Ethnic beauty goes green
Whether it is through the elimination of harsh chemicals, the use of eco-friendly packaging or the infusion of proprietary ingredients, the ethnic personal care segment appears to be embarking on a path of greater innovation.
“Marketers have thus ventured beyond the usual hair relaxers, the few darker tints of makeup and heavy moisturizers, to offer premium-to-high-end beauty and grooming regimens sold through pop-prestige outlets, such as Sephora, as well as through TV home shopping networks [like] HSN, QVC and others,” stated market research publisher Packaged Facts in its recently published report titled “Ethnic Hair, Beauty and Cosmetics Products in the U.S., 7th Edition.” The report noted that organic formulations also are driving ethnic HBC sales.
Ethnic hair care, makeup and skin care products are a $2.7 billion business. As for the effect of the challenging economy, the market achieved mid-single-digit increases during the global recession of 2008-2009, and is expected to return to double-digit progress as the recovery proceeds.
One example of new product innovation is ethnic hair care company Green-Wonders, which is expanding its product line with the new Naturalaxer Kit-In-A-Jar. The product is positioned as the first multi-ethnic hair relaxer that is organic, nontoxic and chemical-free.
While the products, including the new Naturalaxer Kit-In-A-Jar, currently are available only online at Naturalaxer.com, the company is looking to take the Green-Wonders line into retail chains and beauty supply stores next year.
This fall, Johnson Products is launching a new touch-up relaxer system and maintenance line called Ultra Care. The new relaxer system not only promotes the company’s Moisture Blend complex—designed to battle dryness and hair breakage—but also uses eco-friendly resins and recyclable packaging. The kit comes in regular or coarse, and has a full maintenance line that includes a shampoo, conditioner and serum.
“The ‘new’ Johnson Products Co. will provide us with a platform to bring product innovations and promotions for Ultra Care and other JPC brands to a unique multicultural consumer group,” stated Eric Brown, CEO of Johnson Products.
To address the specific problems of skin of color, there’s the new Fade systems by Black Opal that shipped in September. The Black Opal Maximum Strength Plus system is specially formulated for skin of color to deliver maximum fading benefits along with conditioning. With the highest concentration of hydroquinone in a nonprescription product, the Maximum Strength Plus system promises to result in a more rejuvenated complexion.
The Black Opal Sensitive Skin system is specially formulated for skin of color to care for reactive skin. It is formulated with Sepi-White, a fading agent derived from lipoamino acids, to target the root of hyperpigmentation and fade dark spots and discolorations.
Crest Pro-Health introduces Complete Rinse
CINCINNATI Procter & Gamble’s Crest has announced the introduction of its new Crest Pro-Health Complete Rinse with fluoride.
Crest Pro-Health Complete Rinse promises to provide six benefits in one: rebuild enamel, help prevent cavities, clean teeth and gums, kill bad breath germs, and freshen breath.
"We wanted to create a mouth rinse that, when paired with brushing, would provide comprehensive oral care," stated Christine McGovern, brand manager at P&G. "Crest Pro-Health Complete Rinse provides benefits for your mouth with the added power of fluoride to help individuals improve their oral health. With the use of this new rinse, we hope individuals will have more confidence in the health of their mouths going into their next dental check-up."
Crest Pro-Health has partnered with Dr. Jamie Sands, a family and cosmetic dentist based in Studio City, Calif., to offer consumers tips and tools to help improve their oral health. Consumers can access information and expert advice from Sands, as well as test their oral health knowledge by visiting AOL Health’s Dental Health Care Center at AOLHealth.com.
Datamonitor notes knowledge gap, concern over natural personal care products
NEW YORK Many consumers worldwide believe that personal care products formulated with natural ingredients are better for them; however, they still are concerned about product efficacy, and most consider themselves unknowledgeable when it comes to the impact of chemicals on their health, according to recent research by research-firm Datamonitor.
More than half (52%) of consumers globally believed that natural ingredients were better for them, and they believed that synthetic ingredients could irritate the skin due to the chemicals used, such as phthalates, parabens and triclosan. They also increasingly are looking for natural alternatives, according to Datamonitor’s July/August 2010 consumer survey. It is this "healthy halo" that consumers feel when they use natural rather than synthetic ingredients that has driven the market for natural personal care products.
Globally, Datamonitor also found that 57% of consumers were either extremely concerned or somewhat concerned about knowing the ingredients used in cosmetics and toiletries. There was, however, a significant knowledge gap, as the Datamonitor survey found that only 16% of global consumers considered themselves highly informed about the impact of chemicals used in everyday products on their health.
Despite the growing concern over the ingredients used in personal care products, consumers also were found to be ambivalent about the efficacy of natural ingredients in personal care. Datamonitor found that 37% of global consumers agreed with the statement, "Health and beauty products formulated with natural ingredients are equally as effective as non-natural products." Meanwhile, 44% of consumers neither agreed nor disagreed. The data suggested that marketers still have some way to go to convince consumers that natural ingredients are just as effective as synthetic ingredients.
"Shoppers will not be prepared to sacrifice performance benefits when it comes to personal care, particularly as many are actively seeking to minimize the time spent on personal hygiene/grooming," stated Matthew Jones, consumer trends analyst at Datamonitor. "Price is also a factor, as consumers will find it difficult to justify any price premiums when there is doubt as to whether they will even see good results."