BEAUTY CARE

Dr. Miracle’s reveals new branding campaign through revamped site

BY Antoinette Alexander

NEW YORK — Ethnic hair care brand Dr. Miracle’s unveiled this week a new branding campaign through the relaunch of the DrMiracles.com site.

“Dr. Miracle’s is a brand that serves a population of women who define their own beauty, especially where their hair is concerned, and empower themselves by understanding the products that they consume. They also share tips and thoughts on beauty with their peers through social media channels frequently. Our new campaign focuses on the creation of her very own treatment plan, allowing her to be a contributing partner in her own prescription for hair health,” said DRM-JPC brands CMO Kimberly Hairston.

Consumers who visit the newly developed website will have access to an interactive diagnostic tool designed to provide them with customized solutions for their hair health challenges. In addition, consumers have the opportunity to upload a “selfie” for a chance to serve as our website model of the month, participate in the “Ask the Doctor” feature and access all of the Dr. Miracle’s social media platforms.
 

 

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Study: Many younger men use facial moisturizers

BY Antoinette Alexander

CHICAGO — Some men may not like to admit that they have a skin care regime, but according to new research from Mintel, many younger men report using a facial moisturizing product.

According to Mintel, 58% of men ages 18 years to 24 years and 63% of men ages 25 years to 34 years report that they use a facial moisturizing product.

This is in stark contrast to the 32% of those ages 55 years to 64 years and 29% of men older than 65 years from other age demographics claiming to do the same thing.

“That younger men are more participative in the facial skin care category bodes well for the future growth of the men’s skin care segment as younger men will likely continue using products as they age,” said Gabriela Elani, home and personal care analyst at Mintel. “The fact that sales of men’s personal care products have risen so sharply over the past five years highlights the growth in product categories that have traditionally been segmented by gender, such as antiperspirant/deodorant, shaving and shower products.”

The men’s personal care market will reach $3.9 billion this year, enjoying growth of 15% since 2008. Despite the increased use of facial skin care among young men, such toiletry products as antiperspirant/deodorant, shower gel and hair care products enjoy the highest market penetration, as male consumers use these products on a daily basis to maintain their personal hygiene.

The men’s antiperspirant/deodorant segment has increased by 13% from 2008 to 2013 and is now worth $1.4 billion. Mintel projects that this segment will continue to grow steadily year-to-year into 2018. The continued growth is not surprising as some 95% of men report that they use an antiperspirant/deodorant product, making it the most commonly used product among all male respondents, Mintel stated.

When it comes to personal care products, men are loyal. More than half of all men (52%) say they tend to stick to the same brands of toiletries and grooming products. In addition, 34% of men like to smell their personal care products before buying them and 20% favor two-in-one products to save time.

“It will be a challenge for companies and brands to expand the current market, as men don’t have a strong interest in trying out new product forms. In order to accelerate category growth, companies should focus on improving the functionality of male-specific hair care and facial skin care products in order to persuade men to switch over from general market products. Improved functionality could also influence nonusers to try out products in these categories,” Elani said.

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Julep’s NYC pop-up store integrates e-commerce, store experience

BY Antoinette Alexander

SEATTLE — Beauty brand Julep’s is celebrating the holidays with its first pop-up store in Manhattan — but with a twist.

"With our first pop-up, we’re bringing online retail to the physical world,” Jane Park, CEO and founder of Julep said. “Most pop-ups are temporary retail stores that leave customers thwarted when they’re gone. With the Julep New York pop-up, we’re seamlessly integrating e-commerce subscriptions into the store experience, turning a one-time shopping trip into a long-term customer relationship.”

Coming to 102 Fifth Avenue between Dec. 13 and 22, Julep is inviting visitors to experience its online Maven subscription program in the real world. Visitors can discover their style profile, customize the product mix for their monthly Maven boxes, or gift the subscription to a friend or family member. Shoppers will not only walk out of the pop-up store with their first Maven box, but also the promise of receiving a personalized assortment of Julep’s new products straight to their door each month.

What shoppers can do at Julep’s New York City pop-up location:

  • Build a customized Maven box: Shoppers can experience Julep’s online Maven beauty box in-person and choose $40 to $60 worth of products — including limited edition nail colors and the beauty and skin care formulas— for $19.99. By becoming a Julep Maven in-store or purchasing a gift membership, shoppers will also receive 20% off all other purchases within the pop-up.
  • Shop Julep’s most innovative products: Through the subscription every month, Julep Mavens are given first dibs at Julep’s most innovative new-to-market products. At the Julep pop-up, shoppers will be able to shop the best of the best, including such products as Bare Face Cleansing Oil, Luxe Repair Skin Serum, Konjac Facial Sponge, Oxygen Nail Treatment, and Freedom Polymer Top Coat. Shoppers can also take a sneak peek the Julep Idea Lab for an inside look at the brand’s crowd sourced product development process.
  • Shop curated holiday sets: On a first-come, first-serve basis, shoppers will be able to browse and shop Julep’s limited edition curated holiday gift sets, which include some of the latest products grouped into colorful, ready-to-gift packages.
  • Purchase the ultimate holiday gift: For the beauty enthusiast who has everything, Julep will offer a $10,000 package that includes the chance to create your own nail color, name it after yourself or a woman who inspires you, and receive 100 bottles of the polish to pass out to family and friends. One hundred percent of the proceeds from the sale of the polish will go to a charity of the customer’s choice. All visitors to the pop-up shop will also be able to enter to win this package.

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