Cosmetic manufacturers are currently capitalizing on one of the biggest trends in the industry, producing products that serve more than one purpose. The process is known in the industry as micro-segmentation; it started in the hair care sector and has spread across the spectrum of cosmetic products. Examples of micro-segmentation in the industry include self-tanning solution that possesses anti-aging properties. There is now a product that is being marketed as providing hydrating and anti-aging treatment for hair from Ales Group.   

Many cosmetic products now have anti-aging properties in addition to the core properties for which they were created. Competition is also pushing the growth of these multi-purpose products.