Men cut into grooming
A recent study by market research company the NPD Group on the men’s grooming market found that more than 9-in-10 men are using some sort of grooming product today, whether it is a skin care, shave or hair care product. In looking at recent sales data from SymphonyIRI Group, the grooming/ shaving scissors segment undoubtedly is a shining star among guys.
Sales of grooming/shaving scissors at food, drug and mass (excluding Walmart) soared nearly 24% to almost $360 million during the 52 weeks ended April 15, according to SymphonyIRI Group.
“The reality is that 9-out-of-10 men now use grooming products of some kind,” stated Kristi Crump, marketing director of personal care at Philips Consumer Lifestyle. “Philips Norelco’s PowerTouch shavers are designed for the guy who is looking for a quick and convenient way to improve his daily shaving experience — wet or dry.”
Crump is referring to the brand’s new PowerTouch and PowerTouch with Aquatec shavers that recently launched at such retailers as Walmart and Target. The PowerTouch with Aquatec features rounded, low-friction heads that adjust to minimize skin irritation, as well as wet and dry technology.
Earlier this year, Gillette unveiled its precision styling tool for men with facial hair. Dubbed the Gillette Fusion ProGlide Styler, it combines Braun’s trimming technology with Gillette’s blade technology to master facial hairstyle with ease.
To help men groom their body, Clio Designs unveiled earlier this year its new longneck DIY cordless rechargeable body shaver called the Hypergroom body groomer. The triple-blade groomer offers bi-directional trimming and shaving.
Teen, tween market shows signs of stabilizing
Attention beauty brands looking to target today’s teens and tweens! The beauty youth market shows signs of stabilization. That’s according to a recent report by market research company the NPD Group, which found that teens’ and tweens’ regular use of beauty products stabilized in 2011, following evidence in 2009 that the youth beauty consumer was becoming less engaged in the beauty category overall.
Study results showed declines from 2007 to 2009 in the percentage of young consumers regularly using beauty products; however, according to the third installment of NPD’s “Insight into the Youth Beauty Market” report, there are some signs of improvement among both female tweens (8 to 12 years) and teens (13 to 17 years).
While the level of engagement in the category today does not appear to be back to prerecession (2007) levels, the types of products being used have remained consistent with 2009 levels. Lip moisturizers/balms, body moisturizers/lotions and mascara continue to be the top three regularly used products among teens; lip gloss, body washes/cleansers/gels and lip moisturizers/balms continue to be the top three beauty products regularly used among tweens today.
Meanwhile, a second study by research firm Mintel that also looked at the youth beauty market found that more than half (61%) of girls ages 9 to 11 years would like to wear more makeup than their parents allow. Mintel noted, however, that products geared toward this age group need to be subtle in appearance and highlight that ingredients are safe for young skin, while also playing on the popular books (e.g., “Twilight” and “Hunger Games”) and TV shows that tweens and teens enjoy.
Average monthly beauty spending estimates among tweens and teens showed moderate increases relative to 2009, another indication that things are improving for young consumers in these age groups, according to NPD.
The price of beauty products is important to both age groups, and “price consciousness” is the self image that female consumers in each age group identify with most often. According to NPD, teens appear to be even more concerned about price than tweens, with higher reported mentions of the statement “I am very cost-conscious when it comes to buying beauty products” describing them completely (42% versus 25%, respectively).
Few young beauty consumers report “paying full price” when purchasing beauty products, with two-thirds of teens and about 7-out-of-10 tweens indicating they “look for items that are on sale” (66% versus 73%, respectively). Although more teens (37%) report “paying full price” than tweens (25%), the percentage of teens reporting they “pay full price” has been consistently decreasing over time since 2007.
Suppliers looking to jazz up dry segment
Sales of hand and body lotions have been lackluster in the mass market, but manufacturers are looking to jazz up the segment through innovative formulas that go beyond simply hydrating dry skin.
Sales of hand and body lotion at food, drug and mass (excluding Walmart) inched up less than 1% to about $996 million during the 52 weeks ended April 15, according to SymphonyIRI Group. The biggest gainer, according to the data, is CeraVe, which posted a sales increase of about 21% during that period.
Coria Labs, a division of Valeant Pharmaceuticals North America, announced earlier this year the expansion of its line of CeraVe moisturizers and cleansers with the new CeraVe SA renewing lotion.
As with all CeraVe products, the newest formulation features ceramides to help restore, repair and maintain the skin barrier. However, this product goes even further with the addition of salicylic acid and ammonium lactate to help loosen and exfoliate dead skin cells. Vitamin D also is present to help keep skin looking smooth and hydrated. The ingredients work to exfoliate, smooth and soften extremely dry, rough, bumpy skin — like those rough patches often found on upper arms and legs that sometimes are referred to as “chicken skin.”
Beiersdorf’s new Eucerin Professional Repair lotion hit shelves in January. Part of the Eucerin Repair line, it is designed for those who suffer from extremely dry skin. It is enhanced with gluco-glycerol to improve moisture supply to the stratum corneum; ceramide-3 to improve barrier function and reduce water loss; and 10% urea, the highest percentage available without a prescription, to rehydrate dry, scaly skin.
Meanwhile, AmLactin, an Upsher-Smith Labs brand, now dons a fresh new look and a new family name: AmLactin Alpha-Hydroxy Skin Care. The contemporary design graces white, pearlescent bottles and tubes complemented by a series of vibrant colors and a sig- nature droplet. AmLactin Alpha-Hydroxy Skin Care includes AmLactin moisturizing body lotion, AmLactin ultra hydrating body cream for severe dry skin and AmLactin foot cream. All three products contain alpha-hydroxy acid moisturizers to exfoliate and hydrate the skin.