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Remi Kent (left), global associate marketing director, Olay, P&G Beauty, and Shannon Petree, divisional vice president and general marketing manager, Walgreens Co. discussed the reasons for the continued growth of mass skin care during one of the most difficult business climates at a recent CEW Women in Beauty Series event.
The popularity of the mass skin care market continues to grow, with new innovations, quality ingredients and accessible merchandising leading the charge. An April Cosmetic Executive Women’s (CEW) Women in Beauty Series presentation at New York City’s Harmonie Club discussed the reasons for the continued growth of mass skin care during one of the most difficult business climates.
“Mass skin care companies are taking the best of innovation, technology and marketing, and creating products that are getting great recognition. And mass retailers are focusing on beauty in a new way to drive store traffic,” said Carlotta Jacobson, president, CEW. The evening’s invited speakers were Remi Kent, global associate marketing director, Olay, P&G Beauty, and Shannon Petree, divisional vice president and general marketing manager, Walgreens Co., who each brought specific perspectives to the discussion.
Now in her 10th year at P&G Beauty, Kent leads the global marketing and development of Olay Professional and Olay Regenerist skin care lines. She joined P&G as an assistant brand manager working on Noxzema, launched Regenerist in 2003, and went on to oversee the Olay franchise as North America brand manager, where she launched Olay Definity. Petree, along with her team, is responsible for all beauty and personal care merchandise for the 7,200 store chain, and also develops programs and curriculum for the 28,000 beauty advisors out in the field. Prior to Walgreens, Petree worked for Walmart, and spent nine years in the buying division for the beauty and personal care area. She is also serves on the CEW Board of Governors.
Antiaging remains one of the most significant trends in skin care. “Women want to be ageless,” said Kent. “Women hope that agelessness will come to fruition, which is what drives this broad trend. Women are now coming into the market younger and are spending on products that they hope will change their destiny.
“Women are demanding efficacy with no compromise. In terms of regional nuances, we’re seeing a down surge in invasive procedures in the Western world. However, in the Eastern world, these procedures are surging, as women see them as a way to open doors for them.” A second trend cited by Kent is the growth in the men’s skin care market, and the third major trend is naturals. She also noted that in the prestige market in the Western world, women are seen trading down.