ETHNIC HAIR & SKIN CARE
club and dollar retail chains) for the 52 weeks ended Jan. 11, 2015.
The overwhelming majority of sales is due to African American
hair care, where sales increased 4.4% to $522.4 million. Other
components of ethnic personal care include skin care products
that increased 3.9% to $101.4 million; African American shaving
products, which rose 2.9% to $10.7 million; and Hispanic and all
other hair care that rose 3.4% to $4.8 million, according to IRI.
A Colorful World
The growth rate is encouraging more players into the market.
Walgreens and Maesa, in collaboration with Actress Eva Mendes,
recently rolled out Circa, a line of professional color cosmetics.
According to the company, the color assortment appeals to the
varying needs of a multicultural market, with shades designed to
work across the lightest to darkest of skin tones, through
the use of high-performance formulations, rich pigments
and innovative technologies offered at more affordable
prices. The nationwide launch supports Walgreens
desire to increase accessibility to affordably-priced,
diverse, specialty beauty offerings.
“I’ve been involved with the beauty industry for
a long time and wanted to help create a cosmetic
line that could reach a wide variety of women—
The portfolio includes offer-
ings across the eye, lip and face
categories, with 133 SKUs in
“Our customers are continu-
ally searching for quality prod-
ucts at an affordable price, and
we’re thrilled to offer Circa as part
of our ever-expanding portfolio,”
said Shannon Curtin, group vice
president, Walgreens personal care
and beauty. “This collaborative cos-
metics line is bringing the Walgreens
shopper the slice of luxury she’s look-
ing for at a price point she values.”
Another big name in the mass mar-
ket is Iman Cosmetics. The color col-
lection revealed its newest additions at
the brand’s first exclusive beauty blogger
launch event held at in New York City’s
Chelsea neighborhood. Recognizing
bloggers’ power and influence, the brand
provided makeovers, live demos,“selfie” stations and live stream-
ing accessible internationally.
“There is no more exciting way to celebrate this bold new collection launch than with the voices of the beauty industry, bloggers, who are a critical part of our marketing strategy,” said Iman
Cosmetics’general manager Desiree Reid.
More than 35 bloggers representing Asian, African American,
Caribbean, Hispanic and Indian audiences attended with approximately 20 virtual bloggers by live stream from London,
Philadelphia, Los Angeles, Miami, Atlanta, Phoenix, Chicago, St.
Louis, Houston and Tampa.
The collection, which includes new eyeshadow pencils in six
bold colors with twist-bottoms, and two paraben-free mascara
SKUs, is available on Drugstore.com, Target.com and Walgreens.
com, as well as in select Walgreens/Duane Reade stores.
Vapour Organic Beauty, a natural personal
care company, also is targeting the ethnic beauty
market with a new collection, Hue Beauty, for
women of color curated by Emmy-nominated,
green beauty expert and writer Karim Orange.
The collection is a mixture of colors to comple-
ment one’s complexion and transitions perfectly
from day to evening, according to the company.
Products span from a mineral foundation in a
variety of shades to a deep burgundy lipstick.
There is also nail news in the ethnic beauty
segment this season. YNC Yenzah Nail Color is
an exclusive nail polish collection that contains
real diamond particles to provide styl-
ish and sophisticated nails. Camila
Coelho, one of the world’s most
famous Brazilian beauty bloggers
based in the US, joins YNC Yenzah
Nail Color for this exclusive col-
lection. The YNC Collection by
Camila Coelho has four colors that
follow the spring and summer
fashion trends in Brazil; Coelho
named all the shades and serves
as the brand’s ambassador. YNC
Yenzah Nail Color is available on-
line at www.rickysnyc.com.
The internet is a major mover
of ethnic personal care. For example, global beauty brand Black
Opal, which is big at stores like
Walmart, CVS/Pharmacy, Rite Aid
and Duane Reade, recently introduced
a new multimedia campaign called “I
Esmalte models the latest look for YNC
Yenzah Nail Color big at Ricky’s online.