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Beauty Roundup: February 11, 2011

The ECRM Cosmetics, Fragrance and Bath show was held last week and those in attendance agreed the mood was brighter than it had been in the past three years.

ECRM Notebook

The ECRM Cosmetics, Fragrance and Bath show was held last week in Atlanta and those in attendance agreed the mood was brighter than it had been in the past three years. Attendance was estimated as about the same as last year’s show, but those who came were there with bigger buying budgets.

“Buyers seemed ready to buy again. They aren’t left with as much inventory,” said Mitch Takefman, vice president health and beauty for the Karmin Group. Keeping with a theme also shown by Wal-Mart’s GeoGirl, there were many products with names inspired by the internet.

His firm introduced FML which he said stands for “For My Life,” (although my 16-year old daughter has another take on that!). FML will launch in the third quarter and it got a great deal of play at the show. “People spend a huge amount of time involved in social media. They spend more time on Facebook or the computer than watching TV or playing video games and we wanted to take advantage of that,” said Takefman. Not surprisingly, there will be a viral campaign behind the products which include cosmetics and body items.

One clever item, a buyer said, was a mirror that opens and lights up to look like a makeup mirror. Other notable introductions at the show included new eyelash entries, novelty gift sets and more natural items. Retailers and suppliers agreed the ECRM format continues to be useful in bringing buyers and sellers together in 20 minute meetings that can help make subsequent headquarters gatherings more efficient. There was a definite move to make beauty more of a giftable product category, especially for seasons such as back to school with more items designed for girls heading to dorms.

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A few drawbacks — some heavy hitters were missing (some Canadian chains didn’t make it along with Kmart and CVS) and some attendees raced out early because of weather across the country. But for the most part, the mood was upbeat and the meeting was a great way for suppliers, especially smaller resources, to get in front of buyers.

The positive vibes from ECRM continue with promising news from all fronts on the mass cosmetics business and hopes that 2011 will turn things around. Major suppliers are reporting gains of at least 4 percent in shipping and retailers are even seeing higher sales gains in the beauty department.

People, Place and Things

A few words with plus-size model Emme and how she takes care of her skin. Emme has launched a new Web site called emmenation.com. One major push is skin care from within.

WWDBeautyNews: What is your skin care regimen?
Emme: Like many women, I used a reflector when I was younger to maximize the sun. I grew up in Saudi Arabia and used to put on iodine and baby oil. Now I realize the damage in fine lines. I also started needing corrective eyewear and that directed me to lutein and how it is sunglasses for inside your skin. Spinach, kale and other green leafy vegetables are good sources of lutein. However, the newest clinical research shows that you should get at least 10 mg of lutein daily to protect your eyes and skin and keep them healthy. If you’re like most Americans, your daily diet only provides 1-2 mg, suggesting most people need to supplement their diet to bridge the gap. I have partnered with FloraGLO brand lutein, an ingredient in many vitamins, as well as functional foods and beverages to promote my skin health.

WWDBeautyNews: So how are you taking it?
Emme: I start my day by taking an eye vitamin with FloraGLO Lutein to make sure I keep my eyes functioning at their best and I also see improvements in my skin. Most Americans are concerned with premature aging. Our desire for healthy, younger-looking skin is greater than ever because our outer appearance is a reflection of our inner health and we all want to feel good and look young.

What’s In Store

Method and Mickey: Method products have made a big mark in personal care with soaps and lotions. Now Method has teamed with Disney Consumer Products to launch a naturally derived, biodegradable foaming hand wash in the familiar mouse-ear packaging. Two variants are available: Mickey Mouse (lemonade scented) and Minnie Mouse (strawberry fizz scented).

Jennifer Lopez and Venus: Jennifer Lopez is making a mark on American Idol, but she’s also the new global ambassador for Procter & Gamble’s Gillette brand, becoming the first-ever “Venus Goddess.” Lopez will star in all elements of brand’s 2011 holistic marketing campaign, supporting the total brand portfolio, that includes TV and print advertising, public relations, digital, social media and in-store communications. The campaign also includes Lopez’s exclusive remake of the iconic Venus song, plus the launch of a new philanthropic effort dedicated to empowering women through education: the Venus Goddess Fund for Education.