BEAUTY CARE

Innovation reigns in fem hygiene, shave, deodorants

BY DSN STAFF

Innovation remains the name of the game in personal care, with new options surfacing in the feminine hygiene, deodorant and shaving categories alike.

(To view the full ECRM Personal, Oral and Sun Care Report , click here.)

On the feminine hygiene front, product enhancements are coming in the form of new introductions in sanitary pads, tampons and ancillary products, as well as in initiatives aimed at consumer engagement. This may provide an ongoing spark for sanitary pad, liner and tampon sales, which rose by a collective 2.1% for the 52-week period ended May 15, according to IRI. Dollar sales of sanitary pads and liners alone increased by 2.5%, to $1.7 billion, while tampon sales experienced a dollar sales bump of 1.5%, to $1 billion.

Retailers said they are seeing explosive growth of a new subsegment of feminine hygiene in the form of safe-for-the-entire-body washes and on-the-go wipes. Fleet has driven this growth with its Summer’s Eve collection, which has a big following with millennials. The brand now includes Summer’s Eve Nightime — three pH-balanced products intended for use in the evening, including a cleansing wash, a cleansing cloth and a cleansing bar.

Other suppliers are joining the safe-for-the-entire-body trend now, such as Skinfix, which is behind SweetSpot Labs. SweetSpot Labs is a line of feminine skin care products designed by women for women that uses natural ingredients and doesn’t include glycerin, sulfates, parabens, alcohol, gluten, soy or dairy. The SweetSpot Labs line of products includes Spot Fresh! Gentle Wash, Spot Refresh! On-the-Go Wipettes and 100% Love It! Moisturizer.

Meanwhile, Procter & Gamble has extended its Tampax brand franchise to include Tampax Pocket Pearl, a new pocket-sized version of Tampax Pearl for “girls on the go.” Tampax Pearl has a “backup braid” component designed to provide leak protection by sending fluid back into its core.

Some marketers, among them Edgewell Consumer Products, also are using sustainability as a platform for innovation. Edgewell promotes its o.b. tampon brand as utilizing minimal packaging compared with tampons that have plastic or cardboard applicator guides, and as obtaining 90% of its raw material from renewable resources. Edgewell also is substituting cotton for rayon in its tampons as a means of limiting the products’ impact on the environment, according to the company.

Shaving sees sales nicks
The shaving category appears to be struggling. NPD Group pegged dollar sales in the category as a whole at $3.5 billion when aftershaves, lotions, shaving creams and blades are included in the equation. However, IRI figures for the 52-week period ended May 15 show decreases in dollar sales across the board, with the exception of razors, which saw a 3.5% increase in dollar sales to $483 million. Sales of shaving cream dipped by 0.7%, to $501 million, for the same period. Dollar sales of cartridges slipped by 6%, to $1.2 billion; sales of blades dropped by 5.2%, to $2.3 billion; and sales of disposables slid by 4.2%, to $1.1 billion.

The advent of Dollar Shave Club and other online competitors may have bearing on mass sales of shaving products. However, suppliers are fighting back. This past December, Gillette filed a lawsuit alleging that Dollar Shave Club is violating its intellectual property by selling razors that make unauthorized use of its patented technology. The technology is said to reduce wear and tear on razor blades to make them last longer, in turn saving money. Dollar Shave Club has refuted Gillette’s argument. The matter has not been resolved.

Elsewhere in the category, the fact that men are shaving less often and are growing more facial hair is sparking the rollout of more products designed to make facial hair upkeep a more pleasant task. BIC Consumer Products USA has launched the Bic Flex 5, promoted as having been designed for easier maintenance of “bushy” beards.

Hydration and lubrication also are popular features of new launches. From Edgewell Personal Care’s Schick brand comes the Hydro 5 razor, which has a hydrating gel reservoir that reportedly reduces friction to the face by 40% compared with traditional lube strips.

And Gillette has launched the Gillette Fusion ProShield, which delivers lubrication to facial skin “before and after the blades” make contact, eliminating irritation when re-stroking occurs, according to the company.

Retailers, too, are moving to change the men’s shaving sales picture. Walgreens is adding more of the existing men’s shaving products to more of its stores. These include Boots No7 Men’s Anti-Friction Shave Gel and Boots No7 Energising Face Gel. In line with what Walgreens sees as a heightened tendency among men to use pre-shave items, it also is making such moves as relocating pre-shave products to open-sell fixtures from their former home in closed cabinets.

Product development is also occurring in women’s shave. Case in point: Schick and Skin-timate have banded together to introduce Skin-timate Silky Skin Shave Gel, the Schick Hydro Silk TrimStyle razor and the Schick Intuition Revitalizing Moisture razor. Skintimate Silky Skin Shave Gel contains Moroccan oil and a blend of vitamin E, olive butter and sunflower oil offering one-step lathering and moisturizing — a trend of products doing more than one function.

Deodorant: Strength means everything
If the data is any indication, things in the deodorant market smell sweet. Dollar sales for the 52-week period ended May 15 were up by 3.4%, to $2.8 billion, according to IRI. Similarly, a report from Mintel noted that the U.S. deodorant market will show a compound annual growth rate of 5.6% for the period spanning 2014 to 2019.

High-performance and clinical-strength deodorant and antiperspirant products are in greater demand among men and women alike, the Mintel report said. IRI statistics bear this out: Secret Clinical Strength deodorant ranked as the second best-selling brand in the category during the 52-week period ended May 15.

There has been additional product development in the high-performance and clinical strength deodorant sub-segments. Church & Dwight has come out with Arm & Hammer UltraMax Confidence Dry Spray. The product harnesses a proprietary Motion-Response Formula, which is promoted as helping to keep wearers dry in heavy-sweat situations where they “need it most.” Procter & Gamble recently introduced Outlast — said to offer 48 hours of protection from excessive perspiration and odor — to its Secret line.

From Procter & Gamble, there also is the new Hardest Working Collection, a men’s personal care line that is part of the Old Spice Collection and includes both antiperspirants/deodorants and body washes. For example, Old Spice Odor Blocker, an invisible, solid antiperspirant/deodorant, yields stronger, longer sweat protection than other Old Spice offerings and features the brand’s odor-fighting technology, Procter & Gamble said. From The Dial Corp. comes Rite Guard Xtreme Heat Shield in gel and solid varieties. The product is designed to keep wearers dry in temperatures of up to 120 degrees Fahrenheit, according to the company.

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Skinny Tan offers winning combo

BY DSN STAFF

CARLSBAD, Calif. — When two women sat talking about their frustration with self-tanners, along with their disenchantment with how poorly cellulite creams work, they had an idea. Why not combine them and come up with something that really works?

(To view the full ECRM Personal, Oral and Sun Care Report , click here.)

The product is called Skinny Tan. It is selling briskly in the United Kingdom and Australia, and now is hitting U.S. shores.

The company is eyeing distribution opportunities in specialty, food and drug stores. “North America is at the heart of our growth strategy. Our marketing efforts have driven a 100% increase in sales since InnovaDerma bought Skinny Tan, and we’ve expanded to three countries where it is the No. 1 self-tanner. We’ll put those same resources behind the U.S. market entry,” said Haris Chaudry, CEO of InnovaDerma. In addition to reducing common complaints of self-tanners, such as streaking, the formulas are all natural and PETA-approved.

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Stuck in the red: Sun care sales still down

BY DSN STAFF

Despite the constant warnings swirling around skin cancer and efforts by retailers to offer a bigger selection on a year-round basis, the sun care category is still stuck in the red.

(To view the full ECRM Personal, Oral and Sun Care Report , click here.)

Overall dollar sales of suntan products decreased by 1.3% to $1.1 billion, for the 52-week period ended May 15, according to IRI. What’s also concerning is that unit sales dipped somewhat more — by 1.6%, to 138 million, IRI figures indicated. Dollar and unit sales of suntan lotions and suntan oils slid downward as well, by 1.3% and 1.6%, respectively. One positive area is sunscreens and insect repellant, where sales expanded 3.4%, much of that attributed to consumer fear over insect-transmitted diseases.

One reason for weak sales could be stepped up sun care offerings from prestige and specialty stores. Euromonitor reported an overall category uptick of 2%. Mass buyers also noted that more sun products with anti-aging capabilities were being sold at Ulta Beauty and department stores.

While sun care is certainly seasonal, buyers noted that consumers are motivated — even on a year round basis — to seek formulas with specific benefits. Some of the options exhibiting the most sales kick, IRI data showed, are those with such benefits as water and sweat-resistance, easy application, skin comfort and such add-ons as mosquito repellant rather than just UVA/UVB protection.

For example, Solskyn Personal Care’s Bullfrog Mosquito Coast DEET-, PABA- and paraben-free sunscreen topped IRI’s list of best-selling sunscreens/insect repellents for the 52-week period ended May 15, with dollar sales of $3.7 million. In addition to providing 2-in-1 protection from the sun and insect bites, the product resists water for up to 80 minutes, contains no oil and is enriched with aloe leaf extract and vitamin E.

New product introductions reflect consumers’ apparent preference for sunscreen with benefits that transcend shielding them from UVA and UVB rays. For its part, Solskyn has rolled out six new sun care products, including No-Ad Oil-Free Face Sunscreen. The product is being promoted as guarding against skin cell DNA damage caused by UV light. Other line extensions encompass No-Ad anti-aging body moisturizers, which contain an SPF 15 broad-spectrum sunscreen agent, along with vitamins, antioxidants and moisturizers.

Fruit of the Earth has extended its Block Up! brand franchise with Continuous Spray SPF 30 and Block Up! Kids Continuous Spray SPF 30, as well as Block Up! Continuous Spray Sport SPF 30. The non-Sport spray products contain aloe vera — along with vitamins A, C and E — and offer UVA/UVB protection. The Sport version has all of these attributes and is sweat-and water-resistant.

Meanwhile, Edgewell Personal Care recently augmented its Banana Boat line with the addition of SunComfort Lotion Sunscreen, available in SPF 30 and SPF 50+ varieties. The product does give users broad-spectrum UVA and UVB protection, but it also is water-resistant with moisturizing properties. The formula has an added benefit of making it easy to brush sand off skin.

And now ClearlySheer, which the company said affords sun protection without clogging wearers’ pores, is part of the Coppertone sunscreen lineup from MSD Consumer Care. Bayer also has reformulated its Coppertone Sport sunscreen to “feel light” on the skin.

Not surprisingly, skin care prevention advocates, marketers and even some drug store chains are attempting to promote sun safety via a variety of campaigns. The American Cancer Society has, through media and educational activities, been pushing hard on its Slip! Slop! Slap! and Wrap skin cancer awareness campaign, which it designed to remind consumers to decrease their risk of skin cancer by slipping on a shirt, slopping on sunscreen, slapping on a hat and “wrapping” with sunglasses. The National Council on Skin Caner Prevention, of which the American Cancer Society is a member, harnesses the campaign website to share sun safety tips that are applicable year-round, as well as instructions about sunscreen use.

For its part, Edgewell Personal Care has tapped a myriad of technological tools to help shoppers make educated sunscreen purchasing decisions, including what to select based on the weather that day or the activities they plan outside. This is an interactive tool on the fixture that suggests formulas based on time outside, activities and overall weather forecast.

MSD Consumer Care is running a multiyear campaign built around the Coppertone brand. Geared toward families, the campaign promotes regular sunscreen application as an important move that can be made toward keeping skin cancer at bay. Players from the United States Soccer Federation and the National Women’s Soccer League serve as brand ambassadors. On the Coppertone website, consumers will see detailed information about the sun and its effects, as well as about how to best take advantage of sunscreen and other sun care products. An explanation of the UV index and a “product finder” can be accessed on the website as well.

Social media also is being harnessed on the marketer end to command more attention for sunscreen. For instance, Edgewell’s Hawaiian Tropic Silk Hydration Weightless Lotion Sunscreen was featured in seven episodes of actress Shay Mitchell’s YouTube series, “Shaycation.” Mitchell has more than 21 million followers across YouTube, Facebook, Twitter, Instagram and Snapchat, and will promote Hawaiian Tropic across her social media channels.

As for efforts by drug chains to boost sunscreen sales, several players — including CVS and Walgreens, as well as regional contenders — are carrying larger assortments of sunscreen year-round instead of featuring a large selection during the summer months and scaling back once fall arrives.

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