Out with the old: Beauty brands get modern makeover
BALTIMORE — In an effort to reach a new generation of women, several iconic beauty brands are being re-energized and revamped for today’s modern beauty maven.
One such brand is Calgon, which is managed by Ilex Consumer Products Group and known for its “Take Me Away” slogan. Calgon has unveiled two new collections — Ageless Bath and Sensual Collection — that hit shelves in June.
The Sensual Collection includes Sexy Fragrance Mists, Shimmering Moisture Mists, Silkening Double Mist and Swirl Luminous Body Cream. All of the products are available in three fragrances: Flirty Tease, Femme Inferno and Angelic Kiss. Each fragrance is designed to tailor to the different sensual moods and emotions of women.
The Ageless Bath Collection is an anti-aging bath line that includes bath pearls, 2-in-1 bath and body scrub, and milk bath with serum beads.
After more than 50 years as a well-known bath and body brand, Vitabath is now poised to reach a new generation of women with 17 new sulfate- and paraben-free body washes in fresh, playful fragrances. The brand’s revival began with the rollout of Lime Citron Basil, exclusive to Costco, in June, followed by the release of the 16-scent Vitabath Fragrance Collection in July.
Meanwhile, to help those consumers suffering from eczema and atopic dermatitis, Galderma Laboratories’ well-known Cetaphil brand released in the second half of 2010 its new Cetaphil Restoraderm line. The sub-brand is comprised of a skin-restoring body wash and a skin-restoring moisturizer.
Buyer awareness helps sun care shine
Greater consumer awareness of the dangers of the sun’s harmful rays and greater product innovation are spelling growth in the sun care market. And, as the industry wades through the recently issued regulations by the Food and Drug Administration, new innovative products for both children and adults hit the pipeline, which is likely to mean further growth.
One example is Sunbow, which is aiming to make sun safety fun for children with its new line of fun and innovative sunscreens. Its new product line is comprised of seven SKUs formulated with micronized zinc oxide formulas to provide a strong UVA/UVB barrier without such chemical actives as oxybenzone or octinoxate.
Animated characters from Nickelodeon’s popular series “Dora the Explorer” and “SpongeBob SquarePants” grace the front of the Sunbow sprays, tubes and sticks to help get children excited about the application process. Furthermore, the formulas go on in a color — pink, blue or yellow — but dry clear so children won’t miss a spot. Several of the products also feature a bubble gum fragrance.
For 2011, Hawaiian Tropic rolled out its new Shimmer Effect lotion sunscreen, available in SPF 20 and 40, and After Sun lotion. The Shimmer Effect lotion is positioned as the only sunscreen that gives skin instant radiance by providing broad-spectrum UVA and UVB protection.
La Roche-Posay, the company that brought the Anthelios sunscreen franchise and the first-ever “shaka shaka” fluid to the United States, announced the availability in July of its new Anthelios Mineral ultra light sunscreen fluid SPF 50. The product will be available at select CVS/pharmacy, Duane Reade and Walgreens locations.
“La Roche-Posay found that more and more consumers, not just those with sensitive skin, are looking for mineral versus chemical sunscreens,” stated Yannick Raynaud, [general merchandise] for La Roche-Posay USA. “For those who desire a 100% mineral UV protection yet equally efficacious, high broad-spectrum alternative, La Roche-Posay created Anthelios 50 Mineral, a sunscreen with SPF 50 and high UVA protection that is completely free of chemical filters and tested safe for even sensitive skin.”
The article above is part of the DSN Category Review Series. For the complete Sun Care Buy-In Report, including extensive charts, data and more analysis, click here.
Celebrity icons drive scents
It has been a bit of an uphill battle for fragrance within the mass market, but industry sources remain optimistic as “new” continues to drive much of the business and celebrity scents remain in the spotlight.
“The celebrity fragrances trend shows no signs of abating as there are still A-list stars who have just put their names to fragrances in the United States, such as Lady Gaga.
High-caliber U.S. stars are still queuing up to launch their own perfumes, suggesting that the trend is far from over,” stated research from Euromonitor International. “Celebrity fragrances tend to appeal to young women who seek out these products to connect with their idols, but typically have a very short shelf life as young consumers are quick to move on to the next ‘hot’ star.”
In line with that trend, pop star sensation Justin Bieber has teamed up with Give Back Brands, a new lifestyle products company that donates its proceeds to charity, to launch his women’s fragrance called “Someday.” The fragrance debuted in June at select specialty stores.
Coty has partnered with international celebrity and multifaceted supermodel Heidi Klum to launch her new signature fragrance, Heidi Klum Shine, in the fall. Heidi Klum Shine is expected to be the No. 1 launch of the fall, delivering more than $10 million.
In addition, Coty Beauty will launch its newest scent in the Beyonce Parfums portfolio, Beyonce Pulse in September. Pulse will join the Heat and Heat Rush collections. And Coty has signed Lady Gaga to develop and market her first-ever signature fragrance that is expected to launch in spring 2012.
While celebrity fragrances continue to be popular, an open-sell format at retail also is key to driving sales. “The [retail] customers that are winning in that everyday business are the ones that are engaging with the customer, and they are engaging it through sampling because each customer has to sample a fragrance five or six times before they are going to buy. But most importantly, it is around open sell,” John Burgfechtel, VP sales strategy, customer marketing and sales operations for Coty Beauty, told Drug Store News.
“Those [retail] customers that have put in an open sell, either in a test or a rollout, the data point remains consistent — you take the glass off and let the customer engage in the purchase, product and the category is going to go up 22%,” he said.
The article above is part of the DSN Category Review Series. For the complete Fragrance Buy-In Report, including extensive charts, data and more analysis, click here.