Longer-lasting results aid in depilatory growth
Sales of depilatories are on the upswing as manufacturers roll out new products that promise silky smooth results.
Sales of depilatories at food, drug and mass (excluding Walmart) rose more than 10% to about $117 million during the 52 weeks ended April 15, according to SymphonyIRI Group.
Looking to further bolster the segment, manufacturers are churning out products that aim to provide longer-lasting results, have a pleasant fragrance — depilatories have been known for their strong odor — and are infused with ingredients that bring the spa experience into the home.
One such example is Church & Dwight’s Nair brand. For 2012, the brand has developed a line of hair removal creams and waxes for the body and face that are inspired by the hair removal and skin care secrets of Brazil. The new products are infused with mineral-rich clay and natural extracts for spa-smooth skin that is promised to last.
The new Nair products include a Brazilian Spa Clay Roll-On wax, which is a microwavable roll-on sugar wax for legs and body with 10 reusable cloth strips; Brazilian Spa Clay Sensitive Face hair removal cream, which is a specially designed sensitive formula depilatory for the upper lip, chin and face; and a Brazilian Spa Clay Shower Power hair removal cream, which is an in-shower depilatory for legs and body.
Sally Hansen rolled out for 2012 its new Odor Less Simply Smooth hair remover for in-shower use. It is a water-resistant formula that works to remove hair during one’s regular shower routine. It features an exclusive odorless technology and promises to leave skin hair-free for up to six days.
Last year, Reckitt Benckiser’s Veet brand expanded its depilatory creams and gels offerings with the launch of Veet Ready to Use wax strips for face and body. This year, the brand is celebrating the 2012 launch of its new Veet High Precision facial wax, which provides users with precise and efficient removal of facial hair. It is housed in an easy-to-use tube and features a precision applicator for control over the flow of the wax. The brand also launched for 2012 the new Veet Ready-to-Use wax strips for bikini, underarm and face kit.
In the second half of 2011, Olay introduced its first system to remove unwanted facial hair. The Olay Smooth Finish facial hair removal duo is a two-step system to remove fine to medium unwanted facial hair on the upper lip and jaw line, while minimizing irritation.
Suppliers let their hair down
Whether women are sporting poker-straight hair, rocking sexy beach waves or perfecting soft, elegant curls, it typically requires several styling products to achieve the look and lock it in place. These trendy looks are spelling a bump up in sales in the mass market and an onslaught of new products on shelves.
Sales of hair spray/spritz at food, drug and mass (excluding Walmart) rose more than 1% to about $422 million during the 52 weeks ended April 15, according to SymphonyIRI Group. During the same period, sales of gel/mousse climbed nearly 2% to about $649 million.
Manufacturers are looking to add volume to the market and help beauty mavens easily achieve their desired look by developing new products or introducing to the U.S. market brands never before available stateside. One example of the latter is British celebrity hairstylist Lee Stafford, who has brought his line of hair care products to the United States.
Launched in 2001 and available in more than 20 countries across the globe, Stafford’s line of hair care products recently launched at Duane Reade locations throughout New York City and at Ulta locations nationwide.
From shampoos and styling products to hair growth treatments, Stafford and developers have spent years crafting the line referred to as The Pink Range. The products are housed in signature pink packaging. With such names as Messed Up and Ruff As You Like It, each product is an example of Stafford’s signature edgy style. Driven by innovation, Stafford’s products, including newly launched argan oil products and the Hair Growth range, are at the front line of development.
Meanwhile, Henkel announced earlier this year the launch of its göt2b POWDER’ful back 2 bed texture powder. On the heels of the release of göt2b POWDER’ful volumizing styling powder, the new texture powder is a weightless texturizing powder that creates an effortlessly natural, tousled look in seconds.
Lornamead launched for 2012 its new Finesse Color Lock styling products, which offer a new advanced system to get longer-lasting color as part of a regular home styling routine. The line includes a Color Lock mousse and hairspray.
According to the company, Finesse Color Lock styling products contain a patented polymer system with water-resistant, film-forming properties. The polymer sets hairstyle and also helps seal in hair color pigments, allowing hair to retain up to 75% more color through repeated shampooing.
With the launch of new styling aids in the fall, and a limited-edition offering of a 40-oz. shampoo and conditioner, Salon Selectives is looking to continue to build on its heritage. Made popular by Helene Curtis in the 1980s and 1990s, Salon Selectives was the first salon-inspired brand available in the mass market and still features its signature apple fragrance. Today, CLT International Inc. owns the Salon Selectives trademark.
Meanwhile, Desert Essence is expanding its Coconut Hair Care line with the June launch of new styling products to help meet the styling needs of hair, from smoothing to defining curls and heat protection. All three products are 100% vegan and free of silicones, wheat and gluten.
ReportersNotebook, Part 2 — Beauty Care, 6/25/12
SUPPLIER NEWS — Celebrity chef Giada De Laurentiis is partnering with Clairol Natural Instincts as the brand’s new celebrity ambassador. In her first beauty partnership, the Food Network chef, cookbook author and lifestyle expert will show off her hair color in the brand’s newest campaign supporting the full line of at-home hair color products beginning in July.
Burt’s Bees has enhanced its Lip Shimmer with antioxidant-rich fruit seed oils and moisturizing shea butter, and also has updated the shade range. The 100% natural formula still features the signature cool burst of peppermint oil. The 12-shade range has been updated in keeping with color trends and now includes three new shades: cherry, plum and strawberry. Lip Shimmers retail for $4.99 each.
Champneys, a spa established in 1925, now has brought its 90-year heritage in health and beauty stateside with the introduction of a line of bath and body products at Target in March. The Spa Indulgence collection is comprised of three collections — Oriental Opulence, Mediterranean Bliss and Exotic Retreat — and the Spa Treatments collection is used by therapists at Champneys Spas. The collections boast restorative properties and include a variety of fragrances, as well as a range of hand and foot products.