Going big in beauty
Welcome to Inside Beauty.
This is the new and expanded section of Drug Store News that will focus on the power of beauty products and the role they play at mass retailers across the country. As you will see in this and future issues, our Inside Beauty team is dedicated to bringing the industry the most up-to-date trends, new product information and insights to help retailers run arguably their most important category in their stores.
Personally, this is an exciting opportunity. As the new beauty director at Drug Store News, this gives me the chance to get more involved with a category that I have long respected as an engine of growth at retail and one that has deep personal meaning to me. It also allows me to more closely bond with my 11-year-old daughter, who has made it totally clear that she not only wants to help, she expects to be a key resource for me with some articles and opinions.
But the beauty market is a complex one and I am well aware of the hard task of staying ahead of the trends in a category that prides itself of rapid product introductions and changing styles. So, one of the first actions I took when I was promoted to this role was to call several industry insiders for insights on what to watch, read and follow in the industry and how to help our editorial team summarize all of this information into articles that will help mass retailers stay on target with this fast-moving category.
Frankly, I was totally overwhelmed by their suggestions. There is a dizzying amount of content out there. Besides the traditional consumer magazines, I found that Twitter and Instagram are quickly becoming my best friends as I try to stay educated on the market. Did I mention the blogs in this industry that are gaining more and more sway over younger shoppers? I am totally amazed how these sites are impacting sales in the beauty category and the importance retailers must place on them.
To further understand this market, I googled “beauty trends 2018” and up popped Mintel’s Global Beauty Trends 2018 developed by their global beauty and personal care analyst team. Four main trends are covered in the report. Here is their introduction:
“The term ‘natural’ will expand to include locally-sourced and technologically enhanced ingredients, products, and services as brands look to overcome environmental challenges. Consumers will demand personalized beauty defined on their individual terms, and brands will embrace inclusivity by looking beyond age, gender, sexuality, and body type. Brand persona will become paramount as more consumers expect to see their values reflected in the products they buy and the companies they support. Finally, digital technology will drive unprecedented customization of the shopping experience.”
I highly recommend reading the full report at mintel.com/personal beauty care. This Mintel report and insights from NPD and Neilson were shared at a Cosmetic Executive Women event in New York that I attended in February. I learned that avocado is the fastest growing ingredient in beauty, consumers feel it is “my beauty my rules” — meaning they are in charge of defining beauty — and there is no room for error with social media, as roughly 50% of followers will unfollow if the brand makes a mistake in their eyes.
More than ever, I am a fan of all things beauty, fashion, and personal care. I look forward to seeing many of you at the upcoming NACDS Annual meeting and learning anything and everything about this critical category at retail. And, please don’t be shy with me. If you have any insights or trends to share feel free to write or call — [email protected] or (312) 440-0516.
Catherine Stephany, Drug Store News, beauty director
This is the new and expanded section of Drug Store News that will focus on the power of beauty products and the role they play at mass retailers across the country. As you will see in this and future issues, our Inside Beauty team is dedicated to bringing the industry the most up-to-date trends, new product information and insights to help retailers run arguably their most important category in their stores.
Personally, this is an exciting opportunity. As the new beauty director at Drug Store News, this gives me the chance to get more involved with a category that I have long respected as an engine of growth at retail and one that has deep personal meaning to me. It also allows me to more closely bond with my 11-year-old daughter, who has made it totally clear that she not only wants to help, she expects to be a key resource for me with some articles and opinions.
But the beauty market is a complex one and I am well aware of the hard task of staying ahead of the trends in a category that prides itself of rapid product introductions and changing styles. So, one of the first actions I took when I was promoted to this role was to call several industry insiders for insights on what to watch, read and follow in the industry and how to help our editorial team summarize all of this information into articles that will help mass retailers stay on target with this fast-moving category.
Frankly, I was totally overwhelmed by their suggestions. There is a dizzying amount of content out there. Besides the traditional consumer magazines, I found that Twitter and Instagram are quickly becoming my best friends as I try to stay educated on the market. Did I mention the blogs in this industry that are gaining more and more sway over younger shoppers? I am totally amazed how these sites are impacting sales in the beauty category and the importance retailers must place on them.
To further understand this market, I googled “beauty trends 2018” and up popped Mintel’s Global Beauty Trends 2018 developed by their global beauty and personal care analyst team. Four main trends are covered in the report. Here is their introduction:
“The term ‘natural’ will expand to include locally-sourced and technologically enhanced ingredients, products, and services as brands look to overcome environmental challenges. Consumers will demand personalized beauty defined on their individual terms, and brands will embrace inclusivity by looking beyond age, gender, sexuality, and body type. Brand persona will become paramount as more consumers expect to see their values reflected in the products they buy and the companies they support. Finally, digital technology will drive unprecedented customization of the shopping experience.”
I highly recommend reading the full report at mintel.com/personal beauty care. This Mintel report and insights from NPD and Neilson were shared at a Cosmetic Executive Women event in New York that I attended in February. I learned that avocado is the fastest growing ingredient in beauty, consumers feel it is “my beauty my rules” — meaning they are in charge of defining beauty — and there is no room for error with social media, as roughly 50% of followers will unfollow if the brand makes a mistake in their eyes.More than ever, I am a fan of all things beauty, fashion, and personal care. I look forward to seeing many of you at the upcoming NACDS Annual meeting and learning anything and everything about this critical category at retail. And, please don’t be shy with me. If you have any insights or trends to share feel free to write or call — [email protected] or (312) 440-0516.
Catherine Stephany, Drug Store News, beauty director