Monodose Beauty for the Modern Urban Nomad

Small, single-use sizes are in, but unit doses face a big challenge when it comes to future innovation.

Written by Nica Lewis, head consultant, Mintel Beauty Innovation—and a member of Beauty Packaging’s Board of Advisors.

The Modern Urban Nomad is defined as much by what they do not carry as what they do. Traveling light—whether for fun, on business, commuting, on the school run or to the grocery store—is imperative to them. With the help of technology, they control the world—and their needs—from the palm of their hand. Companies—and not just those producing handhelds or web applications—need to be aware of what the Modern Urban Nomad wants and needs. Savvy beauty manufacturers are revisiting design in terms of usability, compactness, convenience and freedom, alongside results, to appeal to this demanding consumer group.

The examples of portable launches that follow—sourced from Mintel Beauty Innovation’s Global New Product Database—illustrate how monodose packaging addresses the Modern Urban Nomad’s need for convenience and speed.

Dr. Ken’s Fresh Mint Dental Floss Singles

Dr. Ken’s Fresh Mint Dental Floss Singles ($4.99) come in a 20-count pack of single sachets of 18-in. dental floss. This convenient, efficient sanitary product is said to help whiten teeth. It contains green tea for its antioxidant and antibacterial qualities to fight bad breath, cavities, plaque and gum inflammation. (ID: 1240356)

In Italy, SC Johnson launched Insect Repellent Gel under the Autan Family Care brand. It retails in a practical portable pack containing seven monodose sachets. It is designed for the whole family and claims to provide four hours of protection against mosquitoes. (ID: 1154613)

In France, niche beauty brand Anne Semonin launched Eye Express Radiance Ice Cubes ($48). Claimed to be the industry’s first ice cube format cosmetic product, they come packaged in a set of six 4ml monodose cubes, to be stored in the freezer. They are formulated with marine spring water, trace elements and mineral salts as well as gingko biloba. The cubes are said to instantly soothe tired, stressed eyes and reduce dark circles and puffiness. (ID: 1292413)

Body Conscience is a new U.S. skin care range with a mission of “turning the functional necessity of daily personal grooming into an indulgent and simple ritual, by saving water and time, two concepts considered the most precious resources today.” As part of the Nourish Champaka Neroli line, the Wearever Whenever Body Balm ($65) comes in three 1.9 fl. oz. bottles, ideal to take everywhere needed (plane, car, gym, handbag, etc.). (ID: 1220700)

Beauty Snapz Cuticle Conditioner

Japan-based Daiso introduced two on-the-go Pocket Soap Film products in Hong Kong. Both the Hand Washing ($1.29) and Face Washing ($1.29) paper soaps are sold in five-count packs and claim to produce frothy bubbles more easily than common soap paper using the newest soap film technology. (ID: 1312153) and (ID: 1312179)

In Australia, Beauty Snapz Cuticle Conditioner ($5.46) is available in a pack of 24 swabs. The swabs have a reservoir containing the fluid formulation of aloe and other nourishing ingredients. They have to be snapped to release the fluid into the cotton top ready to apply directly to the cuticles. The pack is easy to fit into a travel case or handbag. (ID: 1294376)

While some of these formats are not new to beauty per se, they do illustrate how packaging concepts can be adapted to other subcategories to create innovative products. In terms of future innovation, a key area to address is sustainability: How can unit doses be made more eco-friendly and actually minimize packaging waste?