BEAUTY CARE

Cosmetics shoppers prefer brand names over natural ingredients

BY Antoinette Alexander

CHICAGO Opportunities exist for retailers and manufacturers when it comes to organic and natural products, as many cosmetic shoppers said they believe cosmetics are safe when they are free of “negative” ingredients; however, shoppers still want more education on organic and natural claims to justify paying the higher price, according to a recent study.

The U.S. study by market research firm Kairos Consumers found that consumers buying organic and natural cosmetics admitted they don’t know a great deal about what constitutes an organic or a natural product. When asked what makes a natural or organic product appealing to them, shoppers said safety and the absence of such “negative” ingredients as parabens, dyes and chemicals.

However, consumers do place a great importance on a brand’s reputation, which makes brand familiarity an important influencer. Consumers seem to know and understand conventional cosmetic claims or be more familiar with brand names, so they tend to favor buying them compared with products labeled “organic” or “natural,” according to the study, which included store audits and focus groups.

“Enormous opportunity exists for both manufacturers and retailers with established brands in organics or naturals, as consumers place great importance on familiar names. Smaller, lesser-known brands can also succeed by educating organic shoppers about the effectiveness of organic and natural ingredients, as many consumers in the study indicated a desire for this information,” stated Betsy Hoag, Kairos Consumers co-founder.

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Carmex enters skin care category

BY Antoinette Alexander

MILWAUKEE Carma Labs, the maker of Carmex lip balm products, is expanding beyond lip balm for the first time with the launch of its new skin care product line: Carmex healing lotion and Carmex healing cream.

Carmex skin care products will be available exclusively at all Walgreens locations in the United States and Walgreens.com beginning in August, and through Drugstore.com beginning in September.

"For years customers have asked us to develop a skin care product that works as well as the lip balm," stated Paul Woelbing, president of Carma Labs. "We’re leveraging our 73 years of experience to bring the healing power of Carmex to skin and to give our customers what they’ve been asking for."

The lotion is for everyday use, while the cream is intended for more intensive healing.

Carmex healing lotion features aloe and vitamin E to moisturize, heal and protect skin from dryness. It has a light scent and is formulated for daily use.

Carmex healing cream is a thicker, more concentrated formula that penetrates deep into the skin to repair extremely dry, cracked skin. It features nine concentrated healing and moisturizing ingredients and can be used anywhere on the body. It is particularly effective on areas that typically get very dry, like the hands, feet, elbows and knees.

The suggested retail price for the new Carmex healing lotion and healing cream is $5.99 each.

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Water Pik launches new flosser

BY Antoinette Alexander

FORT COLLINS, Colo. Water Pik, a developer and manufacturer of personal healthcare products, has developed the new Waterpik Water Flosser, which uses pulsating water to clean between teeth and below the gum line.

According to the manufacturer, the University of Amsterdam conducted a clinical study comparing the Waterpik Water Flosser with traditional string floss and the Water Flosser was clinically proven to be twice as effective as traditional floss for improving gum health. In another study recently conducted by the University of Southern California School of Dentistry, the Water Flosser removed 99.9% of plaque from treated areas.

“Our data shows that 80% of Americans don’t floss regularly and 75% have some form of gum disease, so these new clinical research results are extremely relevant, because they show that people finally have an easier and more effective alternative to traditional floss,” stated Jay McCulloch, VP of marketing for oral care products for Water Pik.

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