By and and and  on March 22, 2013

Brands are racing down the alphabet to launch multifunctional skin-care products, which tend to sound more like bond ratings than beauty offerings.

The Asia-born BB creams, or beauty balms, kicked off the alphabet-cream trend by first appearing on U.S. soil in 2011. Led by mass-market brands including Garnier, Maybelline, L’Oréal Paris and Revlon, the segment has since fueled explosive growth. It reached $36 million in 2012, up from a scant $2 million in the prior year, according to The NPD Group. This figure does not included CC creams, or color-correction creams, which began hitting the market in late 2012. And, yes, now at least one DD cream is on the horizon. In May, the nail-care brand Julep plans to launch DD Crème and DD Concealer, said to “do all” and “disguise and diminish,” respectively.

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