BEAUTY CARE

Scent, moisturizing qualities drive consumers to buy certain soap products

BY Antoinette Alexander

CHICAGO — When shopping for soap, bath and shower products, scent and moisturizing capabilities are cited most often as influencing purchase decisions, according to a recent Mintel survey.

According to the survey, 38% of respondents who have purchased soap said their decision is based mainly on scent, while 35% said they prefer shower products with extra moisturizers.

"Although many top brands have answered demand for these qualities, there are substantial opportunities for private-label brands to enter this arena during the slow economic recovery," stated Kat Fay, senior beauty analyst at Mintel. "The U.S. soap consumer is looking for bargains now more than ever as household budgets remain tight; therefore, private-label brands need to have a lower price point and deliver lather, fragrance and significant moisturizing ingredients."

Meanwhile, significantly more than half of Mintel’s respondents (60%) claimed that finding soap or body wash products on sale or the cheapest is important/very important to them, and 18% of soap-buying consumers said they look for the least expensive brand of soap or body wash.

While this segment is often targeted toward women, men are starting to make a substantial impact in the market. Men between the ages of 18 and 34 years reported the highest usage of body wash at 58%, compared with 50% of those ages 35 to 54 years and 42% of those who are ages 55 years and older.

"Men represent a key demographic for sales of body wash products, and marketers of these products should attempt to gain the attention of men to boost their sales," Fay added. "Having said that, a whopping 74% of women buy liquid body soap or wash compared to 50% of men — so women are still the key purchasers."

Scrubbers and massagers grew nearly 10% in 2010, and Mintel expects this segment to continue growing by 63% between 2010 and 2015.

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BEAUTY CARE

NBA star Carmelo Anthony becomes spokesman for Ultra Sheen Men

BY Antoinette Alexander

NEW YORK — Ethnic hair care brand Johnson Products has inked a multiyear deal with NBA star Carmelo Anthony to be the corporate spokesman, lending his voice and celebrity status to the Ultra Sheen Men line.

The deal will feature Anthony in advertising and promotional campaigns, cause-marketing and community outreach programs, as well as in personal appearances for JPC and Ultra Sheen Men. Anthony also will be involved in the development of innovative new grooming products for JPC.

As previously reported by Drug Store News, JPC entered the men’s grooming arena with the fall 2010 launch of Ultra Sheen Men. The Ultra Sheen Men grooming collection is targeted to the trendsetting man who has style and swagger. The collection includes Super-Hold Hair Dress, Wave Conditioning Pomade, Lite Crème Moisturizer With Shea Butter and Grooming Gel.

"We are very excited to leverage the strong position in the ethnic hair care space that Johnson Products has to launch our new men’s line. Our team sees a lot of opportunity and growth in the men’s sector, which doesn’t typically get a lot of attention," said JPC CEO Eric Brown. "Adding Carmelo Anthony to the Johnson Products family, as well as having him represent the Ultra Sheen Men brand to the community, will certainly bring excitement to our new brand."

JPC’s partnership with Anthony is the first of its kind for the new management team at JPC. In March 2009, JPC was acquired from Procter & Gamble with the combined investments of RC Fontis, St. Cloud Capital and Plus Factor, an African-American management team. In two years, the new team at JPC has successfully reorganized the company and its worldwide distribution.

"I am very excited about joining the team at Johnson Products Company. I have fond memories of Ultra Sheen products from my childhood days, and they have such a long-standing and rich reputation that it was very easy for me to agree to be a part of this new effort," Anthony said. "Being a part of the Ultra Sheen Men launch and influencing young men to ‘Step Up Their Game’ in every aspect of their lives is truly what I am all about."

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Making waves with Goody

BY Antoinette Alexander

ATLANTA — Hair accessories brand Goody is making it easy to create sexy summer waves with its new Summer Waves foam rollers available this month at Walgreens.

The rollers have a contoured shape and new design to create natural-looking waves, the company stated. The pack of 15 large foam rollers features built-in clips so there’s no additional pins or clips required.

To use, start with damp hair. Make a deep side part, sectioning the damp hair into 2-in. sections. Open both side clips, and wrap the end of the hair over the roller, continuing to roll under toward the scalp. Snap both clips to secure the roller. To set the style, allow hair to dry completely or sleep in rollers overnight. Fold back the clips, and unroll slowly from hair. Finally, run fingers through hair to loosen the summer waves.

The Goody Summer Waves foam rollers have a suggested retail price of $10.99.

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