Sales of false lashes continue to look up
Oh, how the eyes still have it — eyelashes to be precise. Sales of false lashes continue to enjoy double-digit growth, as evidenced by the most recent data provided by IRI. Sales of false eyelashes and adhesives rose 11.4% to about $84.8 million for the 52 weeks ended April 21 at total U.S. multi-outlets.
Helping to fuel the popularity of false lashes are celebrities like pop star Katy Perry. In fact, the U.K. brand Eylure teamed up with Perry to launch in the United States a line of false lashes, and during the 52 weeks ended April 21, they generated sales of more than $1.2 million, according to IRI.
Clearly, false lashes have proven they are no longer just for Halloween; however, many would agree that the unorganized and often confusing lash wall at retail leaves much to be desired. Those retailers that embrace a revamped display that helps educate the consumer and simplifies the selection of false lashes are bound to benefit.
Affordability, benefits give lotions a leg up
A slightly improving economy, a growing consumer base and new formulations that offer value-added benefits are likely helping to fuel sales of hand and body products.
"Inspiring further growth in the category will require enhanced product innovation. This could come from emphasizing product efficacy, increasing a focus on men’s products, as well as through positioning offerings that encourage consumers to purchase products for specific uses," Mintel Group stated in its 2012 report on U.S. body care. "Mainstream brands should find that the time is ripe for promotion of functional product benefits, such as those related to anti-aging. Above all, in the short term, keeping prices at affordable/accessible levels will be key to resonating with consumers."
According to data provided by IRI, sales of hand and body lotion rose more than 5% to about $1.74 billion for the 52 weeks ended April 21 at total U.S. multi-outlets.
The category is dominated by female users and, according to Mintel’s custom consumer research, 97% of women use hand lotion and 96% use body lotion, compared with 80% and 66% among men, respectively. What is important to note is that the female population is set to grow by 4.9% by 2016, according to Mintel, citing U.S. Census Bureau data, with the largest gains among older women.
"Manufacturers and marketers of body care products will need to keep these population trends in mind in years to come. Older women should be well represented in product ads, and product manufacturers should be sure to formulate offerings that cater to the specific needs of these consumers, including anti-aging creams and blemish balms that help tone down the appearance of age spots," Mintel stated.
Hydration a selling point in facial skin care
Products that claim to hydrate spark some high levels of interest for consumers, so it comes as little surprise that sales of facial moisturizers are on the rise. According to data provided by IRI, sales of facial moisturizers rose nearly 3% to more than $404 million during the 52 weeks ended April 21 at total U.S. multi-outlets.
"Products that claim to hydrate and contain antioxidants generate the highest levels of interest among consumers. This is consistent with the top skin concerns in regards to aging, which include dry skin, and emphasizes the importance of moisturizing anti-aging skin care products," stated Mintel Group in its 2013 U.S. anti-aging skin care report.
When Mintel asked respondents to rank their top skin concerns with regard to aging, 44% ranked dry skin as being their biggest concern. "While dry skin often becomes more of an issue as consumers age, general skin care products are usually able to address this issue effectively," Mintel stated.
"Manufacturers may want to consider high-lighting how skin might need different types of hydration as it ages (i.e., perhaps less oily, quicker absorption, etc.). Manufacturers may also want to emphasize other issues that may be associated with dry skin and worsen with age, such as flaky or chapped skin, redness and uneven skin tone," Mintel added.