Electronic Retailer - July 2011 - 28

Beauty Trends to – and Those to
Today’s winning products have natural and exotic ingredients, help consumers doctor-approved, but stay away from pitfalls that could leave you stuck behind
Following these events, just what are today’s beauty trends that marketers and consumers should keep an eye on? • White coats. It’s all about doctors, doctors and doctors. This is evident in big brands such as Perricone and Brandt and smaller, private label brands that feature doctors’ names. And don’t forget about science, science and science. Products offer a “face-lift in a bottle” or results that are “better than Botox.” New products resurface, repair, polish and peel; they even contain stem cells – except these stem cells are from plants. This brings us to … • Green – as in sustainable, natural, organic. This brings us to ... • Exotic ingredients. Many new products contain marine ingredients. Anything from Brazil gets points. Got an ingredient from the rainforest? That’s even better. One company actually claims to have gotten hold of a meteorite from Mars (Lord knows how!) that fell from space and landed in – where else? – Brazil. That company incorporated it into a treatment cream. (Anyone know if Martian women have beautiful skin?) • Not just multi-tasking, specialty multi-tasking. Every product should be specialized, but also should do more than one job at the same time. There is a cream, lotion, potion or serum for every part of your face and most parts of your body, and each offers multiple benefits. For example, a cream for the “V of your neck” is pretty specialized, but that one product both moisturizes and lifts or it softens and fades age spots. Makeup covers flaws and moisturizes and firms and illuminates skin. Moisturizers moisturize and have antioxidants and anti-aging benefits. • Novel delivery systems. This is all about how the container delivers the product to the user. There are vibrating mascara wands and vibrating blusher sponges, droppers that reinforce how precious the ingredients are, and roll-on face care products that deliver convenience and massage. • Help for hair. Hot products offer more volume, boosted roots and busted frizz. • Language. Everything is “essential;” nothing is optional. And product names are getting even sexier – taking off on the very successful Orgasm blush is a mascara called Falsies.

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BY GERALDINE NEWMAN

The search for beauty goes on – and on and on and on. Every year, it seems that more and more beauty products vie for space on the consumer’s dressing table. In March 2011, more than 1,500 beauty industry insiders attended the sold-out Cosmetic Executive Women’s Beauty Awards Product Demonstration that showcased the more than 550 beauty products from nearly 300 top brands. Then in May the annual CEW Awards – often called the Oscars of beauty, where the players in the industry pick the winners in the industry – were announced. Categories included Facial Skincare, Makeup, Bath & Body Care, Hair, Men, Scent, Sun, Indie (small, independent beauty companies) and Eco (beauty products taking steps toward sustainability).

Women are not confused by skin care, even if you may be. While they may not understand it all, they are not confused any more than kids are confused by their toys.
electronicRETAILER | July 2011

Electronic Retailer - July 2011

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