Beauty brands are blurring the lines between primers and BB creams. A spate of so-called “blur” creams, which claim to make lines and wrinkles less visible instantly, are launching this spring from both mass and prestige brands. The trend reflects the increasingly “itemized” nature of prestige skin care, as products outside of the antiaging category continue to gather steam. According to The NPD Group, the “other face” segment represented $136 million in sales in 2013, a 62 percent increase compared to 2012.
This story first appeared in the May 9, 2014 issue of WWD. Subscribe Today.