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Marketing Matters: Savvy Beauty Marketers Can Thrive in Challenging Times

By: Alisa Marie Beyer
Posted: April 30, 2009, from the May 2009 issue of GCI Magazine.

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Brands understand that men are also interested in turning back the hands of time and looking younger for longer. In fact, men’s prestige skin care growth during a period in 2006 outpaced women’s prestige skin care, which was flat at that time. The secret to increased sales in this marketplace is to target the women in men’s lives, as 40% of men’s skin care products are purchased by women. Men’s skin care promises to be a continued force in the beauty industry.

4. The ABCs of SPF

We have been inundated with warnings about the dangers of harmful sun exposure, and mass and prestige brands alike have aligned themselves to that fact. Through repetitive advertising and marketing, women now believe that safe, smart sun exposure is the only option. TBC’s recent study, “Survival of the Prettiest: Face and Body Skin Care Pink Report,” showed that more than a quarter of women use products with SPF, regardless of age. And of those, nearly half use SPF products at least once daily, and this is an evolution of the trend toward multifunctional products. For example, she doesn’t simply want a facial moisturizer, body lotion or self-tanner; she demands that her products also contain a minimum SPF 30, as well as equal protection from UVA and UVB rays. Opportunities exist in this category, especially for those brands offering natural formulations coupled with sun protection.

5. Sunless Tanners on a Rainy Day, or Every Day

That sun-touched glow from the beach is still desirable. But how do we reconcile that desire with legitimate fears of skin cancer, premature aging as a result of UVA and general dryness? Welcome to the ever-growing instant and self-tanning category, where multifunctionality is also the name of the game. Sunless tanning products that serve multiple purposes and provide body benefits will be those that sustain and grow. Look for sunless tanning products that incorporate SPF, tan extender agents, natural ingredients and antioxidants, and antistreaking properties—all while doubling as a moisturizer. With the growth of self-tanners, salons will ramp up services to compete. Look for salons to update their professional tanning delivery systems by adding more services such as “portable spray-on” applications where the salon pro comes directly to you.

6. Inside Out Beauty With Pretty Potions

Drink and eat your way to a more beautiful you? This is what companies such as Borba, Glowelle and Murad are touting with their newly offered product ranges of ingestible nutricosmetics. Each brand promises various benefits by delivering valuable nutrients directly to the body to effectively combat specific skin issues. Datamonitor projects that ingestible nutricosmetics will be a $1.3 billion business by 2012—possibly the hottest-growing segment the beauty industry will see in the next few years. Prestige brands, as well as mass brands such as Olay, have already launched lines. Companies will be challenged with building credibility in this arena; consumers will have to establish trust in product efficacy to switch from a topical solution to an ingestible one. While clinical studies and claims of product efficacy are in their infancy, there will be a rise in this concept and sales, as long as women truly see the results for which they’re looking. Look for more co-packaging of beauty products with ingestibles, as well.

7. From the Face to the Body

It used to be that mass bath and body brands were able to dominate by simply offering products that provided aromatic luxury and pampering at a low price point. To compete in this saturated market place today, mass brands are revving up and enhancing their formulations to include antiaging ingredients, which were once only reserved for facial products. For a one-year period ending March 27, 2007, Information Resources claims sales of antiaging body care products in U.S. supermarkets, drugstores and mass merchants (excluding Wal-Mart) rose more than 6% to $26.7 million. Clearly, huge opportunities exist in this segment.

8. Procedures No Longer Hush-hush