The NPD Group reports that the Asian beauty phenomenon known as BB Cream has hit American shores hard, generating nearly $9 million from March 2011 to March 2012.
“This is a category to watch,” said Karen Grant, vice president and senior global industry analyst for NPD. “BB Creams have only been on the [U.S.] market for about a year and they have made an impact so quickly.”
Short for beauty or blemish balms, BB creams are designed to heal problematic skin and create a smooth canvas for makeup. The numerous benefits of a BB cream — it acts as a moisturizer, primer, foundation, highlighter, antiager and skin protector in one — may be what draw many women to the category, but Grant warns it could also be what makes the product an Achilles heel for beauty companies. “Brands have to be careful as they incorporate these products in their portfolio. They have to let consumers know its an enhancement product and not a replacement product,” said Grant, who said that 70 percent of users say they are forgoing a makeup or a skin care product when using a BB cream. To avoid cannibalization, Grant said brands should educate their consumers to use the product side-by-side with their other product offerings.
Grant also said consumers are just as likely to pick up a tube from mass or prestige channels, perhaps because consumers may still be confused about the product and are looking for an entry price point to experiment.
Although BB cream purchasers currently account for only 2 percent of the overall beauty market, 77 percent of that group has expressed that they are extremely or very satisfied with the product. In addition, four out of 10 beauty shoppers say that they would consider buying one in the near future. “There is shift towards improving the complexion as opposed to [just focusing on] lines and wrinkles,” said Grant. “It’s now more about tone and texture and the overall health of the skin.” NPD also reports that eight in 10 beauty shoppers today seek products with multiple benefits; and that figure rises to nine in 10 for BB cream purchasers. The top five benefits consumers expect from BB creams, according to NPD, are (respectively) natural looking coverage, hydration, skin treatment, SPF protection and improved texture.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
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@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
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For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
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