Predominantly, it’s prestige skin care brands that are testing the market with water-based products, but now the mass sector is hopping on the H20 bandwagon.
Simple Skincare noticed the slow traction micellar water has gained in the U.S. and recognized the opportunity to introduce the ingredient to the masses with its Micellar Cleansing Water.
“The insight behind this product is that skin dehydration can impact anyone,” said Dawn Hedgepeth, director of brand building for Unilever Skincare. “Whether you go out in dry or harsh weather, don’t drink enough water — or even stress can cause dehydrated skin.”
Launching in January, the no-rinse cleanser, which is priced at $6.99, is said to boost skin hydration by 90 percent and in addition to micellar water, it contains provitamin B3 to restore softness and vitamin C to smooth skin.
“Where we’re seeing the growth in women’s face care is pretty much all in cleansers right now,” noted Hedgepeth. “Some of the different formats in cleansing are what’s growing the market whether its wipes or things like micellar water. We really see this as the future of skin care.”
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Simple’s Micellar Cleansing Water will be supported by print advertising, how-to videos and sampling.
“Mostly we’re looking for places to distribute samples where some of the triggers of dehydration and sensitivity are, so it makes sense for us to provide the solution right there in that moment,” she added. “We did a lot of airport sampling this year [with our other products] and it was impactful.”
Executives declined to share financials, but industry sources estimate the cleanser could do $8 million in its first year.