NPD: Blemish balm market poised for growth
PORT WASHINGTON, N.Y. — BB creams, which also are referred to as “blemish balms” or “beauty balms,” have experienced significant growth in the past several months, according a new report by market research company the NPD Group.
BB creams are relatively new, multifunctional products that combine the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums. In the 12 months ended in March, BB creams sold in U.S. department stores generated close to $9 million, according to NPD.
Women tell 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 slightly 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%).
Although the incidence of purchasing BB creams currently is very small (2% of total beauty shoppers) the majority of purchasers told NPD they’re extremely or very satisfied with their last BB cream purchase, and 77% expressed positive repurchase intent. According to the report, nearly 4-out-of-10 beauty shoppers, overall, said that they would consider buying a BB cream in the future.
“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.
“Messaging that clearly distinguishes the benefits of and usage occasions for BB creams versus other facial products could help ensure the coexistence of various products in a women’s beauty regimen. Figuring that out could make the difference in whether BB creams gain traction more broadly or not,” Grant added.
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Rite Aid contest combines new website, social networking
CAMP HILL, Pa. — A new campaign by Rite Aid is targeting nail polish customers.
The Camp Hill, Pa.-based retail pharmacy chain announced Thursday that it had launched the seven-week "Nail Extravaganza" campaign to engage beauty shoppers around the trend of using multiple nail polish shades.
The campaign includes a two-round contest through Facebook, Twitter and Pinterest titled the "Search for the Rite Aid Nail Enthusiast," in which visitors to a special website can submit photos of their decorated fingernails and toenails.
The contest starts Thursday and runs through May 25. Contestants in the first round will be judged for originality, creativity and visual appeal by beauty industry leaders Essie Weingarten, Suzi Weiss and Julie G, while the 10 semifinalists will receive official nail-care kits for the final-round entry, and the winner will receive a $1,000 Rite Aid gift card.
"Nail art is the perfect way to add a little color to your summer style without spending too much green," Rite Aid category manager for beauty items Judy Wray said. "The ‘Search for the Rite Aid Nail Enthusiast’ contest will give all our fans, followers and Pinterest photo enthusiast a chance to have fun, get noticed and enter for a chance to win some great Rite Aid prizes."
The retailer also is incorporating the contest into its Wellness+ loyalty card program, offering $10 +UP rewards for customers who make $30 in nail purchases.
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Mintel: Moms with younger kids put emphasis on safety, value and nutrition when making buying decisions
CHICAGO — Motherhood influences the way women shop, according to Mintel research.
The research firm found that being a mother influences shopping habits as an increased emphasis is put on the safety, value and nutrition of everyday purchases:
More than half of moms who only have children younger than 6 years old (51%) said they question how safe things are for their children to eat, use and wear;
40% said think about the long-term impact products have on their children;
35% are thinking more about the use of chemicals in food and drink products;
Despite 46% of moms with younger kids saying low prices for products has become more important, 33% are paying more attention to the content of the food they buy.
"As compelling as issues such as budgeting, nutrition, safety, and convenience are individually for moms, they also represent tradeoffs," Mintel lifestyles and leisure analyst Fiona O’Donnell said. "For instance, when it comes to ensuring safety, the lowest price may be a little less important. In food shopping, the desire for convenience may come in conflict with a goal of better nutrition. For retailers and marketers, an overarching opportunity exists in helping moms balance their many priorities.
"The considerable expenses associated with having kids make budgeting and value-seeking more essential," O’Donnell said. "At the same time, the increased time and logistical pressures of parenthood put a premium on convenience. On a more instinctive level, moms’ need to protect and nurture their kids puts a sharper focus on safety and nutrition information."
Motherhood influences the way women shop, according to Mintel research Well, duh!