NEW YORK — Maybelline New York is taking a new approach to mascara with Mega Plush by Volum’ Express — the brand’s first gel-mousse mascara.
The new gel-mousse formula contains 40% less hard waxes. Volume is further amplified through its Flexor Brush technology. The oversized brush works two ways: The big bristles envelop each lash, while the flexible head shock-absorbs for less pulling and more lifting. The result? Mega volume that is soft as velvet. The new Mega Plush mascara comes in five shades and will be available as of June at a suggested retail price of $7.77.
Q&A: World of success
Pacific World is a provider of nail care products and beauty accessories and sells its products in more than 85,000 doors in more than 80 countries. Joel Carden, EVP of Pacific World, recently talked with Drug Store News about what has led to the global beauty company’s success and how it continues to achieve growth through retailer partnerships, innovation and mergers.
DSN: Pacific World is known for its category management and ability to provide insights and analysis. What sets Pacific World apart from rivals when it comes to category management?
Joel Carden: It is going to sound basic, but I really think that the key to success in category management is a true understanding of what the consumer wants and what the consumer is communicating. We do this through both insights and data to help the retailers sort through information to provide them the best possible shopping experience for their consumers based on the knowledge that we’re able to accumulate. In this process … trust between the retailer and category partner is really critical. … There are a few steps to insure that the category management process is maximized for each retailer. This includes: A clear understanding of each specific retailer’s departmental goals and objectives. We want to make sure that we don’t approach category management for each retailer as a cookie-cutter approach. … And we want to combine consumer insights (forward view) with the analytical insights (historical view) in an objective manner. … Of course, once you make the recommendations and implement the recommendations, you want to make sure there’s a process by which you measure results and make adjustments as needed.
DSN: For 2012, the company has brought to retail its new SensatioNail gel polish. Why is SensatioNail an important launch for the nail segment at mass?
Carden: SensatioNail is a great example of an idea that had taken off in the salon industry, and we were watching it carefully because we believed it was a huge opportunity for the mass market. … The opportunity was to provide the mass market consumers with a DIY approach to what the consumers were experiencing in the salon with great results but for a fraction of the cost. We were well aware of the salon trend and were watching it closely in conjunction with working closely with our vendor partners to ensure that we could achieve the best possible result. … It includes LED lights, which cure the gel polish, and it was crucial that these LED lights worked well with the polish formula. … Fortunately, we were very successful with achieving great results and, most importantly, we were successful in achieving a “first to market” with this product.
DSN: In October 2011, Pacific World merged with the W.E. Bassett Co., which is a supplier of beauty implements. Why was this merger important and what does it mean for Pacific World?
Carden: The merger really allowed us to bring two very good companies together to make one great company. The combined expertise of both companies working together today is much more powerful than either company, by itself, could have been. Additionally, it places Pacific World into a significantly more important role for all of our top retailers. We are either the No. 1 or No. 2 provider of total nail care products and beauty accessories in most, if not all, of the top retailers in the United States and internationally. It places us in a very strong position to really provide the key elements of best practices to our retail partners, including, but not limited to, innovation and category management.
For the full audio Q&A, click here.
Bonkers for BB creams
Beauty mavens are going bonkers for BB creams!
Exactly what is a BB cream? It is a relatively new multifunctional product, also referred to as ‘blemish balm’ or ‘beauty balm,’ that combines the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums.
BB creams, which are not a foundation or a tinted moisturizer, were invented by German dermatologists in the 1960s as a soothing post- treatment cream. The item then caught on in Korea as movie stars sought a flawless complexion without looking made up.
While the incidence of buying BB creams within the United States is still pretty small, there’s no doubt that they are quickly growing in popularity and more manufacturers are jumping on the bandwagon.
“About half of all beauty shoppers are sitting on the fence, saying they may or may not buy BB creams in the future. Why does that matter? Almost 7-in-10 BB cream purchasers have replaced either a makeup or skin care product with a BB cream. Even though usage is low right now, as more brands enter the market and the category grows, cannibalization could become a much larger challenge,” stated Karen Grant, VP and senior global industry analyst for the NPD Group.
According to the market research firm, in the 12 months ended March 2012, BB creams sold in U.S. department stores generated nearly $9 million. Women told NPD that, while they expect BB creams to provide skin care and makeup benefits, they want to understand more about the product and how it works. According to NPD, about 8-in-10 beauty shoppers like beauty products that offer multiple benefits, and that rises to just more than 9-in-10 for BB cream purchasers. The top five benefits expected from a BB cream include: natural looking coverage (52%), moisturizes/ hydrates skin (47%), nourishes/treats skin (42%), provides SPF sunscreen protection (42%) and improves skin texture (38%). NPD stated that, although the incidence of purchasing BB creams is still small (2% of total beauty shoppers), the majority of purchasers said they’re extremely or very satisfied with their last BB cream purchase, and 77% expressed positive repurchase intent. According to the NPD report, almost 4-in-10 beauty shoppers overall said that they would consider buying a BB cream in the future.
Browse prestige beauty departments and you’ll find a handful of BB creams from such brands as Estée Lauder, Too Faced, Clinique and Smashbox. However, mass market beauty companies are taking notice. L’Oréal USA has brought to retail its Garnier Skin Renew Miracle Skin Perfector BB cream, which promises to even tone, hydrate, renew, protect and brighten skin in one application.
More recently, L’Oréal USA has announced the June launch of Dream Fresh BB from Maybelline New York. This 8-in-1 skin perfector is oil-free and is 70% water. The sheer color promises to provide a natural finish and evens out skin imperfections, eliminating the need for heavy foundations or tinted moisturizers. It also protects skin with SPF 30. It comes in five skin-adjusting shades and has a suggested retail price of $8.99.
“Maybelline New York’s Dream Fresh BB has been a phenomenal success throughout the world. We are proud to bring this innovation to our U.S. consumers,” stated David Greenberg, president of Maybelline New York-Garnier-Essie. “Today’s consumers are hyper-attuned to the latest global beauty trends. The introduction of Dream Fresh BB brings a new category to our face portfolio of products so that we offer our consumer the most comprehensive portfolio to address her face needs.”