By  on August 31, 2007

In a bid to nail down the number-two position in mascara, and to steal the coveted spot from the L'Oréal Paris brand — once and for all — Procter & Gamble Co. is expanding its rapidly growing Cover Girl mascara franchise with LashBlast, an item that incorporates new brush and component technology, in partnership with a sleek and sophisticated ad campaign featuring the firm's newest spokeswoman, Drew Barrymore.

"We are committed to mascara. So, we are committed to being the number-two player," said Esi Eggleston-Bracey, general manager, Cosmetics North America, Procter & Gamble.

With the number-one slot largely out of reach — Maybelline, which is also owned by French beauty giant L'Oréal, has a firm grip on the top spot with nearly double its leading competitors' sales at $180 million in revenue for the latest 12 months — Cover Girl executives have said second place is good enough.

Cover Girl's recent history in the mascara segment has been fairly unexciting: It has hovered in third place since 2004. For the 52-week period ended Aug. 17, P&G tallied up $90 million in mascara sales in food, drug and mass stores, excluding Wal-Mart, according to Information Resources Inc. But while still ranking third, the brand has gotten much closer to second place over the past three years. VolumeExact and LashExact, which were launched in 2007 and 2006, respectively, have helped push Cover Girl to achieve an 18 percent sales gain in the mascara category in the past year. And, LashExact is already ranked the fourth best-selling mascara overall, according to IRI data. L'Oréal Paris holds onto second place — in terms of mascara sales — with $95 million in sales.

Volume is what has been driving the mascara business, explained Eggleston-Bracey. It basically accounts for half of all mascara sales, she said, which IRI has at $450 million, up 4.6 percent in the past 12 months. But tapping into that consumer, who seems quite complex, is a challenge.

"The volume seeker doesn't only just want to be noticed, she is pretty subdued. But she's the sophisticated consumer in the room who is wishing the thing that gets noticed about her is her eyes," said Eggleston-Bracey.

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus