BEAUTY CARE

Convenience, innovation drive category

BY Antoinette Alexander

The skin care device market is brimming with opportunities as usage remains low but interest is quickly growing. And now new research further supports that claim.

(Click here to read the full Category Review.)

According to new research from Mintel, women in search of convenience and the promise of professional results are taking a closer look at the skin care device market, which continues to be dominated by cleansing brushes.

The research comes on the heels of a report by Kline and Co., which found that at-home devices continue to heat up, increasingly globally by nearly 14% in 2014.

So, who is using such devices? According to Mintel, they tend to be younger. This is especially true for cleansing brushes, which are most popular among U.S. women ages 18 years to 24 years, due to several factors including skin needs (i.e., oily, more acne prone) and a general tendency to be more engaged in the beauty category. Household income is a significant category driver, with those in the $75,000 and more group reporting above average usage of skin care devices.

It should be noted, however, that skin care devices have a broader audience among women who are interested in trying out new products, suggesting that the device market has room to grow. Women ages 18 years to 54 years reported similar levels of interest for most devices, though interest does skew significantly younger for skin massagers and airbrush makeup applicators, according to Mintel.

Outside of replacement (49%), beauty device users are motivated to purchase new devices by a variety of factors including special offers (28%), reviews (28%) and family/friend recommendations (26%). When asked what the top reasons for purchasing a beauty care device were, 36% of U.S. women referenced trying a product out and liking the results, while 30% were impressed with product results on someone they know.

There’s good news for mass merchandisers. While women are seeking information from a variety of sources, the in-store experience also remains important. And, regardless of product type, skin care device shoppers are most likely to cite mass merchandisers as their top destination for beauty devices (55%) likely due to their accessibility, affordability and convenience. Online retailers are also a popular choice for 35% of beauty product shoppers, while 13% prefer to browse beauty products online and buy in-store, Mintel stated.

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Exuviance nurtures skin with purifying clay masque

BY Antoinette Alexander

NEW YORK — Beauty mavens looking to pamper, purify and detoxify oily, acne-prone skin may find the answer in the Exuviance Purifying Clay Masque.

(Click here to read the full Category Review.)

This cooling and detoxifying facial treatment masque, available at Ulta Beauty and online at Exuviance.com, utilizes a balancing clay formula to draw out impurities, clean skin and refine pores for a clearer, brighter and smoother complexion.

A blend of polyhydroxy acids, including gluconolactone and lactobionic acid, help support and hydrate skin, while pro-vitamins A, C and E provide antioxidant protection and conditioning benefits. Additional ingredients include kaolin to absorb surface oils, papaya extract for gentle exfoliation, green tea leaf for antioxidant benefits and honey extract to help the skin rehydrate.

The Exuviance Purifying Clay Masque, priced at $42, is slated for a relaunch/facelift this year.

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Facial oils, masks increase in popularity

BY Antoinette Alexander

Move over serums, oils and clay are the hot skin care textures within beauty, according to global information company The NPD Group.

(Click here to read the full Category Review.)

“The growth in oils and clay/mud comes on the heels of the shift to more primary facial care products we first began watching about five years ago. While corrective anti-aging treatments are still an important part of the facial skin care market, the consumer is increasingly recognizing that there are other vehicles that provide great looking skin,” said Karen Grant, global beauty industry analyst at The NPD Group. “With innovative new applications of age-old beauty secrets, consumers are discovering the noteworthy benefits of products that soothe and nurture the skin, as well as address environmental aggressors, a primary source of aging.”

According to NPD, dollar sales of skin care oils have more than tripled over the past five years, while clay/mud has more than quadrupled within the prestige beauty market.

Sales of prestige skin care oils reached $58.5 million and grew 22% in the 12 months ended April 2015, while clay/mud grew a hefty 53% to $27.9 million.

Oil is most prominent as a facial skin care moisturizer, though recently it has experienced the greatest lift within facial cleansers, NPD noted, while clay/mud is most common among facial skin care treatment masks.

New York and Los Angeles, which are the largest prestige beauty markets based on dollar sales, are the regional growth drivers for these formats; however, smaller markets like Florida and Texas are also fueling sales. When it comes to skin care oils, a similar trend is hitting Europe, particularly France, Italy, Spain and the United Kingdom.

“The popularity across continents of mud and, particularly, oils demonstrates just how important this trend is for newer skin care formats. For more than a decade, all the news in skin care was about serums and the technology,” added Grant. “The success and increasingly global footprint of the brands offering oil and mud products is telling us to also look for solutions from less traditional sources.”

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