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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty