FaceLube skin care targets men
A recent study by market research company NPD Group found that most men are using some sort of grooming product today, such as shave, hair care and fragrance; however, only 25% of men are currently using facial skin care products. The findings suggest that the market is poised for growth, but noted that the challenge is getting him involved and engaged.
The challenges have not gone unnoticed by FaceLube, a new men’s grooming and skin care line that is taking a unique approach to engaging him.
You won’t find FaceLube in the typical personal care aisle or department store counter. FaceLube founder Candace Chen said it is going where the men are, and by year’s end will be selling the product line at new car dealerships.
FaceLube, through its packaging and product descriptions, draws analogies from vehicle maintenance and is in the midst of developing its “2013 models” of product.
Personal care takes to the Internet
With the help of YouTube and Facebook, several beauty and personal care companies are proving that Internet marketing can indeed be quite successful. One prime example is Orabrush, which makes an FDA-approved tongue cleaner. Through a series of YouTube videos, Orabrush went from an online-only offering to now being sold in 20,000 drug stores, supermarkets, discount stores and supercenters.
Orabrush launched its campaign in 2009 with its original “Bad Breath Test” video, which now has more than 16 million views. The company also boasts a healthy following on Facebook with more than 300,000 fans. Since implementing its YouTube campaign, the company has become the third most subscribed sponsor channel on YouTube with more than 166,000 subscribers and more than 45 million channel views.
Meanwhile, making recent headlines with its witty YouTube commercial is Dollar Shave Club, a new e-commerce venture that offers a monthly subscription program whereby subscribers can receive — for about $1 a month — razor cartridges and a compatible stick, right to their door.
Technology revamps beauty shelf
Beauty is increasingly extending beyond the shelf thanks to greater interactivity between the virtual and beauty worlds.
Mintel Beauty & Personal Care recently announced that a key trend to impact global beauty consumers in 2012 is “Kinetique,” and part of that trend is point-of-sale retail and packaging elements. Examples of sound, video and QR codes embedded in beauty packaging have already started to appear. For example, Urban Decay’s Book of Shadows Volume IV has a USB port built into the palette so she can download makeup tutorials and listen to music while getting ready.
Another example is Glamour magazine, which set up in New York City during Fashion Week a temporary, shoppable wall stocked with beauty products. Leveraging SpyderLynk’s Snap-to-Buy technology, beauty mavens scanned 2-D bar codes with an app on their smartphone to instantly buy the product for home delivery.