Trends and routines

Skinimalism

Also written as minimalist skincare, fewer better products, multi-tasking skincare.

Fewer products, each doing more. Ranges shrink to three or four items and each has to justify its place.

What it needs from a bottle

A short range has nowhere to hide. When you sell three products, all three are the brand, and an inconsistent closure or a mismatched neck finish is a third of your shelf presence. Fewer products should mean more spent per unit on the container.

Formats that suit it

• Matched bottle sets