Mintel spots two products that make geographic considerations the focal point of product and packaging development.

Customized products—which appeal to consumers who like to have it their own way—may be on the cusp of a new trend. However, external factors can influence product formulas, and the results can change according to where the consumer prepares or uses a product.

Mintel’s Global Products Database has identified the emergence of products that are more than adapted to a consumer’s preference. These products are customized and formulated to be more efficient in targeted geographic areas—for example, with different types of water.

Most consumers have experienced bad-hair days when using their regular shampoo in areas with different types of water. Formulations work differently whether the water is hard or soft. In Germany, Schwarzkopf & Henkel believes it has found a solution to this problem with Kiwi-Shine Shampoo, marketed under the Schwarzkopf Schauma brand. The vitamin-enriched hair-strengthening shampoo includes an anti-lime-scale formula that is suitable for all hair types and can be used in any type of water.

Hard water can add to buildup in the hair, making it appear dull. The manufacturer says Kiwi-Shine’s formulation makes hard water softer. The product has a special combination of active substances that are quickly absorbed by the hair, making it stronger while improving shine and suppleness.

Text in a shadowed oval and elsewhere on the 400-mL plastic bottle’s front label calls attention to the product benefits. The shampoo has a suggested retail price of $1.97.

In Canada, Pacifico is marketing Biodegradable Dish Detergent, formulated for a very specific type of soft water. The product is positioned as suitable exclusively for the water supply in Vancouver, Canada—a degree of regional customization not usually seen in dishwashing detergent, Mintel says.

The 1-L plastic bottle’s illustrative graphics communicate the detergent’s regional benefits and that the product is safe for the environment, with a condensed formula developed to work effectively in Vancouver’s soft-water supply.

Pacifico says the product contains no perfumes or dyes, is easy on hands, and carries a suggested retail price of $3.26.