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BeautyCARE TRENDING

Lip, eye trends heat up beauty space

Retailers are asking for fewer — soaring 60%. Some of the gains consumers also rocketed NYX sales Burt’s Bees lip products expanded but bigger and bolder — new prod- are from new products bringing in several items by more than 100%. more than 20%, some of that from ucts and fewer flankers. technology to mass that once was In , products offering expanded distribution, too. For the So what’s hot — and why? once only available in prestige “dupe” looks made famous by future, retailers are toying with the Color are gaining in doors. E.l.f. sales grew to giant sta- Kylie Jenner and other influencers dark shades floating onto shelves, mass market stores right now, with tus thanks to new distribution and sailed to new heights. These include such as ’s The Loaded overall sales up more than 5%, but innovative products. The other big Jordana Cosmetics, Maybelline Col- Bolds, which include dramatic pig- a few subcategories are putting up gains were from such plumpers as or Sensational Matte and ments, such as clay. even stronger dollar sales. Lip, for Physicians Formula’s Plump Po- Ultra HD Matte Lipcolor. The mass market’s ability to re- example, is up almost 10%, while tion, which is for those who don’t Millennials like to find effective, act swiftly to trends is credited with eye is soaring more than 12%. Lip want professional lip fillers. The dis- yet naturally positioned products boosting eye category sales 12%. is paced by treatments, with sales covery of the NYX brand by more with the fewest ingredients. To wit, With influencers turning brows into BEAUTY AND PERSONAL CARE MARKET* artwork, such brands as Maybelline and NYX jumped into the fray with TOTAL = $49.0 BILLION BATH6 brow kits perfect for mass experi- COTTON BALLS/ $0.4/0.8% mentation. Retailers took advantage SWABS HAIR ACCESSORIES HAIR GROWTH SUNTAN PRODUCTS HAIR $0.5/1.1% OTHER GROOMING of momentum and built endcap dis- $1.3/2.6% $1.1/2.3% APPLIANCES SUPPLIES PRODUCTS $0.8/1.5% $0.3/0.7% $0.1/0.3% plays to help perfect the perfect arch and nab almost 50% gains at the FRAGRANCES5 HOME PERMANENT/ $1.6/3.2% RELAXER KITS same time. BREATH FRESHENER $0.1/0.2% SPRAYS/DROPS An added boost to the atten- $1.7/3.4% $0.02/0.05% tion to eyes has been an uptick in HAIR STYLING AIDS4 sales of eyelashes and , $1.8/3.7% COSMETICS1 $7.6/15.5% which showed a 25% rise for the HAND AND tracked period. Kiss and Ameri- BODY $1.9/3.8% can International are the top two producers. Makeup applicators from Paris Presents also are tear-

SANITARY ing up the charts with almost 30% NAPKINS/ sales increases as women seek TAMPONS ORAL CARE2 better tools to accomplish the new $2.8/5.7% $7.5/15.4% makeup looks. What’s also hot are retailer efforts

DEODORANT to seize the opportunities while $2.8/5.7% trends are on fire. Walgreens Boots Alliance’s beauty differentiation strategy is going full throttle with 2,000 of the best beauty doors get- SHAVE3 ting face-lifts and such merchan- $3.4/6.8% dise as No7 and Soap & Glory. A / new beauty consultant role is being CONDITIONER added to help women with more SKIN CARE $5.0/10.2% $3.5/7.1% complex beauty questions in store. SOAP People in this role will receive clini- $4.8/9.9% cal skin care and makeover training, *In billions; percent reflects share of total beauty segments 1 Includes eye, lip, face, nail, accessories and storage; 2 Includes toothpaste, mouthwash, denture products, toothbrushes and dental accessories; along with technology in the form 3 Includes razors, blades and cream; 4 Includes sprays, spritzes, gels and mousses; 5 Includes women’s and men’s fragrances and shaving of tablets to access information and ; 6 Includes bath products, body scrubs and massagers Source: IRI for the 52 weeks ended May 15, across total U.S. multi-outlets (supermarkets, drug stores, mass market retailers, military commissaries tutorials. “She is being trained in a and select club and dollar chains) Continued on page 84

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Continued from page 82 fixtures, better lighting and innovative products. It way we have never done before,” said Lauren Brin- also is offering such services as Pick Up Today to dley, GVP and GMM for beauty and personal care. bolster beauty. The makeover comes with new fixtures and light- CVS also has polished up its beauty department ing to boot. Paramount is bringing products to mar- with a host of either exclusive or limited-edition ket at lightning speed. “It used to take retailers like brands, especially physician-created skin care. Walgreens or Boots six to eight months to launch a Some of the other owned brands include MUA new product. In this world, we have to look at differ- Makeup Academy, Nuance by Salma Hayek and ent ways to bring a product to market a lot faster or Enlite, which has bath and body sensorial items. As we are going to miss the trend. Sometimes we have part of a program to elevate beauty, CVS also has to take more educated risks, be a lot more agile. I am more illuminated fixtures, wooden floors in some pushing my team that we are going to have to think beauty areas and enhanced services. The chain also differently. We have to make sure we are providing makes use of fixtures at the front of the beauty de- her with what she wants,” she said. partment, zeroing in on such key trends as travel Then there’s Walmart. Walmart sells 1.6 mascaras sizes and brow kits. Next month, CVS will feature every second. That’s 49 million mascaras a year. But demonstrations of Kiss’ imPRESS nails. the corporation knows it is leaving dollars on the ta- Target is doing its share, too, with its end-of-aisle ble since with its bustling environment, the beauty displays that tell mini category stories. Recently, the department isn’t always up to snuff. Merchandising chain created endcaps devoted to textured hair, nat- the myriad items — the company has more than ural products and how to get a cat eye look. 1,700 different types of lip products — can be daunt- In the following pages, Drug Store News takes a ing. Polishing the beauty department is mission closer look at some of those hot, emerging trends in critical and the company is installing upgraded the beauty category. #EducatingRita Cosmetic Promotions is the expert in training beauty associates. Ask about our Audience Response System and find out how wesaved one chain and their vendors more than $3 million when they switched to our training program. Better trained employees = less turnover & higher sales!

Experts in Beauty Experiential Marketing Since 1990 Makeup Artists | Sampling | POP Displays | Consumer Interaction Kits | Training CALL US TODAY! 407-644-9916 CosmeticPromotions.com

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Untitled-1 1 7/11/2016 8:05:00 AM BeautyCARE TRENDING

LIP COSMETICS Treatments among hottest lip products Lip color is the sexy part of sold for $1 per pack. the category — especially the on- Private lip treatments also WHAT’S HOT slaught of dark hues and glossy packed a punch, gaining almost 11%. finishes dominating the market. According to NPD’s Karen Small, cute lip balms rule category But the real growth right now is in Grant, global beauty analyst, PARKER, Colo. — Private combined to be the treatments. Whether it’s the drying products that prepare the skin for fifth-largest “brand” in , according to IRI. effect of the new matte finishes or beauty applications, such as prim- Private-label volume has grown more than 25% just abuse from the weather, lips ers and treatments, are performing over the past two years. are in need of moisturizing. well. Consumers, especially OraLabs packages private-label lip products The proof? Lip treatment sales millennials, like to do ev- for some of the biggest chains in retail, along make the “hot” list, with sales blos- erything they can to grab with some of the most-known brands. At HBA soming almost 60% for the 52-week the perfect selfie, and that Global in New York this year, the company period ended May 15 across multi- includes a primed lip to showed off the latest package it expected to outlets, according to IRI. Almost maximize wear. take private labels to new heights. Dubbed the every brand in the top 10 by vol- Once lips are prepped, Revo Push Up (pictured here as the Sparkz Mini), ume exhibited increases, paced by consumers are flocking to the uber cute allows users to access OraLabs’ Sparkz Mini 300% growth of NYX. While some the bevy of choices, espe- the product by pushing from the bottom up. lip balm of that is chalked up to gains in dis- cially matte formulations. It’s currently available in three standard flavor-color combinations — tribution, much of the expansion is After years of dull growth, Pink/Strawberry, Red/Cherry and Green/Watermelon. The formula is greater exposure of the brand. E.l.f. lipsticks are plumping enriched with vitamin E and aloe to soothe and moisturize. Studio was another big gainer in lip up — most recently, 12%. treatment as consumers trade up to For those who can’t score the more luxurious e.l.f. Studio offer Kylie Jenner’s LipKit — Maybelline’s Color Sensational liner, which completes the look. versus the entry e.l.f. price points. which originally sold out Matte attracted new users with Retailers are puckering up with Another secret gem is Miss Spa, in minutes but has been a 182% sales spike. Lip liners fresh hues — including black and which brings the concept of masks restocked to better levels also benefitted from such styles navy — for the second half of the to lips. Walgreens is among the now — there are options as those donned by Jenner, with year. There’s just enough sparkle locations where this mask, which from NYX and Revlon’s Revlon’s Ultra HD a 12% climb in sales. Kylie Jen- in the colors to avoid being classi- delivers softer lips in 20 minutes, is Ultra HD Matte. Also, Matte lipcolor ner’s original kits come with a fied as the Goth look of the 1990s. Drug stores might face the fierc- Top 10 lip treatments est competition in lip from one of their own brands. NYX has a huge BRAND SALES* % SALES CHG UNIT SALES* % UNIT CHG lip presence in its own stores and Cover Girl Outlast $1,366.7 16.0% 293.0 16.9% currently is opening in major mar- E.l.f. 1,332.7 26.5 446.9 26.5 kets. There are about 12 new units Milani Moisture Lock 1,155.9 NA 161.6 NA in top-shelf shopping centers. A fo- E.l.f. Studio 831.4 50.2 278.6 50.0 cal point is a lip wall with hundreds Physicians Formula Plump Potion 748.9 13.7 82.2 13.9 of choices. Revlon Moon Drops 349.3 -5.8 41.8 -7.3 also is giving a one- NYX 299.7 360.1 43.7 363.2 two punch with a lip component NYX Pump It Up 213.6 NA 42.5 NA of its Virtual Artist app. Users can Nugg 109.2 NA 13.8 NA swipe through 3,000 shades. Private label 88.9 10.9 17.5 9.3 Gloss sales are suffering, squeezing out a tiny gain. But TOTAL $6,628.5 58.6% 1,440.2 47.1% retailers aren’t worried since the * In thousands business is cyclical, and they as- Source: IRI for the 52 weeks ended May 15 across total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains) sume glosses will roar back.

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NAIL Artificial nails boast consistent growth Instagram is helping boost 14% climb. The other growth in sales of at-home artificial nails. the category is from implements WHAT’S HOT The nail category is still trying to and treatments. claw its way out of the red, with Social media is igniting nail Static Nails offer pop-on, pop-off reusable nails IRI reporting sales still down. For trends at a blistering pace — CHICAGO — Last year, attendees the 52-week period ended May many of which require a little couldn’t stop talking about the winner 15 across multi-outlets, sales are help from artificial nails to of the Discover Beauty award at Cos- down 0.7% overall, but nail color achieve. Looks ranging from moprof North America. That company is still down just over 7%. snow globes to faux turtle shells was Static Nails, a reusable artificial Where there is robust growth are adorning nails on Instagram nail. Now that talking has turned to pur- is artificial nails. The category and Snapchat. And, of course, the chasing with the line getting exposure has consistently grown, with the popularity of Pokémon Go has in Sephora, Canada’s Murale and HSN. most recent period showing a inspired Pokémon tributes. com. Created by Alexis Irene, Static Many women who can’t keep Nails require only five minutes to apply Static Nails’ Cristal pop-on nails trendy nails for work or who and are easily removed and reusable. can’t grow nails long enough to According to Irene, the nails can be worn 18 days straight or reap- sport the on-trend looks opt for plied up to six separate times. artificial help. And, for those who Another hallmark of the line, however, is its edgy fashion options. aren’t as artsy, there are nails al- Some examples include holographic looks, midriff manis (bare in the ready adorned with on-trend center) and Swarovski crystal-encrusted nails. fashion that can be popped on as needed. Longer nails are mak- ing a comeback, and that’s good PRESS to consumers at 1,100 to adapt artificial nails to their news for the artificial segment. Walmart stores. Demo specialists grooming routine. One is a Fin- Because women like so many helped with sizing and showed ger Tip Pen, which helps create different types of nails, brands consumers how to align the nails. the white tip endemic to French have added to the selection. In-store demonstrations are key, . The brand also sells French nails remain the most according to Annette DeVita- an Ultra Quick Gel Kit — a brush popular, such as Broadway Real Goldstein, SVP global marketing at on gel overlay. Life Everyday and the recently Kiss, because it helps convert those As for treatments, a brand that launched Nude French Nail from who hadn’t tried artificial nails be- gained attention two years ago at Kiss. Reacting to newer shapes, fore. The demonstrations were ac- NACDS Total Store Expo is prov- however, Kiss added oval shapes companied by a Kiss end cap. ing it deserved the buzz. Several to its imPRESS collection. Nailene produces several chains, including Walgreens, stock Kiss’ Acrylic Nude French Nails Recently, Kiss sampled im- unique items for women looking Vitry. Among the hottest items are Sales of nail products the Lacquer Drying Drops and Nail Growth Serum. There’s also SUBCATEGORY SALES* % SALES CHG UNIT SALES* % UNIT CHG an innovative Whitening CC base, $741.0 -7.5% 204.7 -11.2% which helps with yellowed nails. Nail accessories/implements 292.4 8.7 90.5 -3.8 Nail-biting remedies often are an Artificial nails and accessories 190.5 14.0 41.7 12.0 overlooked, but notable, sub-cat- Nail treatment 178.5 2.4 32.5 1.3 egory — especially for those who Nail polish removers 114.9 -1.6 61.0 -4.3 want to grow nails. SinfulColors Nail polish accessories 0.6 -39.0 0.2 -35.5 and Mavala are two noted entries. Several retailers said they’ve TOTAL $1,517.8 -0.7% 430.7 -6.0% trimmed the footage to color as * In millions it has slowed to make room for Source: IRI for the 52 weeks ended May 15 across total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains) more treatment lines.

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EYE COSMETICS Brow guru credited with sales spike

The spike in eyebrow makeup sales can be Top 10 eyebrow makeup brands traced to a petite Romanian immigrant who became Beverly Hills’ most sought-after eye- BRAND SALES* % SALES CHG UNIT SALES* % UNIT CHG brow guru. Although Anastasia Soare’s Anas- Maybelline EyeStudio Brow Drama $27.3 85.5% 3.3 62.5% tasia Beverly Hills products aren’t available in Maybelline EyeStudio Brow Define + Fill 16.9 NA 2.3 NA mass, her magic with brows is credited with Maybelline EyeStudio Brow Precise 14.6 167.8 2.0 164.2 waking up the entire category. Cover Girl Brow and EyeMakers 12.4 -1.3 3.1 -2.4 The quest for the perfectly manicured brow Revlon Brow Fantasy 11.4 -5.2 1.5 -5.3 created by her golden ratio technique has fil- Maybelline Define A Brow 10.4 -7.9 1.6 -8.6 tered to mass, where IRI just reported a 47% Maybelline Expert Wear 8.8 -7.5 2.5 -8.2 jump in eyebrow makeup sales for the 52- L’Oréal Brow Stylist Designer 7.7 108.0 1.0 108.1 week period ended May 15. NYX 7.5 27.9 1.2 39.2 To be sure, Soare isn’t the first eyebrow expert L’Oréal Brow Stylist Sculptor 6.3 -0.9 0.7 1.3 to boost the business; Ramy Gafni did the same TOTAL $201.7 47.1% 36.5 19.0% several years ago. But Soare has been the most prolific at using social media to spread her mes- * In millions Source: IRI for the 52 weeks ended May 15 across total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military sage. Her platform of choice is Instagram — the commissaries and select club and dollar retail chains) perfect showcase for brows. Soare’s daughter Claudia, president of Anastasia Beverly Hills, convinced her mother to try Instagram. “I real- WHAT’S HOT ized after a few months that this is the best plat- form for my company,” Soare said. She’s sur- Strip away aging with Contours Rx strips passed 10 million Instagram followers thanks to REDONDO BEACH, Calif. — What’s next for her updates. She posts every two to three hours, eyes? At least one company hopes it is a necessitating up to four outfit changes per day. nonsurgical eyelift. She said it is worth the effort. “I used to go Contours Rx is an instant, medical- to Nordstrom and touch 100 people a day. I put grade, eyelid-correcting strip. When ap- a post, and I will get 100,000 comments,” she plied on the , it creates the appearance explained. It is no surprise to her that women of a wider eye. Strips come in different are flocking to eyebrow products. “It is the one In addition to its current brow offerings, L.A. Colors is sizes, depending on how much excess releasing a 13-piece brow collection for $5.99. element in your face that will change every- eye skin needs improvement — 3 mm for thing. It’s one feature on your face that will ning of a category experiencing robust sales. a “slight” lift to 8 mm for “maximum” lift. bring balance and proportion if it is shaped Overall eye, in fact, was up 12% in dollar vol- Strips also are dermatologist-tested, hypo- correctly,” she explained. ume. Eyeliner dollars are turning up as con- allergenic and latex-free. It didn’t take long for mass market brands sumers use newer liners for a cat eye style. Mas- The Redondo Beach, Calif.-based to jump onto the budding eyebrow craze. The caras, always a strong contender, churned out a company currently sells predominant- growth numbers are impressive. Maybelline’s 15% increase, fueled by new technologies and ly online and in spas, but if the concept Eyestudio Brow Drama is posting anywhere better brushes that complement newly arched takes off, it could usher in a whole new from 85% to 160% gains, depending on the brows. While brow kits are mostly on off-shelf nonsurgical category for drug stores. SKU. L’Oréal Brow Stylist Designer Eye Brow promotional displays now, retailers plan to in- Makeup contributed 108% sales leaps. NYX, tegrate them into planograms. which had been out ahead of many mass The wardrobing approach to eye wasn’t wast- brands, still managed to post strong sales in ed on Revlon as it looks to ride a sales wave creat- 2015 with an almost 30% jump. According to ed by its Love Is On campaign. Rite Aid recently buyers, L.A. Colors has an emerging kit, offer- erected an endcap, called the Eye Zone, devoted ing a 13-piece brow collection for $5.99. to several eye products, including Revlon’s Color- Contours Rx medical-grade eyelid correcting strips For retailers, brow artistry is just the begin- stay Liquid Eye Pen and Photoready .

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COLOR COSMETICS Color-correcting options provide lift

When Sephora introduced its ucts attracting loyal followers. One compact contour app two years weapon in its arsenal is Aqua Lu- WHAT’S HOT ago, it ignited the contouring minous Perfecting , trend. Now, Sephora has put its ef- which features the merger of a #Nofilter needed with Physicians Formula’s InstaReady collection forts behind teaching women how light-reflecting particle and a pig- CITY OF INDUSTRY, Calif. — Physicians Formula was doing color cor- to “cancel out color concerns.” ment. An Aqua Luminous Perfect- recting before it was trendy. This year, the company built upon that Dark circles? Redness? Dark ing is slated to launch strength with its InstaReady collec- spots? Dullness? The answer is just this fall, and a new lip product is tion, highlighted by its Super BB a click away on the beauty power- scheduled for early 2017. Contour Trio BB Stick SPF 30. It house’s website. Already, mass retailers are ex- was developed to diminish shine And IT Cosmetics’ Jamie Kern pecting major brands to enter the for flawless filter-free social media Lima built her line and a problem- fray. Contour and sculpting kits posts. Linking into National Selfie solution premise after she started brought in much-needed incre- Day, Physicians Formula held a having skin issues, such as rosacea. mental sales this spring. The com- contest encouraging women to Her line became an instant classic plexion correctors expected for Physicians Formula held an Instagram take selfies on Instagram, which on QVC and at . early 2017 should do the same. contest for #NationalSelfieDay. resulted in 12% increases in sales. Becca Cosmetics is regaining its Already the mass market has en- glow with its complexion prod- joyed a lift from , which help correct imperfections. Sales with sales soaring 200%. Maybel- past few years, jumped 3.5% for the of concealers for the 52-week line Fit Me and Revlon PhotoReady tracked period, ignited by upturns period ended May 15 across also scored big. in Maybelline’s Fit Me Matte and multi-outlets were up 12%, Foundations had a halo impact Poreless Foundation, and L’Oréal’s according to IRI. Big gains on the move to correct the flaws Infallible Pro Matte. were posted by NYX (more consumers want to hide; for ex- Younger audiences than 200%), Maybelline ample, more and more women are previously shied (28%) and e.l.f. (27%). In letting their imperfections show away from founda- individual items, Maybel- through, but are covering up such tions, but are now line’s Face­Studio Master severe issues as rosacea. Founda- road-testing them as Concealer stole the show, tions, which had been flat over the they seek the perfect selfie. Physicians For- Top 10 foundations mula took advantage of that in celebration BRAND SALES* % SALES CHG UNIT SALES* % UNIT CHG of National Selfie Day. Revlon ColorStay $57.9 5.9% 5.3 5.4% The other boom- L’Oréal True Match 44.9 -3.9 4.6 -3.6 ing segment is prim- Cover Girl Clean 40.6 -9.2 6.4 -10.7 ers and complexion Maybelline Fit Me Matte + Poreless 31.3 250.4 4.9 250.6 preparation. Makeup Cover Girl TruBlend 30.4 0.2 3.5 -0.5 primers and CC Maybelline Dream Liquid Mousse 28.5 -1.9 3.3 -3.0 creams delivered $490 Cover Girl and Olay Simply Ageless 26.0 4.9 2.0 8.6 million to the beauty Cover Girl Advanced Radiance 24.2 3.9 2.6 -1.0 industry in 2015, ac- L’Oréal Infallible Pro Matte 23.1 267.0 1.9 265.4 cording to NPD. Now Healthy Skin 23.1 10.6 1.7 9.9 there are primers for TOTAL $993.9 3.5% 105.7 2.7% eyes, lips and face, which also are Maybelline’s * In millions building baskets, Master Conceal Source: IRI for the 52 weeks ended May 15 across total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains) buyers said. by FaceStudio 92 • AUGUST 2016 DRUGSTORENEWS.COM

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FACIAL Cosmetics growth helps boost sales

Millennials might not care Top 10 cleansers about fighting wrinkles, but they know the importance of totally BRAND SALES* % SALES CHG UNIT SALES* % UNIT CHG cleaning off their makeup. “One Private label $137.5 6.0% 33.5 5.2% of the things I learned from my Bioré 68.3 47.5 9.4 53.1 sisters was to totally remove Simple 54.3 5.8 9.5 2.3 makeup,” Kylie Jenner told a re- Cetaphil 51.1 22.2 5.8 12.0 porter recently. Olay 46.6 -9.6 7.6 -10.1 Her Snapchat a Burt’s Bees 46.0 21.3 7.1 23.1 blinged-out Pond’s Johnson’s Clean & Clear Morning Burst 40.0 -4.1 11.0 3.4 sent a flurry of young ladies into CeraVe 39.8 24.1 3.7 33.4 drug stores for the iconic brand. Neutrogena Deep Clean 37.0 -4.9 5.9 -5.1 She’s not alone. Millennials are Pond’s 33.4 4.5 7.0 0.5 buying products to take it all off. TOTAL $1,109.8 6.4% 208.8 5.6% The upshot is that, according to data from IRI for the 52-week pe- * In millions Source: IRI for the 52 weeks ended May 15 across total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries riod ended May 15 across multi- and select club and dollar retail chains) outlets, anti-aging product sales are down 5.6%, while cleansers “IT’S A GOOD TIME TO BE WHAT’S HOT jumped 6.4%. The overall skin IN THE FACIAL CLEANSING Wipe the day away with Simple’s reformulated cleansing wipes care category also is down about BUSINESS WHEN YOU LOOK ENGLEWOOD CLIFFS, N.J. — Wipe 0.5%. Another brand getting a AT THE GROWTH IN COLOR boost from the “clean” move- technology has made big waves in COSMETICS.” ment is Kao’s Bioré (up 40% as facial cleansers. Simple Wipes were a — Suzanne Palentchar, brand-building a brand), which revolutionized big part of that growth. Now Unilever’s director for skin care, Unilever North America the category with charcoal and Simple has upped its game. now baking soda. Burt’s Bees “We heard women say they didn’t also is riding the natural wave to Unilever North America. Simple feel wipes completely cleaned make- growth. As far as SKUs, perennial and Pond’s, both from Unilever, up, and that by the time they got favorites Cetaphil racked up sales have new introductions slated to to the end of the pack, the wipes Simple Cleansing Facial Wipes increases of 22%, while CeraVe roll out nationally over the next were dry,” said Suzanne Palentchar, saw a sales increase of 24%. two months. brand-building director for skin care at Unilever North America. The rocket growth of cosmet- In order to appeal to younger Simple’s newest wipes are composed of an improved fabric and ics is rubbing off on cleansers, too. shoppers — while maintaining its feature Aqua-Lock technology to keep every wipe “juicy,” she add- Many young girls even experiment loyal user base — Pond’s is infus- ed. The Simple Wipes are priced at $5.99. with color cosmetics at home and ing its cold cream technology into then wash it all off to start again. its towelettes. “We have a signifi- fective approach” to cleansing a new Simple Skincare Hydrating Unilever has zeroed in on the cant towelette business, and were under Simple. With millennials Cleansing Oil made with 100% interest in facial cleansing. The the first to introduce [makeup re- experimenting with new looks pure grapeseed oil. This follows company is thrilled to see growth mover] wipes in 1999,” Palentchar frequently, the company wants on the heels of the successful in cosmetics because what goes explained. “If we are going to ways to remove makeup without launch of Micellar Water last year, on, must come off. “It’s a good make the brand relevant to a new irritating skin. To that end, a new which is growing at a 64% rate. time to be in the facial cleans- generation, we [have] to up our Dual Effect Eye Makeup Remover Aquation is another new brand ing business when you look at game and offer a more convenient is strong enough to tackle water- emerging on the market. Among the growth in color cosmetics,” wipe to be used on the go.” proof makeup, but is formulated its items is a hydrating cleansing said Suzanne Palentchar, brand- Unilever also is introducing with a cleansing oil so no hard bar, which the company expects building director for skin care at what it calls a “kinder, more ef- rubbing is required. There’s also to be one of the top sellers. 94 • AUGUST 2016 DRUGSTORENEWS.COM

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NATURAL SKIN CARE Surveys say shoppers seek natural options

One solution for stalled mass ing these concerns,” said Eleanor market skin care sales has been Dwyer, research associate at Euro- WHAT’S HOT enlarging natural product choic- monitor International. es. Although “natural” is hard to Some of the natural- and Target welcomes Beautycounter define without true regulation, organic-positioned growth sto- SANTA MONICA, Calif. — When it comes to natural skin care, consumers are at least looking ries pinpointed by Euromonitor Beautycounter is perhaps one of the hottest names in the business. for products with the fewest included St. Ives Naturally Clear, In fact, the company recently generated investments from Bono and harmful ingredients. with sales growth exceeding 40%, his wife, as well as Nude founder, Ali Hewson, as part of its acqui- In surveys, shoppers use terms and Simple, which is not natural sition of Nude Skin care from LVMH Möet Hennessy Louis Vuitton. including clean, vegan and organ- per se but promises safe ingredi- Next up, Beautycount- ic as what they seek in food, and ents and has expanded 13%. A er and Target will unfurl that’s translating into beauty, too. glance at some of the top sellers a collection of skin care The general thought is that what according to IRI across multi-out- and cosmetics products goes on the skin makes it way into lets for the 52-week period ended in 1,500 Target stores. the body. May 15, proves natural is gain- The lineup, available Kline & Co. tallied the natural ing traction. Burt’s Bees was the from Sept. 12 to Nov. 5 beauty and personal care market fifth-largest facial cleanser for — or while supplies last — represents Target’s at $36 billion in 2015, an increase the period, expanding 21%, and Beautycounter product lineup of 10% over the previous year. Aveeno Active Naturals Daily first limited-edition part- In comparison, most traditional Moisturizing is the third-briskest nership with a beauty brand in a 17-year history of more than 150 health and beauty care categories seller in hand and body. designer collaborations across a variety of categories, and demon- were held to less than 3% growth. Oils are perceived as having strates the retailer’s emphasis on differentiating its beauty selection. There’s no denying Korean natural attributes, experts said, It will contain 17 items priced from $12 to $39, including 11 of Beauty- skin care has made a mark on the propelling demand for Emilia counter’s best-sellers, five kits and a new product called Nourishing beauty business. Euromonitor Personal Care, which Euro- Face Oil. Dawn Block, SVP of beauty and essentials at Target, called traces much of the mounting de- monitor noted is available Beautycounter an “industry-disrupting brand known for cleaner, mand for natural ingredients as at Rite Aid, as well as Phy- safer products that are premium in nature” and matches what Tar- being endemic to the Korean sicians Formula’s Argan get’s shoppers want. lines. Korean brands dove- Oil range. tail with shopper demand In the past, one road- for ingredient information. block to natural skin care the FDA does not regulate a lot of recent spurt to millennials who “Natural and organic skin acceptance has been fear the ingredients was terrifying.” are now the major consumers care is growing quickly, of inferior results. Some of the harmful ingre- in stores. Ten years ago, she ac- accelerated by K-beauty’s That’s changed. Make- dients found in other products, knowledged, there was skepti- influential emphasis on up artist Amanda Hume, according to Hume, include di- cism. “Products are a lot more botanical ingredients and who runs a natural methicone, an endocrine disrupt- effective now; there are better raw coupled with increased beauty store in Denver er; paraffin, which causes a slow- materials. All stars are aligned,” concerns about the use of called Vert , thoroughly down in normal cell development; she said. She’s putting money harsh chemicals. Many researches every brand and a preservative called phe- behind it with the biggest media consumers are demand- that goes on her shelves noxyethanol. Instead, Hume’s investment ever for Yes To. ing paraben-, sulfate- and and is creating her own Vert line will feature ingredients Another brand getting a warm phthalate-free products, vegan line. “I felt un- that help sooth and nourish the reception because of its natural and in Euromonitor In- comfortable not being skin, such as jojoba oil, coconut positioning is Skinfix. Several ternational’s 2015 Beauty able to give the true an- oil, carnauba wax and green tea. chains, such as Ulta Beauty and Survey, 21% of U.S. respon- swers when people asked Ingrid Jackel, CEO of Yes To, Rite Aid, are adding shelf space dents reported having Physicians Formula’s me about ingredients,” agreed that natural is “explod- in the more serious sector of skin sensitive skin, compound- Argan Oil she said. “Finding out ing.” She attributed the most care, especially for care of eczema.

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HAIR Curly-haired products spring up at mass

If anyone can attest to the need for the cur- Top 10 hair styling/setting gels/mousses rent rash of hair care products for women with curls, it is Michelle Breyer. BRAND SALES* % SALES CHG UNIT SALES* % UNIT CHG Working as a reporter in Texas, Breyer ex- American Crew $42.5 19.4% 2.6 18.3% pressed her frustration with a lack of products for Got 2B Glued 29.1 -13.2 6.0 -11.4 her curls and built it into a social media empire. Shea Moisture 25.6 15.1 2.7 8.8 That transformed into a business where products TRESemmé TRES Mousse 23.7 0.4 7.0 3.1 for those with curls could get exposure, and last TRESemmé Flawless Curls 19.4 0.2 4.5 -0.4 year her business was acquired by Texture Media. Old Spice 17.5 9.3 2.4 5.2 Breyer, who is Caucasian, has a story that Clairol Herbal Essences Totally Twisted 16.3 -1.5 4.9 3.0 adds credence to the notion that the need for Pantene Pro V 15.9 1.1 3.7 -4.0 products for textured hair reaches beyond eth- American Crew Fiber 15.7 17.4 0.9 16.4 nicities. She hosted a fashion show earlier this Axe Refined Clean Cut Look 15.6 1.4 2.1 1.0 year with models of all races sporting the most TOTAL $1,091.0 -1.0% 221.6 -3.3% fashionable styles of curly hair. Texture Media research revealed that as high as 60% of all * In millions Source: IRI for the 52 weeks ended May 15 across total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military women have some form of textured tresses. commissaries and select club and dollar retail chains) Brands are reacting with a flurry of products formulated for curls, coils or frizz, and sales WHAT’S HOT are showing spurts. Sundial Brands, known for formulations suited for textured hair, chalked Master curls with Boing up gains of a little more than 15% in styling NEW YORK — The popular- products for the 52-week period ended May 15 ity of the movie “Frozen” across multi-outlets, according to IRI. Styling ignited a braid craze. But items, which had been down dramatically, are how was David Shapiro showing signs of growth with only minuscule supposed to get the plait- losses for the period. ed look for his 3-year-old Meanwhile, new products for curly hair daughter Hunter, who has continue to appear on the nation’s shelves. Briogeo Curl Charisma a head of springy cork- Briogeo’s, for example, is undergoing major screws? He is one of many Boing curl sham- rebranding under the eye of founder Nancy ago by Mahisha Dellinger, the line most recent- men who have attended poo, conditioner and gel-cream Twine. Twine used social listening to update ly tapped the power of blueberry extract, which braiding courses taught by her hair care collection, including new packag- is proven to encourage hair growth, repair hair guru Cozy Friedman in her New York sa- ing, new products and a refreshed website. damaged tresses and prevent breakage. lons. The biggest demand comes from those The new items build on Briogeo’s origi- Products for curly hair aren’t only from niche who have to create the looks on offspring nal products, which addressed hair concerns players. Dove Quench shampoo is getting at- with curly or coiled hair. while opting for formulas free of sulfates, par- tention for helping smooth frizz for a softer feel. Friedman is not only helping dads learn to abens, phthalates, silicones, DEA and synthet- When chains are asked about up-and-coming style textured hair, but bringing her line, called ic color. All products are 90% to 100% percent , Marc Anthony’s Strictly Curls Envy Boing, to the nation’s drug stores. With exper- naturally derived and packaged in that is singled out. Herbal Essences Twisted Curls tise garnered in her salons, Friedman devel- are both recycled and recyclable. “When I cre- and Waves is one of the best moves in the range. oped a special curl shampoo, conditioner and ated Briogeo, I didn’t want it to be perceived as And Kao’s John Frieda brand remains one of gel cream. “I also have so many parents come an ethnic line or non-ethnic line, I wanted it to the legend brands for dealing with texture. The into the salon with straight hair who have chil- be for everyone,” Twine said. bevy of oils on the market also is big on curly dren with curly hair seeking advice. This isn’t Also netting attention is CURLS, which has consumers’ shopping lists, such as L’Oréal Par- just about adding products. It is about helping expanded beyond Target to Walmart, Wal- is Advanced Hair Care Extraordinary Oil Curls kids have strong self-esteem.” greens, CVS and Rite Aid. Founded 14 years Nourishing Shampoo.

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AT-HOME DEVICES Consumers desire instant results American consumers love in- Instrumental Beauty is a new col- stant results. That fact is propel- lection of tools from Lornamead. “It WHAT’S HOT ling sales of beauty devices — hair is primarily a line of facial cleansing straighteners, power cleansers, devices, starting with a small ro- New device refreshes skin in a flash blue- and red-light devices for acne tary brush up to a sonic cleansing CHICAGO — Merchants looking for the “next or wrinkles, microderm tools, hair brush that give consumers, who are best thing” in at-home treatments might want to removers and hair growth stimu- looking for technology to keep their eyeball Dermaflash. Sephora is already selling the at- lators. These items tend to provide skin beautiful, a cost-effective way home exfoliation device, which removes dead cells, immediate improvements. to use beauty tools,” Randy Sloan, “peach fuzz hair” and built-up debris. NPD’s Karen Grant, global beau- Lornamead’s president, said. Dara Levy came up with the idea while per- ty industry analyst, said at-home Lornamead leveraged technol- forming Dermaflash in a salon. The idea skin care devices are “carving out ogy and sourcing capability from to create an at-home option came to her one day a place within the beauty industry.” its parent company Li & Fung to in the shower. “We wanted to create something truly Estimates are that the devices launch the new line. Social media unique that would address an unmet need for women,” Levy said. Dermaflash market is expanding at an 8% to helped elicit interest for the col- at-home exfoliation device 10% clip. One obstacle in the past lection, including the vlogger and It is resonating with Sephora customers. has been the price of the items, blogger communities. “They have “This technology brings a sought-after spa treatment into people’s with some feeling they were an ex- even more impact than celebrities, own homes in a safe and efficacious way,” said Priya Venkatesh, the pensive luxury. But as more mass in many cases because they are VP and DMM of skin and hair care at Sephora. market versions infiltrate the mar- perceived as real people,” Sloan ket, prices are coming down. explained. “It is like your friend For example, a few alternatives telling you to use something.” Vlog- sales growth is outstripping tradi- the boundaries of their offers. Wal- to the Clarisonic brand of devices ger campaigns for the beauty tools tional skin care increases. greens, for instance, offers the Baby — which retail around $150 — drove measurable sales both online There are many new appliances Quasar device from Pure Rayz on are popping up at retail. Conair’s and in store, he said. in the pipeline. Foreo is a luxury its website for $249. Power Facial Cleanser for Facial devices are estimated to brand pumping big money into While hair appliance sales were under $20. And many retailers are be approaching $200 million, and building enhanced devices, which generally flat, a few appliance excep- turning real attention to the Conair body devices about $10 million, undoubtedly will filter down to tions were Conair’s Infiniti Pro-Hair True Glow Sonic Skincare Solution, according to industry market re- mass market mimics. Retailers also products, which expanded almost which costs less than $60. search. NPD’s Grant said device noted that online they can stretch 12%, and Remington T Studio Silk collection, with a more than 100% Top 10 hair appliances boost in dollar sales for the 52 weeks ended May 15, according to IRI. BRAND SALES* % SALES CHG UNIT SALES* % UNIT CHG Retailers also singled out con- Conair $91.7 -10.3% 6.4 -9.7% tinued interest in men’s products, Conair Infiniti Pro 75.8 11.8 2.3 10.0 especially beard trimmers. Men’s Helen of Troy Revlon 35.3 -5.2 1.8 -14.8 power cleansers are now available Remington 33.8 -6.6 1.5 -16.8 in the prestige market and could be Helen of Troy Revlon Perfect Heat 25.7 -17.0 1.7 -9.7 on the radar in mass, buyers said. Remington T Studio Silk 25.4 161.3 0.9 169.1 One challenge has been where Wahl 23.3 10.1 0.7 11.7 and how to merchandise the gad- Conair Infiniti 21.9 0.8 0.8 -2.5 gets. For some, the decision has Wahl Color Pro 19.3 -4.7 0.8 -3.7 been made to cull space from slow- Remington T Studio 17.0 -51.6 0.6 -51.1 er-moving and over-extended skin TOTAL $759.0 -0.9% 34.6 -3.5% care areas. To highlight the ben- efits, several retailers have created * In millions “play” displays so people can actu- Source: IRI for the 52 weeks ended May 15 across total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries and select club and dollar retail chains) ally touch the products. 100 • AUGUST 2016 DRUGSTORENEWS.COM

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