NPD: Men’s facial skin care represents ‘huge opportunity’
PORT WASHINGTON, N.Y. — While many men report using some sort of grooming product, there still is a significant opportunity in facial skin care for men, according to a new study by market research firm NPD Group.
According to the new "Men’s Grooming Consumer Report" conducted by NPD Group, more than 9-in-10 men (ages 18 years and older) are using some sort of grooming product today, which can include facial and body skin care, shaving, hair care and fragrance. However, only one-quarter of men are currently using facial skin care products, such as facial cleansers and moisturizers, lip and eye products, and anti-aging treatments.
The men’s facial skin care market has grown 11% in dollar sales in 2011, compared with 2010, according to NPD.
When looking at those men using facial skin care, more than one-third (37%) reported using facial cleansers (excluding bar soap) and facial lotions/moisturizers. Three-in-10 (30%) were cited using lip products, and more than one-fourth (26%) are using acne treatment products. Even within facial skin care, men purchase the more commonly used products that target basic cleaning and moisturizing, while those that offer more specialized benefits, such as treating acne and preventing or diminishing the signs of aging, are less likely used by men.
“There is a huge opportunity with men for facial skin care. The challenge is getting them involved and engaged,” stated Karen Grant, VP and senior global industry analyst for NPD Group. “Seventy-five percent of men ages 18 and up are not currently using facial skin care products. There is a feeling that facial skin care products are not needed unless you have a specific skin problem, such as acne. For men to use a product, they first must be aware that there is an underlying need that requires addressing."
“Once men know they have a need to fill, their problem-solution orientation will fuel their desire to find products to alleviate their grooming challenges. They also have to unlearn the idea that the body skin care product they use, such as bar soap and body lotion, works just as well for facial skin. And, while men of all ages present an opportunity, need-based opportunities seem to be most pronounced with black and Hispanic men, as well as younger men ages 18 to 34 years. To create life-long users, marketers will not only need to build awareness of the benefits that products offer but also show that these products can be seamlessly incorporated into his grooming routine,” Grant added.
Sofn’free introduces new Nothing But hair care line for textured hair
ATLANTA — M&M Products’ Sofn’free hair care brand has developed the new Nothing But line for textured hair, which is free of phthalates and five ingredients common in hair care.
The line — which is designed to appeal to “naturalistas, fashionistas and recessionistas” — is free of petrolatum, mineral oil, sulfates, parabens, colorants and phthalates. The formula also is free of drying alcohols and animal proteins.
“Finding suitable replacements for the five unwanted common ingredients was an arduous task,” stated Will Williams, director of education and product development at M&M Products. In place of mineral oil and petrolatum, Nothing But contains various combinations of oils from shea butter, coconuts, jojoba and soybeans. Nothing But also contains wheat germ, tea tree oil, vitamin E, keratin and naturally derived fragrances.
The collection is made for textured hair of any color, thickness, porosity and density, regardless of ethnicity. The formulas aim to create curls and do not leave a crunchy finish so women have the option to change their hairstyles without having to rewet or shampoo.
The collection includes cleansing conditioner ($8.99), clarifying shampoo ($7.99), intense healing mask ($7.99), curly pudding ($7.99), curl wake up spray ($7.99), curl sealer ($7.99) and mold and hold wax ($7.99).
Beginning in February, Nothing But will be sold online at HonestHairCare.com and at select beauty supply stores. In April, the products also will be available at Rite Aid.
Essie Cosmetics announces backstage lineup for 2012 Fashion Week in NYC
NEW YORK — For the second season in a row, Essie Cosmetics will unleash its creative and colorful vision on Mercedes-Benz Fashion Week for fall 2012.
In collaboration with some of today’s most esteemed designers, the essie team will create custom backstage nail looks. Adding to the backstage excitement will be Essie Weingarten, the founder and creative director behind the brand, who will be on hand, with an exclusive team of manicurists, to offer insider tips and inspiration throughout the week.
The designer lineup has expanded in size from last season and includes: DKNY, 3.1 Philip Lim, Helmut Lang, Richard Chai, Creatures of the Wind, Pamela Love, Lela Rose, Carolina Herrera, Tory Burch, Rachel Roy, Costello Tagliapietra and Douglas Hannant Pink. The brand also is aligning with Haven Spa as the featured nail expert for the Rebecca Minkoff, Suno and Edun shows. Essie nail color also will grace the runways of Custo Barcelona, Carlos Miele and Jenny Packham.
“I’ve always said that color is the ultimate accessory for women,” stated Weingarten. “So our partnership with so many amazing designers during Mercedes Benz Fashion Week continues to thrill and inspire us. Not only is it the perfect collaboration for essie as a fashion-forward brand, but I love that we’re giving women everywhere their first look at what’s coming next from the industry’s best.”
Essie also will take center stage at the main tent entrance at Lincoln Center by joining forces with Mercedes-Benz for “Mercedes-Benz Presents” — a celebration of designer Naeem Khan and Mercedes-Benz’s new ML63 AMG SUV. An assortment of essie shades will be featured at Fashion’s Night In, the “Mercedes-Benz Presents” kickoff event on Feb. 9. Shades, including Blanc, Licorice, Swing Velvet, Loophole, Oui Madame, Midnight Cami and Lady Godiva, will mirror the exterior colors offered with the new Mercedes-Benz range and will be given to the first 500 consumers in attendance.
Not to be limited to the tents, backstage and the runway, essie also has teamed up with The Daily for “Daily Style Sessions” lounge, which will take place over the course of three days on the Empire Hotel’s rooftop space. Fashionistas will be treated to complimentary essie manicures as they decompress between shows.