As the demand for cleaner and safer cosmetics rises, packaging options are rapidly changing to meet consumer needs. Enter single dose (or unit dose) packaged products, taking the guesswork out of the amount to use, while easing buyers’ fears about a product’s exposure to outside toxins.
But is the consumer ready for single dose beauty for her beauty and personal care mainstays and if not, what is holding her back from trying a one-at-a-time approach to use?
In September 2021, The Benchmarking Company conducted an online study to explore consumer adoption, interest and understanding of single unit dose beauty products. The survey was designed to gauge her interest in products designed specifically in a single dose format and explored her purchase intent, influencers, attitudes toward unit dose form factors, and any barriers to purchase. More than 3,100 US female beauty buyers ages 18+ look part in the study.
She’s Familiar with Single Dose Beauty
Forty-seven percent (47%) of consumers surveyed have purchased a single unit dose beauty or personal care product in the past. Thirty-three percent (33%) of purchasers did so just one time; 15% say they are regular single-dose users, 49% buy single-dose products on occasion, and 3% of those who’ve purchased say they would not do so again.
Single dose beauty products represent only a small fraction of the beauty buyer’s typical purchase. Of those who buy or have bought single dose beauty, more than half (51%) say this form factor represents only 1-10% of their purchases right now.
Skincare (91%) is the most common type of unit dose beauty and personal care products she’s used, followed by:
- 44% hair care
- 31% bath products
- 22% fragrance
- 19% body care
- 19% sexual wellness/intimate care
- 19% color cosmetics
Her favorite unit dose brands include products from Estee Lauder (15% say this is a fave), L’Oreal (12%), Neutrogena (10%), Elizabeth Arden (10%), ROC (7%) and Rodin + Fields (5%). Other favorite single-dose brands mentioned included No. 7, Babor, Dr. Dennis Gross, Dr. Barbara Sturm, Elemis, Vichy and Kiehl’s, among others.
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