Shopability, new products save face at drug, mass

Antoinette Alexander

Sales of face and eye makeup have been on the rise in the mass market thanks, in part, to product innovation, cash-strapped shoppers buying more mass beauty brands and a greater effort by pharmacy retailers to make the beauty space a posh shopping environment.

According to data provided by SymphonyIRI Group, sales of facial cosmetics (e.g., blush, bronzer, foundation and concealer) rose 5.7% to more than $236 million, as sales of eye makeup rose 8.7% to roughly $267 million for the 12 weeks ended Sept. 5, across food, drug and mass (excluding Walmart, club stores and gas/c-stores).

Among the biggest launches to grace the beauty wall will be Maybelline New York’s new FitME! Collection. This collection, which will hit retail shelves in January, not only features the brand’s largest range of shades to date, but also introduces a new “fitting process” for women when choosing shades. The FitME! cosmetics wall will feature a “Fit Finder” tool making it easy for women to find the right shade of foundation, as well as the corresponding shades of concealer, powder and blush. The wall is segmented into rows, each representing an intensity (e.g., light, medium or dark).

Revlon not only recently introduced its Almay One Coat Dial Up mascara, which has an adjustable dial so consumers can achieve full, fuller or fullest lashes, but also has expanded its Almay Smart Shade franchise with a new anti-aging concealer, which adjusts to skin tone.

Revlon recently launched its Revlon Grow Luscious mascara with a lash-enhancing formula. According to Revlon, 96% of women using the mascara saw instantly longer, fuller, lusher lashes.

There’s also the new Rimmel London Lash Accelerator mascara from Coty. Its Grow-Lash complex promises lashes will look up to 80% longer instantly and, after 30 days of continued use, will appear up to 117% longer.

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