BEAUTY CARE

Unilever sells 5 brands to Strength of Nature

BY David Salazar

LONDON and ROTTERDAM, Netherlands — Unilever on Wednesday announced that it would be selling several of its ethnic hair care and men’s grooming brands to multicultural hair care brand Strength of Nature.  The brands being sold are Motions, Just for Me, Consosrt, Groom & Clean and TCB, which is sold in a few African countries. 
 
“We remain committed to the ethnic hair care and men’s grooming categories,” Unilever North America president Kees Kruythoff said. “We believe that the Motions, Just for Me, Consort and Groom & Clean brands, and the TCB brand in Africa will be able to realize their full potential with Strength of Nature. We will continue to focus on the specific needs of both multicultural and male consumers with our global brands.”
 
“We are very excited to add these brands to Strength of Nature’s growing portfolio, and to further expand our international business with the acquisition of the African rights for TCB,” Stength of Nature CEO Mario de la Guardia said. “These are trusted brands, each with a strong legacy and high awareness, reinforcing Strength of Nature’s commitment to providing affordable and quality hair care products to our consumers. Each provides an excellent foundation for renewed growth and expanded innovation, and we look forward to building these brands.”
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Xyrena launches scent by Internet star Olzanski

BY DSN STAFF

LOS ANGELES — Vegan and cruelty-free  perfume maker Xyrena on Wednesday announced the launch of its new scent, Bae, by Sebastian Olzanski, the 16-year-old Internet star who first garnered fame with his YouTube channel, where he posted videos of him singing. 
 
“Sebastian was our very first signing and he took a chance on us before we'd even seen the success of our other fragrances,” Xyrena founder and CEO Killian Wells said. “I think that's very telling of his dedication, to go above and beyond for fans, giving them something much more personal and exciting than the proverbial tees and posters offered by his peers.”
 
Bae is a unisex fragrance that the company says features top notes of bergamot, strawberry, pear and freshly cut grass; middle notes of cedar, pink freesia, orange blosson and clary sage; and base notes of musk, amber, patchouli and vanilla. 
 
The scent will be available on Xyrena.com in 1.7 oz. extrait de parfum ($54)  and 2- and 8-oz vibe spray ($18 and $54, respectively).
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What’s Next: Becoming a fast-growing indie beauty brand

BY Lonni Delane

When a product or an idea catches on with a national audience and goes from nothing to something very quickly, some might say it’s like catching lightning in a bottle. In 2014, there was an awful lot of lightning being caught in the beauty market. According to Kline & Co., several privately owned indie brands have experienced massive growth in the double and triple digits at nearly five times the market average. Among the brands cited as most buyable are ELF cosmetics, Anastasia of Beverly Hills, eos and Hello Products. Over the past several years, they have come to have the same familiar presence in the beauty aisles as brands owned by such larger corporations as P&G and Unilever. So, how are so many private brands getting a piece of the action?

Kline explores this question in its marketing report “Beauty’s Most Buyable Brands.” Social media marketing is one of the biggest factors, allowing brands to compete with the marketing budgets of the big players. These superstar indie brands also tend to target niche markets, like the brand Anastasia of Beverly Hills. Anastasia practically created a market where one didn’t even exist, turning eyebrow grooming from an optional makeup step into a beauty ritual with its own artistry. Its success has had a huge impact on the cosmetics market. According to Mintel, nearly 6% of global eye color cosmetic launches in 2014 were eyebrow products – double the number from 2012 — and 26% of U.S. women use eyebrow makeup.

The report also looked at the trend of intense acquisition that has taken place over the past two years with many indie companies like NYX and Dermalogica being bought out by major corporations. Prior to its acquisition by L’Oréal, NYX was a brand that was typically found in strip mall beauty stores, surrounded by a myriad of cheap, accessible products that were more remarkable for their rock bottom price points than their quality. While NYX has always had a quality product, their marketing also sets them apart.  Even in strip malls, they would have testers for their products built into their POS display. They really separated themselves from the pack by tuning into and capitalizing on the power of social media even before it was really a thing.

“We’ve seen the progression of NYX. They started out just by shipping packages of their pencils to vloggers. Just taking that small step can have a huge impact on the growth of a brand,” said Kelly Alexandre, analyst for Kline & Co.

Kline partnered with Tribe Dynamics to create the report “Beauty’s Most Buyable Brands.”  Tribe Dynamics tracked the earned media value of each of the brands and Kline & Co. analyzed the fastest-growing brands in terms of their product offerings, focus and social media presence. 


What’s Next is a weekly feature of Drug Store News, written by consumer beauty blogger Lonni Delane. The goal is to help give beauty merchants the cutting edge they need to stay ahead of the latest and greatest beauty trends.

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