Cult French skincare brand Bioderma is launching a hit multitasking facial mist in the UK, targeting on-the-go consumers seeking innovative, easy and affordable beauty solutions.
Launching in April 2016, Hydrabio Eau de Soin claims to be the first water-based facial mist with sunscreen, offering all-over hydration and protection. UVA and UVB protection shields against ageing sun damage, while vitamin E defends the skin against free radicals – another ageing factor.
Cleverly, the invisible, weightless product can be applied throughout the day without disturbing make-up – a clear problem for consumers looking to maintain colour cosmetic application, and make-up artists who fear the white residue often left on the skin by SPF products.
The packaging also showcases an innovative new design. Where traditional aerosol cans release a continuous spray, this can features a perfume pump to deliver a controlled amount of product – minimising wastage and errant application.
This product demonstrates how traditional formulas and application methods can be disrupted with clever packaging and chemistry. For the latest packaging innovations, see Packaging Futures 2016-17.
Make-up artists helped to catalyse the popularity of Bioderma worldwide, with rave reviews of the brand’s micellar cleansing water granting it cult status and prompting brands to launch their own versions. If this product is met with similar enthusiasm, multitasking mists could become a permanent fixture in the beauty market. For more on establishing cult status, see The Economy of Cult Beauty.