At-Home Derm Lines Fill Skin Care Void
While beauty’s makeup mainstays battled with newbies in the cosmetics aisle, a major shelf shuffle appeared to be brewing in skin care. With consumers proving they like to buy upscale skin treatments at drugstore and mass doors, a bevy of introductions emerged at Marketplace.
Neutrogena’s George Shumny, vice president of sales, said high-performance skin care is what’s driving the category’s sales, specifically products offering at-home derm procedures.
“Consumers are seeing they can get the efficacy at home at a huge value.”
Angela Aguiar, senior category manager for Brook Eckerd Pharmacy, commented that while the at-home kits do take up more shelf space, consumers continue to embrace them as a viable alternative to pricy cosmetic procedures.
Neutrogena’s Acne Mark Fading Peel and Microdermabrasion Kit (which includes mass’ first handheld microdermabrasion device) are leading in sales. This month the company will launch three items within its Healthy Skin Intensives line, including an eye product, a night cream and a wrinkle serum. Three items within Deep Clean Invigorating hit stores this month, too: a mask, a foaming cleanser and foaming cushions.
Seeking to fill the same market void in skin care as it does in color, Markwins has a new skin care line under the Wet ‘n’ Wild logo that is set to ship in August. There’s a collection for the general market and one for acne sufferers. To encourage trial, Wet ‘n’ Wild is also launching a starter kit of select skin care products for $5.99.
SPA Sciences is launching a new Acne Microdermabrasion kit and a new Cellulite Buster, both of which feature devices with a regimen of specially created formulas. Alpha Hydrox is launching four new products, an AHA Souffle, a Sheer Silk Moisturizer, a Nourishing Cleanser, and an Intensive AHA Revitalizing Peel, which contains 14 percent glycolic acid, an industry first.
Physicians Formula will leverage its healing heritage (the brand was created by Dr. Frank Crandall in 1937) for the introduction of a skin care line next year. Along the cosmetics wall, Physicians Formula’s problem/solution approach helped push overall sales up 40 percent year-to-date, according to the company. Looking to duplicate that success in a neighboring aisle, retailers began asking for a skin care line, said Ingrid Jackel-Marken, senior vice president, marketing for Physicians Formula. Marken would not disclose details, but said the line, which will be sold in the skin care aisle, will be a “major introduction.”
— Andrea Nagel, Molly Prior and Faye Brookman
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Teenagers Dish on Ways to Improve Mass Market Beauty
In what has become a tradition at NACDS Marketplace, Teen People magazine recruited a group of local Trendspotters — the magazine’s national network of feedback-spilling readers — to comb the showroom floor in search of the hottest products. After two days of booth visits, the teens whittled their list of favorites down to one winner for each of the 11 Hot Pick product categories. Beauty award winners included Lotta Luv (hottest packaging and booth display), Almay Nearly Naked (product delivery), Dessert Treats by Jessica Simpson (product innovation), L’Oreal (tied for booth display), Almay Intense I-Color (cosmetics product), Scunci No Slip Grip (hair care), Neutrogena (skin care), Clean & Clear Morning Burst (daily hygiene) and Caboodles (general merchandise).
Teen People also hosted a panel where the New Orleans Trendspotters — four girls ranging in age from 18 to 20 — sounded off on how retailers and suppliers can best tap into their interests and their spending power. Teen People research indicates that teens spend an average of $48.80 on beauty products a month — frequenting mass merchandisers 4.8 times per month and drugstores 2.7 times. The teens on the panel said they are always on the lookout for free samples (in-store and via direct mail), coupons, in-store testers, beauty experts or cosmeticians and promotions, like buy one, get one free.
The teens also said retailers ought to create a loyalty card specifically for them and track what teens are buying, and then tailor their marketing messages accordingly. “Teens want to be strategically advertised to,” said Alex Haddad, Teen People’s Trendspotter marketing coordinator.
The Trendspotters even suggested that retailers create a (gasp) teen section — something many retailers had tried several years ago, and abandoned after sales failed to materialize. “I’m usually in a rush,” said Trendspotter Jessica Smith, adding that it’s a lot easier to have teen-targeted items in one area. “If I can’t find something it’s discouraging.”
Smith, along with the other teens on the panel, acknowledged a weakness for impulse shopping. “If I have a little cash, I’m going to spend it,” confessed Smith. “It burns a hole in my pocket.” A few Trendspotters said they head to department stores to buy foundation, but hunt through mass stores for color cosmetics. They all said they will splurge on fragrance and head to specialty stores and department stores for signature scents, naming Chanel, Burberry and Anna Sui as favorites. While when choosing a fragrance, brand is paramount, the teens said they are not loyal to makeup brands. Even so, they named Jane, Rimmel, Burt’s Bees and Neutrogena as go-to beauty brands.