness. Another example of the multifunctional product of the brand is Acqua-Dry Blocker Solar SPF 30 Oil Free, that protects against UVA / UVB rays and moisturizes the skin. The oil-free formula contains hydrosoluble sunscreen to ensure a healthy skin. Continued use promotes reduction of skin oils, the company says.
Anti-aging products that include sun protection are common, afterall oxidation of the skin is a one of the major factors of aging. But these products can still surprise with more functions, such as Cream SPF 25 Anti Signs of the Brazilian Red Apple (Cosinter), which also serves as a primer for makeup and translucent base. Other tasks of the product: instant fill wrinkles and UVA / UVB rays protection.
"We from Red Apple believe that the multifunctionality is a tendency within the next decade because it comes against Reduce, itself a precondition for sustainability of our planet," says Martin Gonzalez de Souza Junior Coordinator Research and Development of the brand.
By L'Occitane the Protective Lotion UV SPF 40 - Angelica beyond sun protection (with mineral filter) and protection against free radicals, provides intense hydration, improves skin elasticity, revitalizing it and is illuminator. Its non-oily texture, is ideal for normal to mixed skin.
Avon has launched Avon Care 3 in 1 Facial Lotion, which cleans impurities, removes the makeup, tonifies and moisturizes the skin, all in the same application. It is formulated with aloe vera and ginger, an antioxidant, which helps to reduce the effects of aging.
Sun protection, hydration and something else
The Brazilian dermocosmetic brand Adcos has the Filtro Solar Tonalizante Pó Compacto FPS 30, a sun filter in compact powder which provides tanning color to prevent against photoaging and skin stress, and also is used as makeup, to correct possible imperfections with a natural-looking. Another multifunctional product of the brand is the Solution Oily Solution Hidratante FPS 20, a moisturizer which controls the oiliness, reduces the appearance of pores and also protects against the sun's rays.
L'Oréal Paris brings in the line UV Perfect, for the body, four products that moisturize and provide sun protection (anti-pollution) for different types of skin. Moreover, there is a product to unify the skin tone and a specific one for hands arms and shoulders, with advanced UVA / UVB protection and antioxidant active to preserve the fibers of elastin and collagen.
Capital Soleil Touch Dry, by Vichy is another example, protects the skin from the sun on day by day basis while treats the greasiness. "Multifunction products are a market trend and for dermocosmetics products is no different," says Julia Seve, director of Inneov and Vichy, which still offers Aquadestock, a draining product, anti cellulite and Normaderm Tri-activ, anti-imperfections, moisturizing and mattifying.
Joico has in its Moisture Recovery Leave-in Moisturizer a Leave-in moisturizer for skin and hair that restores hair natural moisturizing by repairing damaged cuticle. It leaves both the skin and hair soft, hydrated,luminous. And yet, according to the company, can be used as a facial spray make-up fixer and moisturizer for face and hands. It contains Complex Hydroxy Marine, Quadramínico Complex and jojoba oil, it has pH 4.5 to 5.5 - the same as the scalp and skin. His watery texture is easily absorbed.
For complementary functions, the Brazilian Maxiline has developed the Exfoliating Shampoo for scalp cleansing, rebalances and nourishes the hair. Its formula contains non-abrasive micro beads that exfoliate and activate the circulation of the scalp, and assist in cellular renewal. It contains proteins, amino acids and plant extracts that interact with the capillary structure providing strength, protection, and refreshing sensation to scalp.
Cless, a hair specialized producer, also has in its finishers line Charming Pró Age Pró Color, a product based on D-panthenol and silicone for normal and colored hair that finish, shapes and protects the wire against fading caused by sun and against the aggressions caused by treatments chemicals and dyes.
"Time has become limited and the practicality valued. Thus, products that provide immediate sensory effects, bring treatment noticeable in the medium term and offer more than one action at the same time are welcomed," says Adriana Souza, Research Consultant and Development of ILIKE Professional. The line of four products brings antifrizz and antiage action during cleaning of the threads, besides the specificities of each damaged and (post chemistry hair; colored; curly and wavy and brittle and dull). "Cosmetics products are being developed to bring benefit, safety, efficacy and care with the consumers health in a agile way," adds Adriana.
"Great results combined with the valuation of time are factors that lead consumers to seek multifunctional products," says Alex Feijolo, Oxyfree executive who developed the Shampoo Pós Selagem Oxyfree, a shampoo after hair sealing, to clean, help in the maintaining of the the sealing process, and treat hair. Other product, the Leave-in Gloss Finisher, moisturizes, protects against moisture and prolong the smooth effect.
And Trattabrasil with its Argan Rescue product which provides hydration and finishing to the hair, but can also be used in small amounts as an aid in hair straightening and pre chemistry.
Practicality is fundamental for the male audience. The country is already the second largest male personal care market, with projected growth in 2011 from 16.3% in value, according to the agency Euromonitor International, of strategic research. And the market, attentive, invests to meet to its specific needs.
Natura Cosmeticos launched Hidratante Multifunção 1.5, a multifunction moisturizer that, in a single application, offers five benefits: it increases the firmness of the skin, reduces wrinkles and expression lines. Moisturizes for 24 hours and protects against UVA and UVB rays (SPF 18).
The Liquid Soap For Body and Hair L'Occitane cleans the skin of the body and provides hair shine, if used as shampoo. It is formulated with lavender oil A.O.C. black pepper, nutmeg and woodsmoked. It has woody fragrance.
The soap Trium Mahogany for Men, of the Brazilian Mahogany, is a liquid soap which can be used as shampoo and shaving foam. Formulated with Extract of Poplar and Oak, which assists in the restructuring of damaged tissue, Allantoin, which has healing action of trace elements, amino acids and pro-vitamin B5, which promote vitality and strength to the skin.
There is much the soaps offer beyond the fragrance, softness to skin. Other components such as moisturizing, film forming to protect the skin keeping the fragrance or the sense of freshness, were added slowly by the market, but companies are always incorporating new features.
Eco Brasil Brazil nut - Creamy Liquid Soap, produced by Sparkly Home Spa is a creamy liquid soap, based on extracts of coconut, rich in B complex that moisturizes and softens the skin and Brazil nu oil, which extends hydration. The brand also offers an exfoliating moisturizer, Benephyto Lavender & Vanilla Body Scrub, which contains golden sugar immersed in a combination of sweet almond oil, sunflower, rosemary, lavender and vanilla, which deeply moisturize.
Natura has in its Ekos line soaps with 100% vegetable mass that offer different textures and fragrances to cleanse, exfoliate (with passion fruit seeds crushed) and moisturize.
O Boticario bet in aromatherapy fragrances to its line Nativa Spa: Energizing Pitanga; Exotic Plum, Nutritious Acai, Purifying seaweed; Coolers Melissa and Rosemary Plum, Pomegranate and Cranberry + Sandalwood.
And there are the actually functional, such as Liquid Soap for the Hands of the Chefs of D'Água Natural which, in addition to clean hands, remove odors left by food such as fish, chicken and seasonings. "The product was developed to meet a request of the CIA Zaffari of supermarkets, fifth in the national ranking", says Denise Wendhausen Rochadel, director of D'Água Natural.
For the body yet, multifunctional products of treatment are proliferating. The JAFRA Cosmetics introduces two new products of the body line Define your Body: The Modeling Gel and the Firming Cream, which help to redefine the silhouette, minimize sagging and keep the skin soft and hydrated. Formulated with lotus extract, shiitake extract and natural extracts has proven results after 4 weeks of use, the company says.
Makeup, hair removal and nails
The makeup products already incorporate several treatments, virtually all brands add some benefit to the lipsticks (moisturizing or protective) mask, which soften the lashes and treat or foundatios, which in addition to uniform skin tone combine ingredients for sun protection and anti-aging. The most recent example is The Eraser, of Maybelline, which includes in the formulation: hyaluronic acid, collagen, and Goji Berry, Fruit of the Himalayas which is composed of 4 special polysaccharides and is rich in vitamin C.
The nail products, which already had strengthening and nourishing treatments for the nails at the base product, now gained an additional: DNA Italy is releasing the lightner, and stain remover. The violet-colored one, for instance, disguise and even removes yellowish stains .
And Depi Roll brings DepiRoll by Nail Sensitive to be used during bathing. The product intended for people with sensitive skin, shaves and moisturize at the same time.
Sarfam proposes Niacinamide-PC, Vitamin B3 of regenerative properties, nutritive and stimulating for hair and skin. Vitamin B3, is a multifunctional vitamin which stimulates the synthesis of proteins such as filaggrin and involucrin, essentials to the epidermal barrier, besides new fibroblasts responsible for the firmness and skin structure. It also actuates on the reduction of blemishes and lesions caused by acne. and can be used in treatment products, in all kinds of formulation.
Cosmotec presents Meadowquat ® HG-70 (Elementis) a multifunction active quaternized, derived from vegetable oil Meadowfoam seed oil, which can be applied both in skin care products and in hair products. Promotes greater fixation of the fragrance both in the cosmetic product and applied at the site. In hair care products, has conditioning action and improves tensile strength of the threads. It is highly stable over a wide pH range, which allows its application on hair dyes, resulting not only in increasing the strength of the final color, but also to protects against fading.
Brenntag provides Glypure Chemistry ® - Glycolic Acid 70% grade cosmetic of the manufacturer DuPont. This alpha-hydroxy acid is widely used in products facial formulations such as peeling and in care products for feet care providing a smoother exfoliation and a skin hydration more effective. It is also used in hair products, helping to prevent hair breaking by improving the heat resistance, leaving the hair and scalp more soft and silky.
Lipo in Brazil presents Orgasol Restore ® sensory modifier of high-performance that helps prevent skin aging, promotes deep hydration and improves elasticity, reducing fine lines, thanks to the "delivery system" of ceramides 3 and olive glycerides. The active acts as a micro sponge full of ceramides, which in contact with skin, are released gradually. It is indicated for the anti-acne treatment and control of greasiness, with delivery system of lactic acid. It is non irritating, reduces oiliness and promotes cell renewal and pores clearing .
For the body to the company developed the Pink Pepperslim, which acts in the maturation of lipid droplets in adipocytes, decreasing fat accumulation and activating the microcirculation. It has also the draining effect and aids in quick removal of lipids. Thus, it stimulates the loss of body measurements, acting mainly in the waist, hips and thighs of women, and abdomen for men.
BY BASF the launching of D-Stria ™ according to the company, the active is able to reduce by 27% (according to clinical study of 25 patients), the contraction of myofibroblasts derivatives of stria, making it thus functional again and promoting synthesis of collagen and elastin in the local of expression mark. In vitro studies have shown that the D-StriaTM actually doubled the synthesis of collagen and gene expression of elastin.
And Ion Chemistry brings in the Algisium C, which stimulates cell viability and activates the biosynthesis of collagen, protects against free radicals, glycation of collagen and connective tissue changes; moisturizes intensely (due to mannuronic acid) and restores the hydric balance and also has action anti-inflammatory and soothing to irritated skin and / or weakened.
There is much to be talk about multifunctional products and on assets that meet this category of products, especially because this category has much to offer. Trend or a market need, this category of product came to stay.
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