GMDC announces top products from HBW 2015
COLORADO SPRINGS, Colo. — The Global Marketing Development Center this week announced the 10 products that retailers and wholesalers showed the most interest in at the GMDC 2015 Health Beauty Wellness Marketing Conference.
The products in the HBW Showcase that received the most scans from potential buyers are ranked below
- Drive Medical’s Hurrycane — Drive Medical acquired Hurrycane earlier this year and potential buyers at HBW 2015 took notice of the recognizable mobility aid.
- Dickinson Brands’ Witch Hazel counter displays — Dickinson Brands’ entry this year included two counter displays, one with a yellow label featuring the company’s original Witch Hazel and another with a blue label featuring its first-aid products.
- Lornamead Brands’ Instrumental Beauty floor stand — Skin care devices are a growing part of the category, and the display from Lornamead featured its assortment of devices, from its Advanced Cleansing System to a home pedicure device.
- Brush Buddies’ Shopkins and Pro One toothbrushes — Brush Buddies showcased both its Soniclean Pro One affordable electric toothbrush and its line of products featuring Shopkins characters at HBW 2015.
- Cotton Buds’ “Star Wars” licensed tissues and cotton swabs — Cotton Buds is the most popular of the brands tapping into “the Force” at HBW 2015, featuring well-known “Star Wars” characters ahead of the Dec. 18 release of “Star Wars Episode VII: The Force Awakens.
- Goddess Garden’s Natural Sunscreen display — The 48-piece floor display from Goddess Garden in this year’s showcase featured its natural sunscreen, which taps into a growing demand for products made with natural ingredients.
- Navajo’s Trial and Travel Set — Navaojo’s four-foot assortment of travel- and trial-sized products from best-selling brands puts popular products in one place.
- J.R. Watkins Co.’s bath, body and health lines — J.R. Watkins has been around since the 1860s and is still holding its own in 2015, showcasing its personal care line of products in sleek packages at HBW.
- Dr. Fresh’s “Star Wars” lightsaber display and “Star Wars” ReadyGo toothbrush displays — Also capitalizing on the craze around “Star Wars” was Dr. Fresh, whose lightsaber toothbrush display can be a side wing or a floor stand display with 24 units. Its ReadyGo brush display can also be a floor display or side wing stand.
- M Z Berger’s “Minions” 3-in-1 bodywash/shampoo/conditioner floor display — M Z Berger’s display features the titular characters from this summer’s “Minions” film.
To see which brands were leading the Showcase at HBW a little earlier in the conference, click here.
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What’s Next: Top trends in color cosmetics
Sarah Jindal, Mintel’s senior innovation and insights analyst for beauty and personal care, recently presented during a conference at Makeup in New York on the top trends in color cosmetics. After gathering sales data, conducting surveys and researching beauty trends globally, Mintel has found these to be some of the top trends impacting the cosmetics market.
The makeup/skin care hybrid
American women are taking their cue from Korea and rethinking their approach to beauty by putting skin care first. Instead of caking on the cosmetic products, women are looking for products that can give them a radiant glow and reduce the amount of color cosmetics they need. The “glowing mist” from Korean brands like Tony Moly and Innisfree are a product that is rising in popularity. These sprays are designed to give the skin a dewy, wet look while imparting long term skin care benefits such as anti-aging, sebum control and hydration.
It is also contributing to skin care brands like Perricone MD getting into the color game. Perricone MD has introduced their “No Makeup” range, a series of products that impart a hint of color while delivering skin care benefits.
Cosmetics brands embracing diversity
Women of color have long gotten the short end of the deal when it came to makeup designed for their skin tone — especially with foundation. The market is shifting and now brands that don’t cater to deeper skin tones are behind the curve rather than the norm – particularly with prestige cosmetics. Mexican-Kenyan actress Lupita N’Yongo has been the face of a very successful campaign for Lancome. Mass market brands are starting to catch up as well.
The “selfie-ready” face
“HD makeup” is a beauty buzzword that implies skin that is camera ready at all times. This is achieved through makeup that employs “blurring” technologies and ingredients like silicone – products that give skin a radiant finish and fool the eye by blurring imperfections rather than masking them. It started with primers and is now moving into foundations and other categories. The L’Oreal Skin Perfection range promises “pixel perfect skin”.
The defining factor — brows and contouring
Social media is definitely behind the huge jump in these product categories with an estimated growth of 90% in the number of available products on the market for contouring. Where there may have been a few products available for defining the facial features with brow shaping and contouring in 2013, now the market is saturated with nearly every brand offering some form of contour stick or contour palette as well as a myriad of pomades, gels, pencils and waxes for the brows. Nearly 6% of global eye color cosmetic launches in 2014 were eyebrow products, compared with 3% in 2012.
What’s Next is a weekly feature of Drug Store News, written by consumer beauty blogger Lonni Delane. The goal is to help give beauty merchants the cutting edge they need to stay ahead of the latest and greatest beauty trends.