Inside the New-Millennium Medicine Cabinet

Over the past few years the health and beauty marketplace has expanded dramatically, with an ever-increasing variety of products available. The specialization of those products has gotten to be so great, in fact, that many people need more than one version of some hygiene products. It's not enough to have just one toothpaste, facial cleanser, or shampoo anymore. Now we need different products for different uses.

The increasing popularity of tooth whitening toothpastes is one example of how product categories can create whole markets of their own. Only a few years ago, tooth whitening was a peripheral product, and toothpastes competed on flavor and freshness. Now, every major brand of toothpaste has at least one tooth whitening option, and the major brands tend to have two or three. However, using a tooth whitening product every day can cause damage, since whitening products are harsher than normal toothpastes.

As a result, the surge in whitening products has not killed the products that are designed for general oral health. Instead, many people have two tubes of toothpaste in their medicine cabinet. One is an everyday brand used primarily for general oral health, and the other is a whitening brand used on occasion, such as in the days leading up to an important meeting, date, or event.

The marketplace for facial cleansers has gone through a similar process of specialization, although unlike the toothpaste market the change hasn't been dominated by a surge in one particular product type. The specialization of facial cleansers has been led by dermatological issues, with new products being defined to address issues that women feel strongly about. Now there are products for oily skin and dry skin. There are exfoliating products. There are products that emulate microdermabrasion. There are so many different specialty products that it's hard to pick one.

This specialization is good. Many women have to different types of skin during their monthly cycle and actually need two different facial cleansers to keep themselves looking their best. Other women - and men as well - keep a standard cleanser for daily use and a specialized cleanser to address skin issues that come and go.

The shampoo universe is a complicated one that is dominated by marketing, and it's probably the hardest segment of the consumer health and beauty marketplace to decipher. There are so many products on the market, and there are so many different specializations that are advertised, that you can basically find a particular brand that meets any need you may have. Some are sold with alluring scents. Some are sold with health benefits. They're all essentially the same, but every brand feels remarkably different.

The main differentiator between luxury shampoo and the cheap stuff comes into play when you really need your hair to behave for a special occasion or event, and so many people keep two bottles of shampoo in their shower at all times. One is a less expensive everyday brand that works fine and that provides either the aesthetic or health benefits that appeal to the consumer. The other is a more luxurious brand, which is used when getting ready for special occasions...or when a hard day demands a good, long, relaxing, luxurious bath.

Product specialization is good, since it enables consumers to find the toothpaste, facial cleanser, shampoo, or other product that is actually best in meeting their particular wants and needs. But it can also be confusing and lead consumers to buy more than one of the same kind of product.