Growing facial hair: Q&A with Universal Beauty Products’ Howard Brauner
With the growing popularity of beards among men, Universal Beauty Products is launching an all-natural line called Beard Guyz. Drug Store News recently caught up with Universal Beauty Products' Howard Brauner to talk about the new line and opportunities in male facial hair.
DSN: Tell us about the new line of beard/shaving products?
Howard Brauner: Universal Beauty Products is introducing a line of all-natural personal care products for men with facial hair — Beard Guyz. This line has been formulated with top-shelf ingredients: organic oils for moisturizing and natural butters for softening. All formulated ingredients are natural. The Beard Guyz products include:
- Beard Wash 35
- Deep Conditioner 25
- Beard Balm 25 for Fine/Medium Hair
- Beard Balm 25 for Coarse Hair
- Beard Oil 25.
(The number in the name relates to the number of active ingredients found in the product. For example, Beard Oil 25 is a blend of 25 organic and natural oils for skin and hair.)
DSN: What trends in grooming support this launch?
Brauner: The number of men with beards has been climbing year-over-year, with 17% annual growth since 2008. Currently 27% of all men are estimated* to have facial hair. At the same time, shaving products sales have declined, which independently confirms the trend.
Put simply: more and more men are growing beards. Beard Guyz satisfies the un-met market need for a quality line of beard care products.
DSN: How do you plan on supporting this launch?
Brauner: The Beard Guyz launch is supported by a fully integrated marketing program that includes: advertising in national magazines, online media, social media, event marketing, engagement marketing, product sampling and public relations.
DSN: What is the retailers’ opportunity?
Brauner: Beard Guyz gives the retailers a unique opportunity to provide a non-competitive product, while satisfying an unserved consumer need. Beard Guyz provides a high profit margin in a category where the margin is currently low. The steady decline in razor sales has caused a ripple effect for shaving preps. Now the retailer can replace lower-margin slow-sellers with a new product that provides higher penny profits.
* All grooming and demographic numbers are from Experian research.
Remington straightener earns Allure honor
MIDDLETON, Wisc. — Remington announced this week that it had been awarded one of Allure magazine’s Best of Beauty Breakthrough Awards. The Spectrum Brands division’s TIStudio PROtect hair straightener was the only hair care product on the list of 13 winners.
The straightener mists hair with water immediately before the heating plates are pressed together, which is aimed at reducing damage caused by straightening hair and reducing the amount of frizz, giving TISTudio PROtect users 90% more frizz control than other Remington straighteners, the company said.
“The exclusive technology we developed for the T|Studio PROtect Straightener alleviates a major consumer concern within the market – users no longer have to choose between heat styling and their hair health,” division VP personal care marketing Devon Smiddy said. “Remington is extremely proud to be acknowledged as an innovator with this launch.”
The straightener is available at Target, Walmart and Ulta, and online at Amazon.com, Target.com and Walmart.com.
ECRM announces European Beauty, Personal & Health Care week events
SOLON, Ohio — Efficient Collaborative Retail Marketing (ECRM) has announced the lineup of events for its European Beauty, Personal & Health Care week. The events will be held at the Intercontinental Carlton in Cannes, France and will see global retailers and distributors meeting with suppliers in the beauty, prestige beauty, personal care, health care and VMS categories.
“The 20-minute meeting platform is much more efficient than any kind trade fair event, which enables us to recognize and implement business opportunity much faster,” Matic Zupanc, international brand manager for health, diet and beauty at Studio Moderna, said. “It is a great networking platform and brings together suppliers, buyers and distributers in once place to facilitate further business development.”
Among those planning to attend are Marionnaud Lafayette, Boots, Sephora, Clicks, Amazon.co.uk, Magni and Marks & Spencer, as well as distributors from 25 countries, ECRM said.
The week will also feature a presentations on social media and the beauty category from 30-year industry veteran and Brand Chorus partner Brad Nix, as well as a presentation from Women’s Marketing EVP global strategy Rich Zeldes about emerging consumer and marketing trends in print, digital and mobile media.
The European Beauty & Personal Care events will be Feb. 7-10, 2016; European Prestige Beauty Care events will be held from Feb 8-9, 2016; and European Health Care, Vitamin, Diet & Nutrition events will be from Feb. 9-11, 2016.