U.S. shoppers slow to embrace organic beauty, food products, study says
SHELTON, Conn. Despite the buzz surrounding organic beauty and food items, these items have not yet gained mainstream acceptance by U.S. consumers, according to a recently released study by TABS Group.
“There is a significant gap between the hype and reality of consumer purchase behavior with regard to organic products,” said Kurt Jetta, president and founder of the marketing research and consulting firm. “Less than 40% of adults claim to have purchased anything from the major organic categories in the last six months.”
According to the study, organic beauty care products were found to have low mainstream acceptance with stated purchase for organic skin care at 5% and organic hair care and cosmetics at 4% and 3%, respectively.
Organic fresh fruit had the highest purchase incidence at 27%, with organic fresh vegetables close behind at 26%. Organic dairy products, eggs and milk were cited for purchase by 18% and 17% of U.S. adults, respectively. Frozen organic products like vegetables, fruit and ice cream, had low purchase levels at 5% to 6%.
By contrast, non-organic products for all of the above categories had household penetration levels of well above 70%, according to TABS Group.
“The findings are consistent with trends we have been tracking in retailer sales data,” Jetta said. “Very few of these products have meaningful sales levels in traditional mass market retailers, even the ones that are very strong in the natural food and specialty channels.”
Pur Minerals expands distribution
NEW YORK Pur Minerals, a mineral-based beauty brand, is expanding its distribution and will now be sold at Canada’s Shopper’s Drug Mart, as well as within other retail outlets.
According to the beauty company, its collection will be available in 120 of Shopper’s stores, as well as 58 of Regis Corp.’s stores including Trade Secret, PureBeauty and BeautyFirst. As of Jan. 1, the brand will also launch on the Home Shopping Network with president Joli Baker.
In early 2007, Pur Minerals announced the rollout to more than 200 Ulta stores nationwide following a successful run in 23 test markets.
Too Faced Cosmetics launches Smurfette products
IRVINE, Calif. Attention Smurf fans: Too Faced Cosmetics has developed, through a license agreement with Sony Pictures Consumer Products and Lafig Belgium s.a., a limited-edition collection of Smurfette cosmetics.
The five-piece collection, debuting at Sephora U.S. stores in January, will bear the iconic Smurfette imagery. The collection is positioned to attract both the Smurfette and Too Faced loyal fan bases, as well as new shoppers.
- Smurfette Mood Swing Lip Gloss ($18.50): A mood-activated lip gloss that starts off Smurfy blue and then transforms into countless shades of Smurf-berry depending on the wearer’s emotional state.
- So Smurfy Illuminating Face Powder ($26): Created in the image of Smurfette, this multi-shade palette brightens and tones with a combination of soft, color-correcting shades that blend together for wear on any skin tone.
- So Smurfy Eye Shadow ($32.50): A chic palette that includes four complimentary eye shadow shades—two of which are debossed with the Smurf daisy and Smurfette’s silhouette.
- Smurfy Eyed Liquid Liner ($17.50): Two liquid eyeliners in Smurf-inspired blue and white shades formulated with sparkling, micro-glitter for added impact.