BEAUTY CARE

Skin care benefits brighten sales

BY Antoinette Alexander

Category saturation and competition from private label may be inhibiting sales growth within the sun care segment, but infusing additional skin care benefits, like antioxidants, and targeting such demographic groups as men and multicultural consumers could help brighten sales.

(For the full category review, including sales data, click here.)

According to research firm Mintel, the U.S. sun protection and sunless tanner market has benefited from skin cancer awareness campaigns, as well as the overall education about the imp

ortance of sun protection, but category growth has plateaued in recent years thanks to market saturation and private-label increases. Mintel expects the market to experience only modest grow through 2017.

The reality is that sunscreen is still seen as a mostly seasonal product that is necessary only when spending a lot of time outdoors or while on vacation.

Those products that are more likely to be used daily, particularly among women, are skin care products and makeup with SPF. Further illustrating that point, The NPD Group reported that sales of makeup and skin care with SPF reached $1.1 billion in U.S. prestige department stores from June 2012 to May 2013 — a 24% boost from three years ago.

Adding skin care benefits like antioxidants and anti-aging ingredients into more sun protection products could help generate greater usage, Mintel suggested.

“As the lines between skin care and sun care continue to blur, it stands to reason that more sun care brands will offer skin care benefits in their products,” Mintel stated in its November 2012 U.S. “Sun Protection and Sunless Tanners” report.

Targeting men also represents an opportunity for marketers as usage rates vary by gender. Mintel stated that 49% of females report use of sun care products compared with just 29% of men.

It also is important to note that ethnic consumers represent a significant opportunity. Research has illustrated that there is a fairly common misconception among African-Americans and Hispanics that, because of their darker skin tone, they do not get skin cancer. However, that is far from the truth.

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BEAUTY CARE

New derma e line uses vitamin E to battle elemental stress

BY Antoinette Alexander

SIMI VALLEY, Calif. — Positioned as the first skin care line in the marketplace to feature full vitamin E is the new Vitamin E Intensive Therapy Bodycare line from derma e. The line — which is comprised of a body balm, body lotion and hand crème — promises to provide moisture, protection and nourishing skin benefits to restore dry, flaky, itchy, cracked or damaged skin. Vitamin E helps restore and maintain the skin’s natural barrier function to help defend against elemental stress.

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BEAUTY CARE

Anti-aging, cosmetic focus is in demand

BY Antoinette Alexander

Sales of body care products have been on the downslide in recent years, according to research, likely because of consumers turning away from nonessential purchases amid a weak economy. However, times appear to be changing.

(For the full category review, including sales data, click here.)

According to research firm Mintel, sales of body care products dropped 10% from 2007 to 2012, with the steepest declines seen in 2010 and 2011.

“A slightly improving economic climate will help stem losses in the near future. Mintel forecasts a leveling off of sales through 2017 due to a return of consumers to the category and expanding innovation to invite increased participation among men,” Mintel stated in its July 2012 U.S. body care report. “Further growth in the category will require enhanced product positioning. This could come from an increased focus on men’s products, as well as through product specificity that encourages consumers to purchase products for specific uses.”

And it appears as though body care products that offer such benefits as anti-aging elements are indeed on the upswing as beauty mavens strive to turn back the hands of time.

Data from IRI showed that sales of body anti-aging products rose more than 7% for the 52 weeks ended Aug. 11 at U.S. multi-outlets. During that same time, sales of hand and body lotion rose about 4%.

Continuing to incorporate cosmetic benefits within body care products is likely to further bolster sales as, according to Mintel, younger consumers from ages 18 years to 34 years have expressed an interest in products that offer anti-cellulite, firming and toning, stretch mark reduction and tanning.

Mintel also suggested that manufacturers increasingly offer unscented varieties as fewer consumers are expressing an interest in scent. This could be fueled by the growing interest in natural products, as well as those that are hypoallergenic, as fragrance is often associated with added chemicals.

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