Ingredients grab attention of ethnic personal care shoppers
Skin care brands that contain such ingredients as shea butter, olive oil and tea tree oil could be missing an opportunity among ethnic consumers, according to research company Mintel.
In Mintel’s “Blacks and Personal Care – U.S.” report dated March 2011, the research company found that just one-third of African-American adults use body and facial care products that are designed specifically for ethnic skin, despite the fact that a variety of brands exist. Mintel believed that the findings suggested that specially designed skin care products are not as important to ethnic shoppers as are other factors like the ingredients.
For example, shea butter is an ingredient that is recognized as a natural and very effective moisturizer that can help battle dry skin. Not all lotions or body washes that contain shea butter are designed specially for African-American consumers, but such products are likely very attractive to this consumer segment.
In light of the findings, Mintel suggested that skin care products already containing such ingredients as shea butter, olive oil, cocoa butter and tea tree oil could be attractive to African-American consumers.
“Marketers should ask themselves, ‘In what way does [my product] address the personal care issues of African-Americans?,’ including dry body skin, oily complexions, irritation and allergic reactions, razor bumps, body acne, scarring, hyper-pigmentation and others,” the research stated.
With regard to anti-aging products, products that claim to offer a more even skin tone and firmer skin, and that correct deep wrinkles — all without clogging pores — likely would appeal to this segment, Mintel added. Those issues typically faced by aging African-American complexions include loss of elasticity, deep expression lines, hyper-pigmentation and other blemishes, dark circles around the eyes, and pouches under the eyes.
The article above is part of the DSN Category Review Series. For the complete Ethnic Beauty Buy-In Report, including extensive charts, data and more analysis, click here.
Energizer Personal Care aims to revolutionize women’s shaving with new Schick Hydro Silk razor
SHELTON, Conn. — Energizer Personal Care is launching in January its new Schick Hydro Silk razor, which marks Schick’s first five-blade razor for women.
The razor, which is the result of seven years of research and hundreds of focus groups, is a combination of technology that delivers a proprietary water-activated moisturizing serum that hydrates skin with each shaving stroke, coupled with patented five-curve sensing blades and skin guards that protect and care for sensitive skin.
"Shaving is an essential part of the female skin care ritual, but is often overlooked. For most women their beauty regimen begins in the shower by preparing their skin by cleaning it, but also shaving it. The shaving process is a big factor in achieving that transformation to beautiful, silky smooth, radiant skin," Energizer Personal Care senior brand manager Matthews Rader said. "The new Schick Hydro Silk razor transforms the shaving experience. This razor delivers moisturization when women need it most in their skin care ritual, during the gentle exfoliation process of shaving. The Hydro Silk razor takes shaving from just a chore to the ultimate way to complement a skin care routine."
Schick Hydro Silk will be available in January, carrying a suggested retail price of $9.99 for the razor and $14.99 for a 4-count refill at supermarkets, drug stores and mass market retailers nationwide.
‘Tis the season to be … mobile
WHAT IT MEANS AND WHY IT’S IMPORTANT — For those who doubt that consumers and their smartphones are inseparable when it comes to shopping, think again. Mobile advertising company Verve Wireless conducted research and found that more than half of consumers are using their smartphones when shopping. The timing of the news is especially critical given the holiday shopping season is upon us and, clearly, holiday 2011 is shaping up to be the “tipping point” for mobile commerce.
(THE NEWS: More than half of consumers use their smartphones when shopping. For the full story, click here)
A study conducted across the 1,300 mobile publishers found that more than 60% of consumers are using their smartphones for shopping one or more times each month. Nearly half of those consumers are using their smartphones to look up price information, followed by product information (24%), reviews (14%) and where to buy (14%).
Those retailers who are hesitant to jump aboard the m-commerce bandwagon for fear of reducing in-store traffic may want to reconsider this thinking. In fact, Moira Koch, VP at Maia Strategy Group, wrote in her latest online blog for Drug Store News that shoppers are not yet switching to mobile purchasing. Shoppers are largely using their smartphones to gather product information, compare prices and make decisions.
Those retailers who make an investment in mobile and develop innovative mobile strategies, such as e-coupons and daily deals, will likely reap the benefits of increased customer loyalty and “traction,” Koch suggested.
This is in line with a recent PriceGrabber survey, which found that 39% of consumers have shopping-related apps on their smartphones and 42% plan to download new shopping apps for the holiday shopping season. When asked why they use such apps to help with holiday shopping, more than half said they find the best prices using mobile shopping apps.