BEAUTY CARE

New report outlines most effective tools to reach women

BY Antoinette Alexander

SANTA MONICA, Calif. — Women are increasing the time they spend researching products and are enticed by samples, according to the findings of a new report by Total Beauty Media Group, a digital publisher of beauty and health content.

The new report, entitled "Get Added To The Shopping Cart: How Brands Can Better Engage Women Researching Products Online," provides insights on female shoppers, demonstrating how they engage with brands online.

“The beauty and health product category releases more than 3,000 products each year. Eighty percent are being sold in mass channel retail locations where there is little guidance, which is a great learning for many marketers who want to fine tune how they market to women,” stated Emrah Kovacoglu, founder and CEO of Total Beauty Media Group. “We conducted this research to provide brands with a deeper perspective on the mindset of the female shopper as she’s crafting her shopping list, since that’s a critical point at which her purchase intent can be influenced."
 
The report outlines additional insights, including:

  • Women spend 50% more time researching products online when those products are surrounded by related category content, such as editorial reviews or consumer ratings;
  • 66% of women were brand-specific when they began their research;
  • More than one-third of women could be enticed by a trial; 32% of women indicated that a sample served as a top influential touch point that drove their purchase; and
  • “Top” products matter: 50% of products researched contained “best” rated or reviewed attributes.

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NYC New York Color launches new topcoats for an instant manicure makeover

BY Antoinette Alexander

NEW YORK — Coty’s NYC New York Color brand is introducing in its spring 2012 collection the new Matte Me Crazy and Big City Dazzle Sparkle topcoat for nails.

With the new Matte Me Crazy topcoat, beauty mavens can move from shiny nails to matte for an instant dose of muted modern style by applying a coat of Matte Me Crazy.

Take nails from the office to after-hours with a quick-drying coat of sparkle with the Big City Sparkle topcoat. It can be applied to bare nails for sheer shine effect or layered over a nail color for a bold, eye-catching look.

The new nail products retail for $1.99 each.

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Maybelline NY launches Illegal Length Fiber Extensions mascara

BY Antoinette Alexander

NEW YORK — Maybelline New York is defying the rules with its new Illegal Length Fiber Extensions mascara, which features fiber-extension technology for longer-looking lashes.

Maybelline New York has incorporated 4-mm black fibers into its formula. These elongated, dark fibers provide a dramatic length to lashes. Its exclusive Fiber Fix formula is designed to seal the fibers to each lash while the Fiber Fix brush catches each lash for optimal fiber placement.

“Illegal Length Fiber Extensions mascara is the answer for every woman who wants ultra long lashes” stated Carolyn Holba, SVP marketing for Maybelline New York-Garnier-Essie. “The incredible 4-mm lengthening effect provided by our exclusive formula and brush combination is unlike any other mascara on the market.”

The mascara is available at mass retailers nationwide beginning this month at a suggested retail price of $8.95. Illegal Length is available in five shades: washable shades blackest black, very black, brownish black; and waterproof shades blackest black and very black.

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