The mass market’s power beauty players — Johnson & Johnson, Coty and Alberto Culver — expect their star brands to heat up sales with several key launches planned for 2011: Neutrogena Naturals, Sally Hansen Nail Strips and Nexxus ProMend, respectively.
Making a play for the naturals market is Neutrogena, which said that despite the category’s existence in drugstores for more than 10 years, an opportunity exists in targeting the consumer who isn’t pleased with what’s on shelves.
Company research showed that “only 37 percent of consumers believe that beauty products containing natural ingredients are as effective as nonnatural products,” said Susan Sweet, general manager of Neutrogena Corp.
Neutrogena Naturals, hitting shelves in January, includes a pore scrub, a face and body bar, a face cleanser, a makeup remover and a lip balm — and is Neutrogena’s first new platform in 10 years. Items have been formulated to be between 86 percent and 100 percent natural, with “a small percentage” of synthetics in formulas — however it is free of sulfates, parabens, petrochemicals, dyes and phthalates. The line, which uses packaging made from 50 percent postconsumer recycled content, looks to take advantage of some of the weaknesses presented by the category’s smaller brands, namely availability, as many natural brands have a tight distribution; price, as Naturals is priced at $8 and below, and brand stability, as many of the niche brands in the category find it tough to compete at retail.
While sales of facial-cleansing products only nudged up 2.7 percent for the most recent 52-week period ended Oct. 3, according to SymphonyIRI Group, a Chicago-based market research firm, other categories, such as nail polish, are enjoying some of the most vibrant sales growth in recent years. According to The Nielsen Co., dollar sales for nail polish in food, drug and mass doors including Wal-Mart rose 5.3 percent for the 52-week period ended Oct. 30, to almost $140.8 million. Sally Hansen — the number-one selling brand — outpaces that growth. But to stay on top against new, edgy competitors, the company eyed salon trends seeking a look that consumers could duplicate at home. The result: Sally Hansen Salon Effects Real Nail Polish Strips.
Salon Effects are strips imbedded with actual nail polish. They can be applied at home (or even taken to the salon for application). The process is relatively simple, involving peeling off a protective shield, fitting the nail and then filing. Salon Effects mimics the end result of salon nail-color application. Minx, which has been made popular by countless celebrities such as Lady Gaga and Beyoncé, requires heat to set the look, can cost upward of $50 per application and can be a lengthy process.
“Minx is very big, and we’ve found a way to allow women to do it at home for much less,” said Annette Devita, vice president of marketing for the Sally Hansen Group. “We looked at how we can translate Minx at home.”
The strips are DBP-, toluene- and formaldehyde-free and last 10 days. The designs are fashionable and include shiny neon, high-shine metallic and patterns. The pricing is $9.99, and the product hits shelves in March. Each kit contains 16 nail-polish strips, a cuticle stick, a mini file-buffer and instructions. The extra strips allow for consumers to experiment with the size and allow for mistakes; the strips are odorless and don’t need to dry. While the nail industry has tried many gimmicks to build upon traditional nail-polish sales, such as nail pens and stickers, Devita believes this is a true breakthrough that will create a whole new category within nail color. Salon Effects will be launched via prepack counter displays and will be part of the upcoming Sally Hansen advertising campaign, as well.
Company officials believe the strips could generate as much in sales as a new color cosmetics launch. In drugstores alone, Sally Hansen and NYC colors ring up in excess of $102 million, according to SymphonyIRI, and combined the brands are expanding more than 36 percent.
Another category that thrives on innovation, hair care has seen most brands focusing on taming frizz or preserving color. But the folks at Nexxus have lasered in on addressing one of the category’s mainstay problems: split ends. ProMend, which is being positioned as the biggest launch — from a research and development standpoint — in Nexxus’ history, and the biggest tech advancement from Alberto Culver for the year, is being billed as the first-to-market split-end technology. According to Michael Wright at Nexxus, ProMend, which consists of a shampoo, conditioner, several treatment items and a styling mist that protects hair from thermal damage, binds 92 percent of damaged ends back together in just one use. The technology in ProMend that makes split ends mend, according to Wright, is a complex of positively and negatively charged polymers, which first stick to negatively charged hair and then stick to each other to help bind ends back together.
The hero item in the line, Targeted Leave-in Treatment Créme, is said to bind 92 percent of damaged ends back together in just one use, while the conditioner binds 86 percent of split ends back together in just three washes.
ProMend is available in mass stores beginning in January and will sell for between $9.99 and $14.99.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)