Consumers swipe on new products with added benefits
What is the product that many beauty enthusiasts would choose as their top pick if they could choose only one beauty product to wear? Congratulations if you guessed mascara.
Market research company Lab42 conducted in May a study among 400 millennial women, ages 18 years to 34 years, to reveal all things beauty. Among the findings: Mascara was the No. 1 product they would wear every day if they could choose one.
So what do women want in their mascara? According to a report by The NPD Group, which tracks prestige beauty, thickening/volume and lengthening are the most important mascara benefits. Anti-clumping follows closely, with 56% of mascara users rating the benefit as important. Defining — meaning, separates lashes — and waterproof or water-resistant round out the top five mascara benefits in terms of importance among women overall.
Looking to bring the latest innovations to market, beauty manufacturers are far from resting on their laurels. In early 2013, L’Oréal Paris debuted the look of lash extensions in a tube with the launch of its Telescopic Shocking Extensions Mascara. Now, the beauty brand has introduced a new Carbon Black shade offering for an even more dramatic look. In addition, L’Oréal Paris just introduced its new Voluminous Million Lashes Excess Mascara, which it positions as Voluminous Million Lashes "with a kick." This new mascara features the same Clean Sweep Wiping System as Million Lashes but has a bigger brush to deliver maximum lash separation in one coat.
LashDip, a semipermanent lash enhancement line that uses gel-based coating for lush lashes, has announced the launch of its first retail line. It is not a lash extension or a strip; rather it is a weightless, gel-based coating that delivers all the perks of mascara but lasts for weeks. The easy-on, easy-off formula, which is available in five different colors, is designed for use over professional LashDip application, naked lashes or LashDip’s strip lashes.
And earlier this year, Revlon introduced its new Lash Potion, which is infused with strengthening proteins to give lashes volume and length. It also features an "illusionist wand" with wide grooves to coat lashes and triple brushes to comb through for clump-free length in one swipe.
CC creams follow alphabet cream craze
As expected, the BB cream trend that took the beauty industry by storm in 2012 is giving way to a new player in the world of alphabet creams. Enter CC creams.
CC creams, or "color control" creams, already have been getting some buzz within the beauty industry, and now these creams are increasingly popping up on mass market shelves.
Procter & Gamble began shipping in December its Olay Total Effect CC, or Color Correction, Cream. Total Effect CC Cream fights the seven signs of aging to correct fine lines, wrinkles and age spots, and covers to provide a flawless complexion.
Hard Candy, whose products are sold exclusively at Walmart, announced earlier this year the launch of its CC Créme.
As anticipated, Lumene entered the segment with a CC cream under its Time Freeze line. The 6-in-1 foundation is light and designed to spread evenly, following all contours of the skin and smoothing out uneven skin color and redness. The result: semi-matte, flawless and even-looking skin.
More recently, L′Oréal Paris and Almay jumped aboard the CC Cream bandwagon.
Positioned as the next generation of multi-tasking beauty — color and tone correction in one multi-action makeup — is L′Oréal Paris’ new Visible Lift Color & Correct Cream. Ideal for mature skin, the new Visible Lift CC cream contains sheer color capsules to correct and even skin tone for a brighter complexion. It also features vitamin C and calcium for antioxidant protection.
Like a BB Cream, Almay’s new Smart Shade CC Cream combines the benefits of skin care and makeup, but works even harder to color correct. According to Almay, in as little as two weeks, users reported improvements in clarity, texture and brightness of their bare skin. It also helps prevent future damage with broad-spectrum SPF 35 protection.
Sales fueled by link between healthy mouth, overall health
The oral care market is expected to grow modestly in the coming years. According to Mintel’s May 2013 U.S. oral care report, total U.S. retail sales for the oral care market reached $6.3 billion in 2012. Looking ahead, the market is expected to experience modest growth — about 2% annually — with sales reaching $7.1 billion in 2017.
The good news is that there may be opportunities for retailers and suppliers to promote increased usage of products like mouthwash, dental floss, dental tools and power toothbrushes.
One way to do this, Mintel suggested, is greater communication around the link between oral heath and overall health, as this could be a major selling point for marketers to help fuel sales of oral care products and encourage consumers to widen their product repertoires.
"The floss/accessories/tools segment grew by 19% from 2007 to 2012, the strongest growth experienced by any product segment in that same time period. This segment could grow further if marketers employed ads that highlight the link between oral bacteria and the potential for infection in other areas of the body," Mintel stated.
Another growth driver is greater integration of such functional benefits as repairing teeth and gums, as well as cosmetic benefits.
Mintel’s research found that daily repair of teeth and gums are among the attributes that oral care users are most interested in seeing in their toothpaste. Mouthwash users also expressed an interest in mouthwash offerings that help with the daily repair of teeth and gums. However, mouthwash users expressed a stronger interest (42% versus 33%) in products that have cold/flu-fighting capabilities.