Innovation, broader reach light up sun care market
There’s no doubt that awareness of the dangers of unprotected sun exposure is growing, but sun protection products, which make up the bulk of the sun care market, still represent one of the few segments in the U.S. beauty and personal care market that has relatively low household penetration, according to research firm Euromonitor International.
The good news is that innovation in the mass-market sun protection segment has helped bolster sales, with sun protection being the only sub-sector to see growth in 2009, with an increase of 2%. Premium sun care products haven’t fared as well, as cash-strapped consumers have been reluctant to pay the higher price points, according to Euromonitor’s U.S. sun care report released in May.
Manufacturers are expected to continue to offer sun protection products that offer additional benefits, such as anti-aging properties and natural ingredients. However, judging by some of the products being promoted at the ECRM Sun Care EPPS in July, manufacturers also may be looking to capture consumer interest groups far beyond the beach.
One such company is Sierra Summits Skin Products, which makes High Altitude Adventure sunscreen, Tahoe Kids Adventure sunscreen and Apres Ultra Lite daily facial moisturizer with SPF 46.
Developed by a board-certified practicing physician assistant with Dermatology Associates of Northern Virginia, the brand was created to capture the lifestyle of the Sierras, an adventure playground for hikers, cyclists and travelers. Sierra Summits works to promote the use of sunscreens during the winter months, as well as the summer, and has suggested that retailers consider offering a “winter set.”
There also is Arnold Palmer sunscreen by DriGrip. In early 2010, DriGrip partnered with famed golfer Arnold Palmer to create the sunscreen especially for golfers. When applied, it dries to a powder finish, leaving no oily residue. The company also offers DriGrip for fisherman and DriGrip for industrial workers.
Revlon’s Gucci Westman beautifies Fashion Week
NEW YORK Revlon has partnered with its global artistic director Gucci Westman to help create the beauty looks for spring 2011 during New York Fashion Week, Sept. 9 to 16.
During New York Fashion Week, Westman is leading her team of makeup artists to create beauty looks that are gracing the runways at such shows as Richard Chai, Rag & Bone, Ohne Titel and Oscar de la Renta.
In addition to New York City, Westman also will be backstage with Revlon during London and Paris Fashion Weeks.
Westman has been the global artistic director for Revlon since April 2008. In this capacity, she provides her expertise on new products and shade development, and is a key contributor to the brand’s color stories and trend collections.
Coty revitalizing Astor brand with help from Heidi Klum
NEW YORK Coty has signed German supermodel and TV presenter Heidi Klum as the new face and artistic adviser for the global beauty brand Astor.
The first-of-its-kind creative collaboration allows the Astor brand to integrate Klum’s fashion-forward point of view into the brand collections and capitalize on the style trends, as part of the company’s mission to introduce the brand to a new audience and speak to consumers in a new way.
In this capacity, Klum will be involved in the design of product collections inspired by the latest runway trends, and appear in upcoming print and TV campaigns. Klum’s personality and inspiration will be an integrated part of the brand’s marketing message through print, online and in-store efforts.
Klum has established herself as a multi-talented TV host and producer, actress, fashion designer and astute businesswoman. She is known not only for her fashion magazine covers, but also as the host of "Project Runway" and "Germany’s Next Top Model by Heidi Klum." She has created and designed several beauty and fashion collections for brands including Victoria’s Secret Beauty, Destination Maternity and New Balance for Amazon.
"We are delighted that Heidi Klum will be representing Astor, especially at such an exciting time in the brand’s development as it moves forward with a new visual identity. As an elegant, confident, successful woman, wife and mother, Heidi perfectly represents Astor’s signature: ‘Live Beautifully,’" stated Renato Semerari, president of Coty Beauty.
Astor, which launched in 1952, is distributed in perfumery chains, department stores, drug stores and mass merchandisers in many European markets, namely Germany, Austria, Switzerland, Spain, Poland, Czech Republic, Slovak Republic, Hungary and Romania.