Written on: July 1, 2025 by Patrick Heskins
A quick leaf through the pages of SPRAY Technology & Marketing magazine will show that aerosol dispensers are used for an astonishing array of applications—from food to disinfectants to lubricants to paint. However, sitting at the top of the chart, certainly here in the UK, are cosmetic aerosols; the range of cosmetic products that are put into the spray package is astounding.
There are, of course, the core products in the cosmetic field, such as body sprays, antiperspirants, hair sprays and styling mousse. However, any of you who know me will know that I’m fascinated by the more niche applications, especially those that push the package to its limit or challenge the norms of what one would expect from an aerosol.
Take, as an example, L’Oréal’s Infaillible 3-Second Setting Mist. I am no expert on the longevity of foundation or lipstick, but as someone who has been married for many years, I am aware of the need to apply regular “touch-ups” during a day or an evening out.
However, doesn’t this run counter to what we tell consumers to do with aerosols, such as avoiding spraying near the face or eyes? One assumes the clever people at L’Oréal haven’t put something on the market that sprays with the intensity of a hornet nest killer. Looking at the online reviews and influencer videos, it appears to work very well.
One of BAMA’s member companies produces a temporary, spray-on tattoo and last year, at the BAMA Forum, let our attendees have a play. As someone never brave enough to have any body art, I can see this as a wonderful way for those who are curious to try something, or simply to decorate oneself in a unique way for an event. I wonder if tattoo parlors offer this to clients to test out a new design?
Going back to the core of cosmetic aerosols, many marketing companies are now creating whole-body antiperspirants. The advertising is pretty straightforward and blunt: spray it everywhere you sweat (and I mean, everywhere). This is not a new concept—there have been specific products in these niches for many years—but the major marketers, such as Unilever, have now developed formulations and products within their main brand offerings.
I have to leave you with one last cosmetic aerosol I came across as I did some research for this piece, which is an undercoat made by Mazwell group for use on embalmed bodies. There is one last day we want to look good for our loved ones. I wonder if this was what inspired Death Becomes Her, or was it the other way round? SPRAY
