By  on July 25, 2014

Products to hold things up are keeping mass-market beauty sales from going down.

With color cosmetics sales in a slump, retailers such as Ulta Beauty, Walgreens, Wal-Mart and CVS are finding additional traffic and profits from an emerging category — style essentials. Retailers estimate that while traditional color cosmetics sales are down slightly, style essentials are expanding 20 percent per year.

The category leader, Hollywood Fashion Secrets, just launched a digital campaign to help expand the awareness of the category, using newly signed ambassador Stacy London. There are three sets of ads running as banners on elle.com, instyle.com and shape.com as well as Facebook. As part of the collaboration with Ulta Beauty, the ads drive viewers to a Hollywood Fashion Secrets microsite with a store locator for Ulta stores.

While many women associate the category with fashion tape, the highlighted products in the campaign show the scope of the brand. The company has more than 30 items encompassing everything from sweater savers and deodorant removing sponges to bra converter clips. From a beauty solution standpoint, there are also eye makeup and nail polish corrector swabs, perfume atomizers and oil blotting tissues.

London will also make in-store events at Ulta stores and appear in online videos. She told WWD she sees untapped potential in the tools to avoid wardrobe malfunctions. “Just as makeup requires brushes, tweezers, etc., wardrobe and beauty required a wider selection and these helpful tools enable us all to perfect one’s look.” London said her favorite item is the deodorant sponge. “I absentmindedly put on deodorant and then a dark top or dress just to see the deodorant on the garment I’ve just put on,” she explained.

Jane Dailey, president and cofounder of Hollywood Fashion Secrets, said her company has created a whole new category bringing add-on sales to retailers. “We are a brand that ‘gets’ women and solves problems,” she said, adding she’s doing a deep dive into consumer research to uncover new opportunities. One such result is a purse-size collection of some of the most popular tools, including pre-filled swabs and lint removing sheets.

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