BEAUTY CARE

Carmex enters skin care category

BY Antoinette Alexander

MILWAUKEE Carma Labs, the maker of Carmex lip balm products, is expanding beyond lip balm for the first time with the launch of its new skin care product line: Carmex healing lotion and Carmex healing cream.

Carmex skin care products will be available exclusively at all Walgreens locations in the United States and Walgreens.com beginning in August, and through Drugstore.com beginning in September.

"For years customers have asked us to develop a skin care product that works as well as the lip balm," stated Paul Woelbing, president of Carma Labs. "We’re leveraging our 73 years of experience to bring the healing power of Carmex to skin and to give our customers what they’ve been asking for."

The lotion is for everyday use, while the cream is intended for more intensive healing.

Carmex healing lotion features aloe and vitamin E to moisturize, heal and protect skin from dryness. It has a light scent and is formulated for daily use.

Carmex healing cream is a thicker, more concentrated formula that penetrates deep into the skin to repair extremely dry, cracked skin. It features nine concentrated healing and moisturizing ingredients and can be used anywhere on the body. It is particularly effective on areas that typically get very dry, like the hands, feet, elbows and knees.

The suggested retail price for the new Carmex healing lotion and healing cream is $5.99 each.

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A Beautiful Life teams up with Urban Outfitters

BY Antoinette Alexander

LOS ANGELES Mass-market beauty brands have one more competitor to put on the radar screen as A Beautiful Life Brands has teamed up with retailer Urban Outfitters to sell ABL’s line of beauty products in Urban’s top retail locations and within the "beauty" section of the retailer’s website.

Starting in July, Urban Outfitters is stocking ABL’s complete range of products including S’stains lip gloss, ABL nail care, Pre Game texturizing spray, Smitten perfumes, I Heart Unicorns perfume and the complete line of ABL skincare.

"Back in ’09 we launched The All Nighter Styling Powder and Urban Outfitters was the first major retail location that took a chance on us, and that continues to be a best-selling product for them. We are thrilled to be moving forward with our complete beauty range at Urban Outfitters — they are a perfect fit for us," stated Tony Artur, ABL Brands CEO.

Founded in 1970, Urban Outfitters operates more than 130 stores in the United States, Canada and Europe, all offering an eclectic mix of merchandise ranging from men’s and women’s apparel and accessories to items for the apartment. The retailer’s target audience is "the educated, urban-minded individual in the 18 to 30-year-old range."

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Latina beauty sector a power play for suppliers

BY Antoinette Alexander

Latinas tend to over-index on beauty products as, in their opinion, beauty means power and upward mobility, Mintel’s senior analyst of multicultural reports, Leylha Ahuile, said during a recent webinar. This is one reason why these 23.6 million beauty mavens are a sweet spot for brands.

“The majority of Latinas take great pride in looking as beautiful as they can, and this is why they over-index in their consumption of many beauty and personal care products,” Ahuile said during the June 16 “Marketing to Today’s Latina” webinar. “Beauty for both older and newer generation Latina means power and upward mobility,” Ahuile added.

However, it is important to note that not all Latinas—which by 2050 will comprise a quarter of the U.S. female population—approach beauty the same way.

According to Mintel’s research, English-dominant and bilingual Latinas consume more makeup than those who only speak Spanish, and household income also has a significant impact on makeup consumption. Latinas with a household income of $50,000 to $75,000 consume the most makeup, compared with those of any other income bracket.

While many women tend to use less makeup as they age, that is not the case with Latinas. In fact, Latinas in their 50s and 60s are 20% more likely to consume makeup than non-Latinas in the same age group. Ahuile noted that there seems to be few beauty advertisers targeting the Latinas in this age group.

Another factor that makes Latinas ideal beauty shoppers is that they are not afraid to experiment with makeup. More specifically, Latinas—especially U.S.-born Latinas—love to focus on their eyes and are high users of eye shadow, eyeliner and mascara. And when it comes to lipstick and lip gloss, they are likely to never leave home without it.

“Keep in mind that U.S.-born Latinas are likely to be English-dominant and are more likely to want to see products designed for [them], and [their] media language preferences are beginning to change. All of this impacts [their] product choices and how advertisers should communicate with [them],” Ahuile said.

Ahuile said that there is no one “Latina look” and, given the different skin tones of Latinas, a wide range of products should be developed. “It is not always easy for personal care companies to hone in on the specific needs of the Latina consumer; therefore, a wide range of products need to be developed to meet the needs of Latinas,” Ahuile said.

“What was really surprising was the high number (81%) of Latinas who would like to see more personal care products with bilingual packaging,” Ahuile added. This strong desire for bilingual packaging is more about being acknowledged and respected by the brand.

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