THE QUEST FOR A FLAWLESS, CAMERA-READY FACE DRIVES THE SKIN CARE CATEGORY.
TODAY ALONE, 60 million photos will be posted on Instagram, Facebook users will upload 350 million images and 400 million video and pho-to“snaps” will be sent via social site Snapchat. In this
era of the selfie, even the average woman wants to be
ready for her close up, all the time.
All this attention on one’s appearance in social
media (and in real life too, we assume) remains a
boon for skin care marketers, as consumer’s continue
to shell out hard earned dollars on skin care products
that promise to deliver a photo-ready finish, no lines,
wrinkles, large pores or dark spots, please.
Although mass market performance slacked off a bit
over the past year (see chart on p. 94 for details), skin care
remains a bright spot within the prestige beauty sector.
“Skin care was the fastest growing category for past
three or four years heading into 2014,” noted Karen Grant,
vice president and senior global industry analyst at Port
Washington, N Y-based The NPD Group.
According to NPD, US prestige skin care sales rose 7% to
$3.6 billion for the 12 months ended Dec. 13, 2013.
Anti-aging continues to be the engine for growth overall,
however there were some changes in which product sectors
posted the strongest gains, according to Grant (see chart on p.
94 for details).
“We continue to see creams and serums as an important part,
but the biggest growth coming into the category is coming from
masks, CC crèmes, toners, lip products….Smaller categories are
sharing the stage,” she said.
In fact, according to NPD, sales of masks were up 72%, and
the category continues to expand with new launches.
Bioré, for example, is touting Bioré Skincare Self Heating One
Minute Mask with Natural Charcoal. Infused with natural charcoal, the mask melts dirt and oil better than the leading competitive mask, according to the Kao-owned brand. In just one
minute, this thermal mask warms to open pores, draws out and
dissolves 2.5 times more dirt, oil, and surface toxins than a basic
cleanser, and rinses them clean away with an invigorating cooling
sensation, noted the company.
Designed for oily and combination skin, Dr. Jart’s Pore Medic
Pore Purifying Mask works to unclog, tighten and tone, reducing
excess oil to leave skin feeling smoother and softer. The 100%
organic, nonwoven cotton mask is alcohol-, paraben-, fragrance-,
colorant- and oil-free. Active ingredients include orange, Korean
plum, green tea and chestnut shell extracts, betaine and hyal-
Philosophy is also adding to the numbers in the mask category with its new Purity Made Simple Deep-Clean Mask, which
hits counters this month.
“Most cleansing masks rely on clays as the active ingredients. While these are effective at absorbing surface oils, they
can leave the skin feeling dry, tight and parched,” said Oskar
Chabrowski, Philosophy skin care marketing director. According
to Chabrowski, Philosophy opted for a different approach.
“Sea salt and marine extracts remove impurities from the surface of the skin while glycerin acts as a humectant so skin is left
feeling comforted and hydrated. This conditioning paste instantly
transforms skin and leaves it with a radiant, fresh-from-the-spa
glow,” he said.
Bobbi Brown has
added a new CC