Today´s beauty consumers are increasingly attracted to products that cater to their busy lifestyles.

This latest finding comes from US-based specially-materials and chemicals producer Lubrizol as part of its “Beauty in the Digital Age” study which isolates three global trends related to the growth of digital technology.

According to Lubrizol, cosmetic formulators should stay aware of these trends in order to capitalise on new market opportunities. the first, “Citysumers” relates to how time-pressured consumers are increasingly seeking multifunctional products and convenient packaging that will save time and effort.

The second time trend, “Sense-able,” responds to consumer desires to purchase from socially responsible companies, while “Younique” relates to the growth of customisable products that can be tailored to customer preferences.