Face

Drug Store News, May 20, 1996

In 1995, the largest segment of color cosmetics, face makeups, climbed five percent over the prior year generating 37 percent of all mass market color cosmetic sales in 1995.

According to Chicago-based Information Resources, the brand that drove most of the growth in the category was Revlon, up 29 percent for the 52 weeks ended Dec. 31.

Cover Girl, the brand leader in face makeups with a 34 percent of mass outlet sales? more than twice Revlon's 16 percent share, was up 4 percent.

Cover Girl's sister brand, Max Factor, was up 10 percent capturing a 9 percent share of category sales.

Almay which has a 7 percent shale of category sales. also showed a significant gain for the year, up 7 percent. Maybelline, the No. 3 brand in the category, with a 12 percent share, generated a 2.5 percent gain while the No. 4 brand. L'Oreal, with a 10 percent shale. Norms down a slight 2.1 percent.

Innovation and support

There were two reasons why the category and several of its biggest brands were able to show such strong growth in 1995: there was product innovation in face makeups in 1995, and color manufacturers aggressively supported their face makeup brands with advertising, promotions and couponing.

Revlon, for example, lighted up the face makeup category with two strong face makeup launches: Its Age Defying Extra Cover Cream Makeup, launched in late 1994 with actress Melanie Griffin as the brand spokesperson? was a winner from the start. with some chains reporting dramatic sell throughs.

Then in the third quarter of last year, Revlon launched ColorStay, a long-wearing, non-transfering face makeups that won't rub off. According to buyers, ColorStay make up is a big hit, selling just as strongly as ColorStay Lipstick.

Revlon has continued to sustain the momentum of its face makeups by aggressively supporting both brands on TV and in print.

Revlon has also been expanding its base of Almay face makeup users by introducing line extensions targeted to different types of users.

The buyer for a regional northeastern chain said her Revlon and Almay face makeup sales were both up in double-digit increments in 1995.

P&G, which dominates the face makeup category with a 34 percent share of total sales for Cover Girl and another 9 percent share for Max Factor, also had some nice launches in 1995. According to buyers. Balancing Act and Silk Perfection, two mid-year launches from Factor, have done particularly well, while Factor s Rain for dry skin also has shown good growth.

In 1995, L'Oreal launched Luminaire, a nine SKE line that combines the convenience and lightness of a powder with the coverage of a cream, and it relaunched Visuelle in a lighter formulation designed to give even less visible coverage.

According to industry sources. both initiatives are doing well but came too late in the year to give a strong boost to L'Oreal s face makeup sales.

At the mid-point of 1996, buyers continue to remain enthusiastic about the face makeup category.

P&G has just launched its new Cover Girl Simply Powder Foundation, and management is hoping that this line possibly the first powder to liquid foundation in mass. will be a category builder.

Simply Powder is formulated to deliver the full coverage of a liquid. but with the light feel of powder.

L'Oreal is launching Feel Perfecte makeup. positioned as a long lasting makeup that delivers natural looking coverage.

A tight line, with just nine shades? Feel Perfecte? also has Vitamin E and silicone emollients designed to neutralize free radicals and provide a weightless moisture barrier. Feel Perfecte is being supported with 88 million in advertising.

In the second quarter of 1996? Almay will be trying to broaden its base of makeup users by extending its Clear Complexion line of liquid makeups with a new line of innovative compact makeups and skin moisturizers.

Although Almay originally positioned Clear Complexion liquid makeup, pressed powder and blemish concealer as an anti-acne makeup targeted to teens, Almay says its consumer research indicates that the market for makeup that can correct sin flaws is much broader than just the teen segment.

Consequently, Almay has reworked the line's positioning, and the 1996 ad campaign will now target Clear Complexion toward a much broader base--women 18 to 49.

According to industry sources, Almay will spend between $25 million and $30 million to support Clear Complexion and other Almay brands in 1996.

Physicians Formula also has some exciting new launches for the face makeup category.

Sales of Physicians Formula color corrective concealers were up dramatically in dollar sales for the 52 weeks ended Dec. 31.

Its concealers had a three digit gain for the period, driven in part by expanded distribution for Physicians Formula, but also due to the uniqueness of the concealers that correct skin discoloration problems such as dark blue undereye circles reddish skin or yellowish, dull skin.