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Kline Notes With Season Change, Consumers Reinstating Beauty Routines

Posted: August 28, 2014

According to a recent Kline & Company blog post, beauty routines may have lightened up during the summer, but with the end of the prime vacation season, daily beauty routines will be reinstated and consumers may be adding new products to their mix.

A range of new natural personal products based on argan oil, açaí berry, pomegranate and calendula have emerged. Additionally, natural cosmetics are now embracing broader beauty market trends. For example, Sante has addressed the lash extension craze with the introduction of Hypnotic Lashes, which is said to be a purely natural complex of birch extract, birch sap and black cohosh.

While natural beauty marketers have started introducing alphabet creams such as BB and CC—including Ole Henriksen, Andalou Naturals, and Bare Escentuals—the broader beauty market is adding on to the double letter count, with EE products hitting shelves. The “extra exfoliation” cream by Previse Skincare is a botanical-based marine mousse is added to a cleanser for more exfoliation. Whether it sticks or not is not clear, with consumer confusion about these alphabet creams already evident.

While the EE products are gaining share of the exfoliation segment, some consumers opt for faster and more effective products. At-home skin care devices that help with cleansing and exfoliating are growing in popularity, with cleansing leading the way and accounting for nearly 30% of the global market in 2013. Based on Kline’s latest consumer research, most cleansing device users are satisfied or very satisfied with the various attributes of their device. The percentage of respondents using at-home skin care devices is highest in China and lowest in France. The United States falls only slightly above the average, even though it is, by far, the largest market in terms of dollar sales. More information about the beauty device market is available from Kline.