The NPD Group sees notable shifts happening within U.S. prestige fragrance
PORT WASHINGTON, N.Y. — With three years of consecutive double-digit growth, women's scents in the United States have grown in lighter concentrations such as colognes, while men's scents are experiencing the greatest lift in eau de parfum (EDP), a richer concentration not traditionally used by American men, according to global information company The NPD Group.
Prestige retail dollar sales of men’s EDP reached $51 million in the 12 months ended February 2015 (March 14 to February 15), almost doubling in sales from two years ago. On the other side, cologne is a leader in women’s prestige fragrance and reached $69.6 million in sales during the most recent time period.
“By all appearances, it seems that men are establishing a new relationship with fragrance, and their level of experimentation and sophistication has risen. EDP is a niche and emerging category, likely embraced by early adopters who are generally more sophisticated users. In line with this emerging type, the growing presence of multicultural men as well as women—likely buyers for men’s fragrance—within the U.S. population provides a new audience for richer scents,” stated Karen Grant, global beauty industry analyst, The NPD Group. “Women’s fragrance behavior ties together with their movement towards natural beauty. Like the growth of active wear in apparel and footwear, growth in the more subtle fragrance concentrations complements the lifestyle elements of casualness growing within the women’s market.”
There are some other notable shifts happening within the U.S. prestige fragrance industry, The NPD Group noted. At the same time that the more potent EDP types are experiencing a boost among men, sales of prestige fragrance after shave products, a $19.5 million market, have been declining for the past three years, suggesting a change in scent behavior.
In addition, among both men and women, the popularity of on-the-go fragrance formats is rising. Women’s purse spray/travel spray and roll on/rollerballs grew 67% in dollar sales in the 12 months ended February 2015, while the men’s varieties grew 54%.
“Quick fixes and on-the-go are the new buzz words within beauty. Products that are effective and convenient to carry are appealing to consumers, especially when they are part of consumers’ everyday routines,” Grant stated.
Kline & Co: Wearable devices, lasers invigorate at-home beauty device market
PARSIPPANY, N.J. — Inspired by professional technologies like lasers and the first-ever wearable mask devices, new products are helping to fuel consumer interest and the at-home beauty devices market, which globally increased by nearly 14% in 2014, revealed market research and management consulting firm Kline & Co. in its recently released study, "Beauty Devices: Global Market Analysis and Opportunities."
The market continues to be dynamic, nearly doubling in size since first tracked globally in 2014.
One of the most unique launches, according to Kline & Co., comes from newcomer La Lumière with its illuMask brand of wearable LED light masks (pictured above). Available in two varieties — anti-acne and anti-aging — illuMask caters to the mass market, which has, until now, lacked traction. IlluMask is priced at $29.95.
Some brands bet on pricier alternatives, introducing new laser products for at-home use. Tria’s new Age-Defying Laser and the Skin Smoothing Laser by Iluminage Beauty are driving the anti-aging segment’s double-digit growth along with several new introductions from brands, such as Rio and Beurer in Europe. While cleansing is the fastest growing skin care concern in Europe, China, and South Korea, anti-aging devices are adding vitality to the U.S. market, according to Kline & Co.
In Europe, fresh inspiration comes from the professional skin care sector, with Philips, Home Skinovation and Beurer each launching at-home devices for microdermabrasion, a popular skin treatment in spas and beauty institutes. A new microdermabrasion-type product was also introduced for lips in 2014 by Bliss (Steiner Leisure) with its Fabulips “Pout”-o-matic Spa Powered Lip-Perfecting System.
In Asia, competition between local and foreign brands has likewise intensified. Multinational brands have actively entered the Chinese and South Korean markets, with several achieving significant growth in both countries, such as Refa (MTG), Clarisonic (L’Oréal), and Clinique (Estée Lauder). Meanwhile, local brands in each country have been in flux, with some becoming market leaders within a year’s time and many brands disappearing from the leader board in 2014.
“With price points at two ends of the spectrum from under $30 to over $500, new companies jumping on the beauty devices bandwagon, and existing brands expanding their portfolio beyond cleansing and hair removal, this market has evolved into a very competitive place for manufacturers. With a wider range of prices and product choices, it has also become much more accessible to a larger consumer base,” stated Karen Doskow, director at Kline’s Consumer Products Practice.
Hollywood Fashion Secrets creates new product category; hits Duane Reade’s beauty aisles
MINNEAPOLIS, Minn. — Hollywood Fashion Secrets, the company that brought the world Hollywood Fashion Tape, has created a new category for retail stores — a collection of must-haves that prevent beauty and wardrobe malfunctions.
“We’ve seen tremendous growth in our business over the past few years with 36% growth in 2014 alone – one of our best years yet and we are just getting started. According to our research, nearly 96 million women say they have experienced a wardrobe malfunction and would purchase solutions to fix the problem – making Style Essentials a huge untapped market opportunity,” stated Matt Goldberg, CEO of Hollywood Fashion Tape.
Fueling much of the company’s success, according to Goldberg, is its expanding retail footprint in the mass retail and mass drug channels. Today, Hollywood Fashion Secrets products are available in 30,000 stores and growing.
In fact, in February Duane Reade stores began the roll-out of a new merchandise display in the beauty aisle of nearly all of its store in the New York City area that features style icon and brand spokesperson Stacy London and a set of 13 popular Style Essential items including Hollywood Fashion Tape, Silicon CoverUps, Deodorant Removing Sponge, Garment Shields and Bra Converting Clips, among other products.
“Duane Reade is a strong example of our recent success with mass drug retailers,” stated Goldberg. “The buyers got it right away and our products fit perfectly in their stores in the beauty aisle, but what is really exciting about this new category is that we have learned that these products can be successful in a lot of different stores and locations inside the stores — from boutiques to national chains with in-store locations like the check-lane, beauty aisle or right next to a pair of jeans or other apparel items that may need a bit of assistance.”
In May 2014, the company announced a multi-year arrangement with London. A pioneer of fashion reality TV as co-host of "What Not to Wear" for 13 years, London just launched her new fashion reality show "Love, Lust or Run."
London and Hollywood Fashion Secrets are close collaborators, with London serving as the voice and face of the brand featured on in-store merchandising, digital ads, web materials, social media and PR efforts, as well as assisting with new product development.