Professional skin care market takes a hit, Kline reports
LITTLE FALLS, N.J. The recession has taken its toll on the professional skin care market, but that hasn’t stopped marketers from rolling out new products, many of which are designed to fight the signs of aging, according to a recent study by consulting and research firm Kline.
According to Kline’s “Professional Skin Care 2009 Global Series: Market Analysis and Opportunities” report, Europe and the United States posted “substantial declines,” with the exception to the trend coming from the BRIC markets spearheaded by Brazil, which posted growth of 11.1%.
“The recession’s impact in Europe and the United States resulted in a change in spending patterns, a decline in the frequency of visits to spas and physician’s offices, and a shift to lower-priced brands,” stated Karen Doskow, industry manager for Kline. “But even in the face of a gloomy economy, industry leaders fought back with a healthy flow of new product launches, many of which targeted the anti-aging segment.”
Doskow further explained that “products that were unique, multitasking or offering dual benefits certainly stood out for the recession-stricken consumer. Professional skin care marketers acknowledged the need to diversify, segment and innovate their offerings in order to cater to a change in demand for the products that are preventative or that are proven to help reverse signs of aging.”
The report found that anti-aging products accounted for 41.1% in the United States and nearly 50% of sales in Europe and Brazil. Product trends varied on a worldwide basis — skin whitening was a No. 1 concern for marketers in China and Japan, and anticellulite treatments were a top priority in Europe and Brazil.
The direct sales channel in the U.S. professional market posted a 10% increase, making it a top trend for the year. In this channel, marketers not only intensified their support of accounts with business-building tools, but they also took charge of building relationships directly with customers through podcasts, YouTube clips and member-only clubs. Incorporating social media outlets into their marketing strategy has become the standard practice in recent years, allowing marketers to reach out directly to the customer.
This, in turn, is quickly becoming a dominant way to reinforce brand imaging and promote new products.
Looking ahead, Kline predicted that the professional skin care market for the United States will grow by a CAGR of 5.6% through 2014, or if exceptional conditions prevail, the market could grow as high as 11.3% a year. Medical care providers, achieving the strongest growth rate, would boost sales.
Kiss My Face wants consumers to give ‘peace’ a chance
NEW YORK Natural personal care company Kiss My Face has teamed up with nonprofit group Seeds of Peace to launch Peace Soap and to introduce an online campaign dubbed “The Pledge for Peace.”
Seeds of Peace is a nonprofit, nonpolitical organization that hosts a summer camp to empower young people from regions of conflict with the leadership skills and interpersonal networks needed to advance reconciliation and coexistence.
Through the partnership, Kiss My Face will donate 10% of all profits from Peace Soap to Seeds of Peace. The donation is earmarked for programming and supporting camp efforts.
“The Pledge of Peace” campaign is designed to send campers from all over the world to the Seeds of Peace summer camp during the 2011 season (a cost of $6,000 per camper). For every 10,000 pledges that are made, Kiss My Face will sponsor a Seeds of Peace camper. There is no limit to the number of kids that Kiss My Face will sponsor.
Peace Soap is available in grassy mint, lavender mandarin, lemongrass clary sage and pomegranate acai for $9.99 (17 oz.) and $15.99 (34 oz.). As of June, Peace Soap can be purchased at Whole Foods Market, Target, KissMyFace.com and other stores where natural products are sold.
Nostalgic candy saluted in new Mariah Carey fragrance
NEW YORK Elizabeth Arden and Bazooka Candy Brands, a division of Topps Co., have teamed up to launch Mariah Carey’s new candy-inspired fragrance collection called Lollipop Bling.
The collection was inspired by the fun and playful nature of Carey’s marriage proposal. The story goes that when actor and rapper Nick Cannon proposed to Carey he presented her with a Ring Pop, the gem-shaped lollipop that is on a ring. Upon opening the packaging, she found a proper engagement ring inside.
Lollipop Bling will launch at select department stores nationwide in July, including Macy’s, Dillard’s, Ulta and Sephora. The 1-oz. bottle will retail for $35. Early next year, the fragrances are expected to make their way to drug stores and mass-market retailers like Walmart.
“At Elizabeth Arden, our strategy is to develop innovative brand experiences for our customer,” stated Scott Beattie, chairman, CEO and president of Elizabeth Arden. “In today’s dynamic and competitive environment, we must continue to evolve and execute at a higher level than is expected by our retail partners and consumers. Lollipop Bling is innovative and delivers something truly unique to the category.”
Each fragrance purchase will include a Ring Pop, and the ad features Carey wearing Ring Pops. The packaging and fragrances — available in Honey, Mine Again and Ribbon scents — are candy and flavor inspired.