BEAUTY CARE

Mintel: ‘Down to Earth’ beauty will continue through 2011

BY Antoinette Alexander

CHICAGO — Beauty companies will be looking to get "down to Earth" in 2011, according to Mintel, an independent provider of market intelligence.

The "down-to-Earth" trend is closely linked with sustainability and addresses the practicalities of making and marketing green beauty products. Factors include managing price pressure due to varying supply and demand of natural and organic raw materials, and learning to master the challenges of green chemistry, such as the use of sustainable surfactants, "green" solvents and alternatives to parabens, Mintel stated. The free-from formulas that were a major trend in 2010 will further evolve to avoid petrochemically derived ingredients.

According to Mintel, 13% of new skin care, hair care and cosmetics made the paraben-free claim in 2010, up from 5% in 2008. In addition, nearly 9% of new skin care, hair care and cosmetics made the organic claim in 2010, twice as many as in 2007. The all-natural claim was found in fewer than 3% of launches in 2010.

"Paraben-free claims actually outpaced organic and all-natural claims in new skin care, hair care and cosmetics launches in 2010, backing up Mintel’s Nu Natural trend that predicted that brands would emphasize results and free-from claims over certification," stated Nica Lewis, head consultant at Mintel Beauty Innovation. "[This year] will see beauty companies placing increased importance on the environment, focusing on sustainable sourcing with attention to maintaining biodiversity. A renewed emphasis on repackaging to minimize waste will also be a factor."

Mintel also stated that, around the world, anti-aging claims still are important, with more than 1-in-4 launches making this claim — up 5% compared with 2009. New skin care products with environmentally friendly packaging also were up 5% on the prior year, showing manufacturers’ commitment to recycling and eco-friendly materials.

Added Vivienne Rudd, senior beauty analyst at Mintel, "[The year] 2010 was a year for rebuilding, with new skin care product launch activity almost matching prerecessionary levels. The past year saw [mergers-and-acquisitions] activity resumed, too, as credit markets eased, with consolidation amongst ingredient suppliers and Unilever, Shiseido, L’Oréal, Estée Lauder and Coty all inking deals. This development will influence brands in the year ahead from a marketing perspective linked to the down-[to]-Earth trend, too. Simplifying text and ‘stripping back’ to tell straightforward, direct stories of plant-based ingredients will be key, and manufacturers who treat consumers as educated shoppers instead of novices stand to benefit."

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BEAUTY CARE

CVS boosts ExtraCare program with Beauty Club

BY Antoinette Alexander

WOONSOCKET, R.I. — As announced at CVS Caremark’s 2010 analyst meeting in October and reported by Drug Store News, the company’s retail division is extending its successful ExtraCare loyalty program by officially launching the new ExtraCare Beauty Club, the first-ever beauty club program for the retail pharmacy industry.

CVS/pharmacy is launching the beauty club program during the People’s Choice Awards 2011 on CBS at 9 p.m. EST.

The CVS/pharmacy ExtraCare Beauty Club provides ExtraCare cardholders who register their cards with additional rewards on beauty purchases and other beauty-specific benefits. CVS/pharmacy Beauty Club members will receive a 10%-off beauty shopping pass upon enrollment, $5 in ExtraBucks rewards with every $50 beauty purchase and $3 in ExtraBucks rewards on the member’s birthday, as well as special beauty offers throughout the year. Members also will receive monthly e-mail newsletters with exclusive coupons, tips from experts and new product information.

"Because of our ExtraCare program, we know our customers and what they want from their beauty shopping experience at CVS/pharmacy," stated Cheryl Mahoney, VP beauty care for CVS/pharmacy. "The launch of the CVS/pharmacy Beauty Club, which is the first-ever beauty rewards program for the chain-drug channel, takes the value of ExtraCare to the next level for our beauty customers by offering insider access to deals, expert tips and exclusive product access and information. The CVS/pharmacy Beauty Club is an extension of our commitment to the beauty customer and further positions CVS/pharmacy as the destination for beauty."

The CVS/pharmacy Beauty Club will be announced during a special, sponsored program titled "Your Beauty Your Vote" tonight during the People’s Choice Awards 2011, a Procter & Gamble presentation. As a part of the program, the People’s Choice Awards 2011 and CVS/pharmacy invited consumers to vote online for their preferred club benefits.

Celebrity host Queen Latifah will announce the launch of the CVS/pharmacy Beauty Club during the live broadcast. Celebrity stylists Bobbie Thomas and Robert Verdi also will participate with "CVS Beauty Club Moments," where audience members will be chosen to receive upgraded seats during the show and will receive CVS/pharmacy gift cards.

ExtraCare members can sign up for the CVS/pharmacy Beauty Club online or in store by presenting their ExtraCare cards and an enrollment certificate. Viewers who enroll starting on Jan. 5 through Jan. 6 at 11:59 p.m. EST online at CVS.com/BeautyClub also will be entered into a sweepstakes for two tickets to the People’s Choice Awards 2012 and $500 worth of beauty products.

The ExtraCare program was created in 2001 to reward loyal customers with discounts and provide them with information and offers relevant to their personal needs. Today, CVS/pharmacy ExtraCare is the largest retail loyalty program in the United States with more than 66 million active members.

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Sally Hansen launches new lip products

BY Antoinette Alexander

NEW YORK — Coty’s Sally Hansen brand is looking to perfect pouts this year with several new lip products.

From deep lines to dry lips to thin and parched pouts, Sally Hansen has developed new formulas to help eradicate lip issues. The new vitamin-powered lip treatments are infused with superfruits acai and pomegranate to help promote moisture retention. The Vitamin Lipcare collection includes:

  • Vita-A lip line smoother is a peach-flavored lip saver formulated with a vitamin A peptide nutrient complex. The lip detox is known to smooth lines and soften lips;

  • Vita-B lip moisturizer is formulated for dull, dehydrated lips. The juicy, berry-flavored lip treatment contains vitamin nutrient complex B to help boost lip moisture and hyaluronic filling spheres to smooth imperfections;

  • Vita-C lip plumper is a tangerine-flavored blend of vitamin nutrient complex C that promises to stimulate collagen production and micro sponges for fuller-looking lips; and

  • Vita-E lip soother is a vanilla-flavored, vitamin-powered lip treatment that is infused with nutrient complex E and essential fatty acids to soften lips.

The products are priced at $4.95 each.

Also new for lips is a lip shimmer plumping balm, which is an ultra-plumping, custom-color gloss that reacts with customers’ unique pH to create the perfect shade. Marine filling spheres and polypeptides hydrate and swell to fill lip contours, creating a voluminous look.

To relax lip lines and restore the appearance of lip tone and elasticity, there’s the new instant lip line relaxer. To calm and soothe dry lips, there’s the new daytime lip recovery with a multivitamin conditioning complex, soy and peptides.

The lip shimmer plumping balm, instant lip line relaxer and daytime lip recovery are priced at $9.95 each.

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