Schick and Skintimate brands want you to ‘Rock Your Legs’
SHELTON, Conn. — Schick and Skintimate brands are partnering with Universal Pictures’ "Pitch Perfect 2," in theaters May 15, to launch the "Rock Your Legs" campaign.
The campaign is an integrated program that incorporates an original “Ready, Shave, Shine” music video, limited edition product in store, an Aca-battle sweepstakes, movie trivia game and in-film product placement as the new Schick Hydro Silk TrimStyle makes its movie debut.
Schick and Skintimate are also partnering with "Pitch Perfect 2" star Brittany Snow to help introduce a three-step leg care routine that helps women think about leg care as more than just hair removal, but as a beauty ritual.
“Leg care is not just about hair removal, it’s about caring for your legs and bikini area as part of an overall beauty routine,” stated Camilla Medeiros, senior brand manager, women’s shave, Energizer Personal Care. “Legs are such a vital part of your body and they deserve to be treated with the same care as a woman’s face and hair. The core of the Rock Your Legs campaign is about introducing women to a personalized three-step leg care ritual. So, no matter what she stands for, Schick and Skintimate can help her stand confidently on great legs.”
To celebrate the campaign, Schick and Skintimate enlisted director/choreographer, Adam Shankman (best known for "Rock of Ages" and "Hairspray") and his production company, Independent Media, along with Academy Award-winning (for "Avatar") cinematographer Mauro Fiore, to create a "Pitch Perfect 2"-inspired original Rock Your Legs music video.
Beginning in this month, limited edition Pitch Perfect 2 packaging will be available in stores nationwide for Schick Hydro Silk Razors, Skintimate Shave Gel, Schick Intuition, Schick Quattro For Women and Schick Xtreme3.
Schick and Skintimate are also offering three new women’s shave products:
• Skintimate Silky Skin Shave Gel: With Moroccan Oil and a blend of vitamin E, olive butter and sunflower oil to help replenish skin’s natural moisture to provide unbeatable razor protection.
• Schick Hydro Silk TrimStyle: Featuring the brand’s most advanced hydrating shave technology on one end and a waterproof and adjustable bikini trimmer on the other.
• Schick Intuition Revitalizing Moisture: This razor features a skin conditioning solid that lathers and moisturizes during shaving in one easy step, and now features refreshing citrus and tropical extracts infused within the skin conditioning solid to provide an invigorating shaving experience.
For a limited time in major grocery stores, drug stores, Walmart and Target, consumers can receive a free* movie ticket from Fandango to see Pitch Perfect 2 (*up to $10 total value) when they buy $10 worth of participating Schick and Skintimate women’s shave products.
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.