Mass market skin care sales remain a bright spot in the beauty category — outpacing gains in most other categories. As a result, brands like CeraVe, Cetaphil and Neutrogena go toe-to-toe with prestige brands three times their price tags.
With a challenging microeconomic climate, drug and discount stores are luring more shoppers to their shelves for skin care. DSN investigates why shoppers think it is cool to buy mass skin care right now:
- Earned Trust: Brands sold in mass stores, especially legendary names such as Olay, CeraVe, Curel, Garnier and Neutrogena, have proven track records. According to an IRI report presented at the second annual Dermatology and Retail Alliance in Austin, Texas, 64% of shoppers polled believe brands sold by drug stores or mass merchandisers are as good as higher-priced department store brands.
- Value for the Price: Success of mass brands prove skin care doesn’t need to break the bank. “As the beauty industry has evolved over the past five to 10 years, there has become greater access to high-quality ingredients, product technology and shared expertise. This has allowed more brands to create incredible products at a variety of price points and offer them at different retailers outside of prestige department stores,” said Jeremy Abesera, founder and CEO of Provence Beauty, which will bow at Ulta Beauty this month priced under $25. “We believe this shift made way for more savvy shoppers who know that price point no longer dictates product efficacy or performance.”
Dermatologists have long recommended CeraVe because of the range’s efficacy, but also fair pricing. CeraVe is the leading brand in almost every skin care subcategory in multi-unit doors, per IRI.
“We at CeraVe have always believed that skin care does not need to be expensive or complicated to be effective. Since inception, CeraVe’s foundation has been rooted in dermatology and a commitment to provide affordable, efficacious products backed by science,” said CeraVe’s Jasteena Gill, vice president of marketing of the brand whose products are priced under $35. “As we continue to expand our arsenal of products, from cleansers and sunscreens to acne treatments, therapeutic ointments and more, ensuring all formulas are efficacious, developed with dermatologist and available at a drug store price continues to be a priority so that consumers can easily create a skin care routine customized to their needs.”
RangeMe Top Performers: Skin, Bath & Cosmetics
Extra Strength Blemish Patch
The Extra Strength Blemish Patch is a hydrocolloid patch infused with salicylic acid to help alleviate breakouts by clearing clogged pores. The patch can be used to treat pimples formed under the skin, such as blind, recurring blemishes and hormonal breakouts. Just leave the patch on for 6 to 8 hours and visibly see the drawn-out impurities.
Essential C's Konjac Jelly - Collagen + Vitamin C - Peach - Box of 10 Packs
SRP: $24.99 for a box of 10 packs
EVERYDAZE Essential C’s Konjac Jelly is a multifunctional snack that elevates your snacking experience with the beauty-boosting wellness properties of collagen and vitamin C. At just 10 calories, it’s the perfect healthy substitute for sugary and high-calorie snacks, while delivering beauty from within! This vegan, zero sugar, gluten-free, fat-free, keto-friendly and cruelty-free snack is available in four flavors: peach, mango, green grape and apple.
Raw Juice Cleanse Sheet Mask Set
Restore and renew your skin with a set of raw juice-inspired masks that provide anti-aging, revitalizing, moisturizing, soothing and pore control functions. Similar to a multiday juice cleanse, get the best results by targeting each skin concern with ESW beauty’s five-day skin treatment. The mask set includes: Green Reset Anti Aging Raw Juice Mask, Pineapple Bliss Revitalizing Raw Juice Mask, Pink Dream Moisturizing Raw Juice Mask, Strawberries & Cream Soothing Raw Juice Mask and Deep Detox Pore Control Raw Juice Mask.
Methodology: The products selected are RangeMe Verified brands that received the highest positive buyer interaction scores within the skin, bath and cosmetics categories — a score that represents a combination of buyer views, messages, saves, sample requests and purchases of the product. The RangeMe verification process confirms that brands and products meet certain standards and requirements that RangeMe’s retail partners look for before doing business with a brand.