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Body sprays, scents refresh fragrances

BY DSN STAFF

Holiday 2015 further illustrated the challenges that mass retailers face in trying to revive the fragrance business. A survey of top retailers found scents sold “OK,” but required a great deal of promotion.

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Compounding that was the race among retailers to tempt shoppers with the best percentage-off deals. Several teamed up their offers with special discounts for loyalty club members. Walgreens, for example, offered a buy-one/get-one deal on designer scents, such as Curve, with its card.

Exacerbating the issue was the lack of many new fragrances available to drug and discount chains. Two big launches, Ari by Ariana Grande and Gucci Bamboo, are not accessible on a direct basis to mass.

There are bright spots, however. Body sprays and mini designer scents were popular not only during the holidays, but leading up to December, too. With reasonable price points, these two categories appear to be the salvation for mass retailers in the fragrance business.

IRI data for the 52-week period ended Oct. 4, 2015, across multi-outlets revealed that men’s body mists soared 45%, while women’s were up almost 20%. Contrast that to the continuing decline in traditional fragrances, and the picture is clear that this is what the mass shopper wants now. Men’s fragrance was down 2.4%; women’s was off 7.4%.

All seven of the top men’s fragrances showed declines. The only men’s traditional scents with big gains, according to IRI data, are Nautica Blue and Adidas Sports Sensation. The picture in women’s is also bleak with the exception of fairly new to mass entries, such as Our Moment One Direction (up over 400%) and Killer Queen by Katy Perry (soaring 800%).

Interestingly, private-label scents are another growth area with sales rising 200%. These are custom fragrances, such as Walgreens InStyle or CVS’ Perfect Scents, which are versions of prestige fragrances at good values.

The body sprays boom is welcomed at mass top women’s brands, according to IRI, include Body Fantasies Signature, Bodycology, Calgon and Axe Anarchy. In men’s, the top four are dominated by Axe entries. But Old Spice is catching fire with sales gains exceeding 200%.

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Revlon’s ‘Love is On’ sparks lipstick sales

BY DSN STAFF

In November 2014, Revlon president and CEO Lorenzo Delpani flipped the switch on a digital billboard in Times Square, igniting a new Revlon image under the logo, Love Is On. Delpani discovered the word love in Revlon, and that mantra now permeates everything the beauty firm touches.

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Consumers showed their love for Revlon’s lip products with sales of Revlon lipsticks — it is the leading brand in mass lipstick — jumping more than 15% during the 52-week period ended Nov. 1, 2015, according to IRI. And, Revlon Colorburst lipstick registered gains exceeding 300%. The campaign appears to resonate with shoppers. Revlon recently reversed sales declines with gains in its consumer segment of 6%.

Love Is On isn’t only about cash in the register — there’s a philanthropic aspect, too. The Revlon Love Is On Million Dollar Challenge has donated more than $4.1 million to numerous charities. The challenge is an online fundraising competition created to help organizations dedicated to women’s health issues.

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Lip treatments, plumpers inflate sales

BY DSN STAFF

Brace yourselves. If the recent success of Kylie Jenner’s Lip Kit is any indication, 2016 could be the year of the lip. Jenner’s online launch of her kit, designed to help achieve her luscious lip look, sold out within an hour. The rush for full lips is expected to invite many mass market contenders offering a similar look at a reasonable price, and without having to buy a kit on eBay at significantly more than the $29 price tag. One kit recently sold for $1,000 on the auction site.

(Click here to view the full Category Review.)

The quest for plumped up lips comes on the heels of already rosy lip category sales, showing a 12% increase to $830 million, according to IRI data for the 52-week period ended Nov. 1, 2015, in multi-outlets. There’s already been mounting demand in mass doors for lip treatments, a category including many plumper formulas and primers, with category sales up 10%.

While glosses always have an audience, over the past year the category sales growth was driven by liners and lipsticks. Sales in those areas expanded 22% and 15%, respectively. Gloss sales were down 5.6%.

Rimmel, known for its on-trend color, hit the lip trends out of the park this year with sales of its Moisture Renew Lip Liner soaring 254%. Other popular liners included Revlon Colorstay and the hot NYX liner.

Consumers opted for a rich payoff in lipsticks with sales paced by L’Oréal Infallible, Wet n Wild Mega Last, Maybelline Color Sensational Matte and Revlon Colorbust.

While full lips may be the look for 2016, experts predict some new trends in colors. Runways hinted at trends in browns, brick red and even violets setting the pace. And don’t count out glosses. The industry is anxious to see what Markwins has in mind to stir up sales of Bonne Bell. Eos continues to roll on with links to fashion, such as partnerships with Keds. And, Burt’s Bees continues to expand its distribution.

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