‘Accessories’ give makeup, sales a boost
For that ultimate flawless finish, women have discovered the beauty of such products as primers, perfecting bases or setting mists — products that even skin tone, disguise fine lines and wrinkles, improve makeup wear-ability and prevent color from running or fading. In other words, they are those little magic tricks in a bottle.
According to data provided by IRI, sales of "beauty accessories," which is the category that houses such products, rose more than 12% to about $63.5 million for the 52 weeks ended April 21 at total U.S. multi-outlets. That’s pretty impressive growth, and the boost in sales is likely to continue as women search for products that improve the wear of makeup and make skin look healthier, younger and luminous.
And manufacturers are responding to the demand. For example, L’Oréal created its Studio Secrets Professional Magic Perfecting Base. The silky, lightweight formula promises to provide instant smoothing results. It glides onto skin and minimizes the look of pores and fine lines. The result: A unified matte finish that’s flawless.
Then there are products like the e.l.f. Studio Makeup Mist & Set, which acts like a hairspray for makeup. You spray it on after makeup application to set makeup in place or during the day for a quick touchup to refresh.
What’s also great is that such products generally provide incremental sales, as beauty mavens typically are purchasing them to complement their other face makeup.
The Online websites usually buy their beauty products in bulk, which in twist allows them to sell the products at an awfully low cost
At-home trend ‘colors’ nail care market
It comes as little surprise that nail color continues to be hot — red hot — as beauty mavens enjoy the self-expression, experimentation and affordability provided by at-home nail color innovation.
"The appeal and power of the nail category is both the permission to play and the accessibility in price," stated Karen Grant, VP and global industry analyst for The NPD Group. "Even for those on a tight budget, nail products offer a relatively guilt-free treat, with the power to change their options."
According to NPD’s March 2013 "Nail Care and Polish Consumer Report," more than half of women ages 18 years and older have purchased nail products for at-home use or professional nail services in the past year. While many women continue to frequent the salon for professional services, there is no doubt a dynamic do-it-yourself trend at play that is being fueled by on-trend polish shades, special effects like glitter and crackle, and more cost-effective at-home gel polish technology from such players as Red Carpet Manicure and SensatioNail.
As previously reported by DSN, it is estimated that, within the next year, gel polish retail sales will more than double and come in somewhere near the $75 million to $80 million mark, according to Joel Carden, EVP of Pacific World, which markets the SensatioNail at-home gel polish. Carden also said that, based on the findings of a recent survey conducted by Pacific World, prior to using SensatioNail, 56% of the consumers went to the salon for a gel polish manicure. Once having tried SensatioNail, only 9% of these consumers have gone back to the salon for a gel manicure.
Clearly, women are enjoying the nail polish innovation hitting the mass market, and the trend shows no signs of slowing.
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Mass market retailers increasingly are elevating their health and beauty departments to help shoppers look good and feel good — initiatives that are playing out in various forms at retail. To share with readers some of the most innovative efforts currently underway at mass, Drug Store News took a closer look at what’s trending now in beauty.
When you look good, you feel good. And to help shoppers navigate the beauty aisles, retailers increasingly are staffing beauty advisers in stores and implementing in-store services. It is a trend that shows little sign of slowing.
Within the mass market, perhaps the greatest example of this is Walgreens (pictured here), which has an army of 26,000-plus beauty advisers across its store network.
CVS/pharmacy also has some beauty advisers in its store locations nationwide. And in its Pacific Palisades store in Los Angeles, Pharmaca Integrative Pharmacy has opened The Natural Beauty Bar, which offers such beauty services as brow waxing and threading, as well as makeup and lash applications.
Meanwhile, Target has its Beauty Concierge program that the retailer began testing in July 2012 throughout the Chicago area. By October, four more stores were added to the pilot, including the State Street CityTarget. Armed with an iPad, mirrors and product samples, two beauty-trained experts per store, clad in black and wearing a beauty concierge-embossed apron, are on hand throughout various hours, ready to provide advice and help guests. According to Target, the Chicago pilot will run until mid-2013 and will help test the program before a potential 300- to 400-store launch.
Dollar stores are beginning to ramp up their beauty assortments to cater to today’s value shoppers rocked by the recession.
In speaking at the 2012 Industry Issues Summit, hosted by DSN, Mike Bloom, president and COO of Family Dollar, described beauty as "an evolution" for the value chain. "If you’ve been in a Family Dollar lately — at least if you’ve been in our new prototype — you’ve seen significant advancement in not just health, but [also] in health and beauty aids. And I think you’ll see more. Again, if you think about where [our customer] is in this economy, and how her purchasing patterns have changed over the last several years, she’s asked us to carry these products," Bloom said.
Meanwhile, Dollar General also is making a greater push with health and beauty, even promoting beauty on its website.
While it remains in the test phase, Walgreens executives are excited about a new interactive kiosk located in its recently opened Boston flagship store that allows customers to sample a selection of beauty products for $1 each. The kiosk, which was developed by Coinstar, houses product samples from about two dozen different beauty vendors. How it works: You touch the screen to select a category (e.g., fragrance), and the available samples within that category appear on the screen. You then touch the screen to select the sample you want, pay $1 — either cash or credit card is accepted — and the sample is then dispensed.
To give it an extra special touch, the samples even come housed in chic packaging. For example, a sample of Curve fragrance was dispensed in a little black, faux crocodile paper bag.
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