Appeared In
Special Issue
Beauty Inc issue 12/11/2015


    MASS

HAIR
OGX Argan Oil of Morocco
Quick! What’s the number-one-selling shampoo and conditioner in mass channels? It isn’t Suave, Pantene
or Fructis. That honor goes to OGX, which has posted high-double-digit gains throughout 2015, according to IRI. OGX conditioner sales are more than double that of the next competitor. “It is our strongest performer,” said a retailer from a major drug chain. OGX’s success is being driven by a focus on compelling ingredient stories and fragrances. Among the most popular — this year’s launch of Argan Oil of Morocco, which made the still-strong demand for argan oil accessible to consumers across channels.

MAKEUP
Maybelline Lash Sensational Full Fan Effect Mascara
Without blinking, mass market retailers quickly named Maybelline’s Lash Sensational Full Fan Effect Mascara as the best makeup launch of the year. And the numbers support their enthusiasm with IRI data for the 52 weeks ended Sept. 6 revealing the item is already the sixth top-selling mascara in multiunit channels (against some heady competition), with sales surpassing $30 million. What is it about Lash Sensational that’s created such, well, fanfare? The secret is a special brush that unfolds layer upon layer of lashes for a full fan effect.

This story first appeared in the December 11, 2015 issue of WWD.  Subscribe Today.

FRAGRANCE
Elizabeth Arden Fine Fragrance Mist Collection
Body mists have provided mass retailers with a whiff of optimism in an otherwise weary fragrance category. “They were our biggest fragrance success of the year and really resonated with our shoppers,” said a source at a mass retailer. The mists offer lighter versions of Arden’s popular nameplates such as Curve, Sunflowers and Lucky You and have easy-to-swallow price tags, below $10. The combination has enabled mass retailers to compete against specialty chains like Bath & Body Works. And while traditional mass fragrance sales are expected to be down for calendar 2015, retailers predict body mists will produce at least a 7 percent gain.

SKIN CARE
Neutrogena Hydro Boost Water Gel
Water, water everywhere: The ultimate hydrator was singled out by retailers from Ulta to Walgreens as the biggest skin-care trend of 2015. Helping to fuel hydration as a category was Neutrogena’s Hydro Boost Water Gel, the number-one new item in skin care according to data from Nielsen. Shoppers eager to tap into the new generation of water-based and hyaluronic acid products enthusiastically embraced the gel-based moisturizer, helping to keep Neutrogena in pole position for skin-care sales.

    PRESTIGE

HAIR
Bumble and bumble Surf Infusion
Bumble and bumble provided a master class in how to energize a perennial bestseller and simultaneously ride
the wave of emerging product trends. Surf Infusion combined the sea salt-infused formula of Bb’s Surf Spray with a cocktail of tropical oils such as coconut, mango seed and passion fruit to soften and condition. The result produced soft, beachy waves—a concept that pumped up both landlubbers and oceanistas alike.

SKIN CARE
Givenchy Le Soin Noir Masque Dentelle
Many talk about combining the runway with retail but Givenchy actually achieved it this year with Le Soin Noir Masque Dentelle. Call
it the most luxe sheet mask ever: Inspired by house designer Riccardo Tisci’s use of facial embellishments on the runway, Givenchy’s product developers created a black lace floral face mask that comes individually packaged with a serum containing black algae sap and oat and kigelia extracts. Such chicness doesn’t come cheap, of course — the selling price is $330 for four masks—but the point of difference the mask brought to retailers and Givenchy alike was priceless.

FRAGRANCE
Burberry My Burberry Eau de Toilette
To the risk-taker go the rewards. Burberry raised some industry eyebrows when it took its fragrance and beauty license in- house two years ago.

But the results are proving the naysayers wrong. Beauty revenues rose 4 percent in the first half of2015,ontopofa26 percent increase in 2014, to about $285 million at current exchange. Key to its success: My Burberry fragrance, of which the eau de toilette version launched in the spring with characteristic buzz and an attention to detail that carried all the way through to the counter experience.

MAKEUP
Temptu Air
Call it the ultimate tool for the selfie era: Six years after launching a professional-only airbrush machine, Temptu introduced a consumer-friendly version in August. Sleek, compact and super-light (it weighs less than a pound), Temptu Air is also super simple
to use: slip a pod into the handle, be it foundation, bronzer or blush, choose a setting and—voilà— picture-perfect skin in an instant. Retailer and consumer response was equally as fast. “We knew it would be a hit, and it has exceeded all of our expectations,” said David Olsen, vice president of global beauty and grooming at Net-a-porter. “The feedback from customers is that it is convenient and easy to use—some even say life- changing.”

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