Active ingredients in personal care formulations also activate sales, according to Kline & Co. research. Consumers desire to see visible results and have raised expectations for genuine efficacy of personal care products, making functionality an increasingly imperative factor. This holds particularly true for the resiliently growing anti-aging skin care segment, according to Nikola Matic, Project Lead. Therefore, savvy personal care formulators understand this and are marketing their products by emphasizing their active ingredients to informed consumers.

According to Kline‘s preliminary data, 2011 saw the U.S. cosmetics and toiletries market grow by a rigorous 3.5%, a solid improvement over the previous year’s 2.4% and maintaining the recovery from 2009’s. Consumers are still seeking value but they are prepared to pay more for products that offer specific benefits and visible results. This has allowed formulators to diversify and offer products with validated activity claims at a more premium cost, consequently active suppliers are targeting specific consumer issues, such as anti-aging, anti-acne, slimming, or sun protection.