Consumers seek high-quality beauty products that boost confidence
NEW YORK Beauty shoppers are more receptive to advertisements that appeal to their confidence, rather than their insecurities, and offer free samples, according to new research from the About Group, which is part of The New York Times Co.
About.com’s “2010 Beauty Study,” conducted online in August, also found that beauty products are considered a necessity, with more than two-thirds of respondents stating that they are willing to buy products even while watching their budgets.
“We see a significant number of intent-driven consumers willing to pay higher prices for quality, brand products that satisfy specific beauty needs,” stated Evan Minskoff, VP marketing for the About Group, which comprises the websites About.com, ConsumerSearch.com, UCompareHealthCare.com and CalorieCount.com. “This presents brands with the opportunity to truly engage this audience by emphasizing the relevance of their products to consumers’ core beauty goals.”
The study found that consumers prefer ads that appeal to their confidence and present brand and product benefits in an informative, intelligent way. They also are receptive to ads that stress quality over price. The most compelling ads offer free samples or trials (cosmetics, 71%; skin care, 64%), printable coupons (cosmetics, 58%; skin care, 56%) and product information (cosmetics, 49%; skin care, 44%).
The data also revealed that more than 50% of consumers prefer well-established brands because they believe these products are more reliable and are perceived to have higher value. Consumers prefer well-established brands versus generic for cosmetics (73%), skin care products (72%) and hair care products (67%).
In addition, consumers indicated that they use beauty products for the following reasons:
- 69% use beauty products to make sure hair and skin always stays healthy;
- 67% use beauty products to help solve specific skin and hair problems/concerns;
- 59% use beauty products to maintain a certain look/style;
- 55% use beauty products to look the best for their age;
- 70% believe that looking their best will make them more successful;
- 63% believe that looking their best will make them more desirable; and
- 75% say when they look good on the outside, they feel good on the inside.
Energizer to acquire American Safety Razor
ST. LOUIS Energizer Holdings emerged as the winning bidder for American Safety Razor in bankruptcy court proceedings, inking a deal to buy substantially all of ASR’s assets for $301 million in cash and the assumption of certain liabilities.
The acquisition is subject to regulatory approval. Energizer is the parent company of Schick Wilkinson Sword, the second-largest manufacturer and marketer of men’s and women’s wet-shave products in the world.
With more than 135 years of experience, ASR is the fourth-largest manufacturer and distributor of wet-shave products, and is a supplier of private-label razors and blades. Its value-priced products are sold throughout the world to mass merchandisers, drug stores and supermarkets under store brand names, as well as under ASR’s brands, including Magnum, X5, Matrix 3, Mystique and Personna.
According to Ward Klein, CEO of Energizer, the addition of ASR’s foothold in the private-label wet-shave business “provides an important strategic fit and opportunity for the Energizer personal care business.” Energizer plans to maintain and further strengthen ASR’s private-label business.
‘Bieber Fever’ hits beauty aisle
NEW YORK Nicole by OPI has teamed up with 16-year-old singing sensation Justin Bieber to introduce the One Less Lonely Girl collection of nail polish.
Inspired by the superstar’s hit songs and persona, the collection will launch with six new Nicole by OPI nail lacquer shades available exclusively at Walmart beginning in December. Subsequently, Nicole by OPI will unveil eight more nail lacquer shades for the One Less Lonely Girl collection, available beginning in January 2011 at Walmart and in February 2011 at select Target, Sears and Ulta stores, as well as other retail locations.
The first six new Nicole by OPI nail lacquers in the One Less Lonely Girl collection include:
- One Less Lonely Glitter: A pale purple;
- Prized Possession Purple: A vibrant grape;
- Give Me the First Dance: A sexy silver;
- Me + Blue: A metallic deep blue;
- OMB!: A metallic red; and
- Step 2 the Beat of My Heart: A heart-filled hue.