ICMAD inks partnership with NSF International
NEW YORK — The Independent Cosmetic Manufacturers and Distributors Association has announced a new partnership with NSF International, which will provide ICMAD members with access to the recently launched NSF Cosmetics and Personal Care Program.
In February, NSF International announced the launch of the program to provide auditing, training, product testing, claim substantiation and certification services to enable manufacturers to improve the quality and safety of their products, and retailers to strengthen the oversight of their cosmetic and personal care suppliers.
“As NSF International enters its 70th year and ICMAD celebrates its 40th anniversary, our two organizations have agreed to cooperate to extend NSF’s scientific and technical expertise in testing, quality management systems, regulatory compliance and training to ICMAD members,” stated Pamela Busiek, president and CEO of ICMAD. “These services will assist our members in achieving access to new export markets in addition to keeping pace with consumer demands for safer cosmetics and personal care products.”
To celebrate the new partnership, NSF is offering ICMAD members assistance with GMP compliance and discounts on GMP courses and training. Other services and support will also be made available to ICMAD members at discounted pricing.
Brands boost body razor offerings
Shaving trends among men — or rather the lack thereof — has shaken up the razor segment a bit as more men are opting to sport facial hair, but manufacturers remain optimistic as they churn out new innovations and see a decline of “loaded pantries” on the horizon.
(For the full category review, including sales data, click here.)
“The big news for us was the razor and blade deflation, and declines that we saw for the quarter are much more than we expected. … Our assessment on razors and blades right now is there’s loaded pantries. The discounting to get those loaded pantries is abating,” Energizer Holdings’ CEO Ward Klein told analysts during the company’s first-quarter conference call in late January.
Klein noted that among the launches this year will be the Hydro Groomer, a 4-in-1 shaving tool to groom all areas of the body. Energizer, however, isn’t alone in its efforts.
In February, Procter & Gamble launched its Gillette Body razor, marking the brand’s first razor designed for bodies. According to a recent study conducted by Gillette, 73% of U.S. men have shaved or trimmed some part of their body before, and 84% of men who currently shave at least one body part say they shave it year-round.
Complementary products include the Gillette Body Non-Foaming Shave Gel and Gillette Body 2-in-1 Wash and Shave.
“We’re building out a full line of shave products, of pre- and post-shave products, and we’re expanding grooming products and trimmers to meet the needs of men who are interested in facial hair or grooming their facial hair or grooming more than their faces,” said P&G chairman, president and CEO A.G. Lafley during its
Consumer Analyst Group of New York Conference in late February.
Meanwhile, HYD for Men is celebrating expanded distribution of its Razor Shield, which hit 183 Meijer stores in February. Razor Shield is a shaving companion that helps create a liquid barrier to protect the blades.
Unilever’s Dove has entered the competitive landscape with its new Dove Men+Care Expert Shave range, which marks the brand’s first advanced, three-step shave experience.
Search engines, social media key to unlocking opportunity for beauty brands
The nature of beauty products invokes a highly engaging shopping experience whereby customers are accustomed to touching, feeling, smelling and trying on each product and color to find the best fit. Despite this, beauty brands are making strides in the digital world, and e-commerce continues to be a consistent vehicle for how beauty mavens shop, according to recent research by digital marketing firm PM Digital.
According to PM Digital’s latest “Trend Report: Makeup and Skincare Brands Online,” U.S. beauty sales are expected to reach $81.7 billion by 2017, and online key term searches are bound to play a key factor.
In fact, such search engines as Google drove 38% of clicks to makeup and skin care sites during December 2013, according to the research. Social media (e.g., Facebook and You-Tube) and email services also proved to be important sources for makeup and skin care brands, as each drove about 12% of traffic.
While many beauty brands are working to leverage the web, smaller beauty players are unlocking significant opportunities and, according to the research, are heavily reliant on visits from search. PM Digital states that search accounts for at least 1-out-of-4 visits to every beauty brand, and such smaller sites as New York Color and Bioré get upward of 60% of traffic from search.
Let’s not forget about social media. Making up 12% of traffic to makeup and skin care brand sites, social media is not to be underestimated. What’s also important to note is that Facebook “likes” count, at least according to PM Digital.
The research notes that smaller sites in terms of market share, like Vichy and Laura Mercier, have significant “likes” (Vichy has nearly 3 million and Laura Mercier has nearly 1.4 million) and use their pages to promote sales and deals, as well as engage consumers about collections and new products.
Also accounting for about 12% of web traffic is email. Why? It gives beauty brands the opportunity to reach mobile connected consumers on the go, making it a natural fit in an all-encompassing marketing strategy.
PM Digital states that brands like Avon, La Mer, Es-teé Lauder, L’Occitane and Philosophy all have more than 15% of traffic to their sites come from various email services.
Additional key findings include:
- The top search keywords for makeup and skin care sites fall into three categories: products, concerns and promotion/contest/giveaway searches;
- Generic searches for makeup or skin care products usually result in product listing ads for department or retail beauty stores;
- Searches for branded products often result in PLAs with links to both department stores and the brand’s own sites; and
- Product features and reviews, how-to videos, testimonials, forums and social media continue to be a leading factor in being a trusted perspective.
To view the article with charts, click here.