Why fast formulations are key to being first to market

Minimally disruptive formulations provide opportunities to address new trends with speed

With shopper purchasing habits increasingly dictated by flash-in-the-pan trends, brands that master the art of a ‘quick launch’ are more likely to reap rewards. Belinda Carli, Director of the Institute of Personal Care Science, explains

Around the world, some of the most influential beauty and personal care consumers are increasingly coming from a younger market.

To meet this consumer group’s needs for products that meet current trends while the trend is still active, product innovations need to have dramatically reduced development lead times and meet fast-fashion principles.

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