As the cost-of-living crisis continues, adapting claims around specific skincare issues can help shave brands differentiate in a crowded category.
Lauren Goodsitt, Director – Beauty & Personal Care
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WHAT CONSUMERS WANT AND WHY
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PRODUCT INNOVATION TRENDS
- Graph 1: [no title]
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THE PATENT LANDSCAPE
- Graph 2: patents related to shaving composition, published each year, 2013-23
- Graph 3: percentage of product launches by year, 2018-22
- Graph 4: top 10 organisations with active* patent families related to shaving composition, 2023
- Simultaneously cleanse and shave
- Forge the connection between hydration and shave results
- Tie skin barrier protection to anti-irritation claims
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Key Takeaways
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APPENDIX
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