Affordability, benefits give lotions a leg up
A slightly improving economy, a growing consumer base and new formulations that offer value-added benefits are likely helping to fuel sales of hand and body products.
"Inspiring further growth in the category will require enhanced product innovation. This could come from emphasizing product efficacy, increasing a focus on men’s products, as well as through positioning offerings that encourage consumers to purchase products for specific uses," Mintel Group stated in its 2012 report on U.S. body care. "Mainstream brands should find that the time is ripe for promotion of functional product benefits, such as those related to anti-aging. Above all, in the short term, keeping prices at affordable/accessible levels will be key to resonating with consumers."
According to data provided by IRI, sales of hand and body lotion rose more than 5% to about $1.74 billion for the 52 weeks ended April 21 at total U.S. multi-outlets.
The category is dominated by female users and, according to Mintel’s custom consumer research, 97% of women use hand lotion and 96% use body lotion, compared with 80% and 66% among men, respectively. What is important to note is that the female population is set to grow by 4.9% by 2016, according to Mintel, citing U.S. Census Bureau data, with the largest gains among older women.
"Manufacturers and marketers of body care products will need to keep these population trends in mind in years to come. Older women should be well represented in product ads, and product manufacturers should be sure to formulate offerings that cater to the specific needs of these consumers, including anti-aging creams and blemish balms that help tone down the appearance of age spots," Mintel stated.
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Hydration a selling point in facial skin care
Products that claim to hydrate spark some high levels of interest for consumers, so it comes as little surprise that sales of facial moisturizers are on the rise. According to data provided by IRI, sales of facial moisturizers rose nearly 3% to more than $404 million during the 52 weeks ended April 21 at total U.S. multi-outlets.
"Products that claim to hydrate and contain antioxidants generate the highest levels of interest among consumers. This is consistent with the top skin concerns in regards to aging, which include dry skin, and emphasizes the importance of moisturizing anti-aging skin care products," stated Mintel Group in its 2013 U.S. anti-aging skin care report.
When Mintel asked respondents to rank their top skin concerns with regard to aging, 44% ranked dry skin as being their biggest concern. "While dry skin often becomes more of an issue as consumers age, general skin care products are usually able to address this issue effectively," Mintel stated.
"Manufacturers may want to consider high-lighting how skin might need different types of hydration as it ages (i.e., perhaps less oily, quicker absorption, etc.). Manufacturers may also want to emphasize other issues that may be associated with dry skin and worsen with age, such as flaky or chapped skin, redness and uneven skin tone," Mintel added.
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‘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