BB Creams rapid expansion in the U.S & appears on CNBC

dior-bb-cream

 

 

Today i will be sharing 2 articles which write above the rapid expansion of BB Creams in the States which is growing at a super alarming rate! One is from CNBC and the other from NPD Group. If you are not familiar with BB Creams, i strongly suggest this article : here 

 

CNBC :

If you don’t know what a “beauty balm” or “blemish balm” is yet, chances are you will soon.

Woamn applying cream

Daniel Bosler | Getty


Sales of the products, which are also known as BB creams, have grown significantly in the past several months, according to a new report from market researcher NPD Group. And it’s no wonder, as the creams blend together the benefits of several beauty products all in one — a plus for time-pressed women. Most combine the functionality of primers, sunscreen and moisturizers, along with the anti-aging benefits of skin serums.

The relatively new product is catching on quickly among a small segment of U.S. women, NPD said. About 2 percent of women who buy beauty products are purchasing them. But the growth has been quick. In the 12 months ending March 2012, BB creams sold in U.S. department stores generated close to $9 million in sales, NPD said.

Many different brands are selling products in this category, including Estee Lauder,L’Oreal’s Garnier, Stila, Boscia, Christian Dior, and Clinque.

But it is possible that these products could cause a shift among consumers, who might shake up their beauty routine.

“About half of all beauty shoppers are sitting on the fence, saying they may or may not buy BB creams in the future,” said Karen Grant, vice president and senior global industry analyst at NPD Group, in a press release. “Why does that matter? Almost seven in 10 BB cream purchasers have replaced either a makeup or skincare product with a BB cream. Even though usage is low right now, as more brands enter the market and the category grows, cannibalization could become a much larger challenge.”

If cosmetics companies want to avoid having BB creams cannibalize sales of primers and concealers, Grant suggests they distinguish the benefits of BB creams versus other products to help these items coexist.

“Figuring that out could make the difference in whether BB creams gain traction more broadly or not,” Grant said.

About eight in 10 beauty shoppers like products that offer multiple benefits, according to NPD’s research, and the response is even higher for those who have already purchased BB creams, with nine out of 10 saying they like multi-functional products.

According to NPD’s research, about four in 10 beauty shoppers would consider buying the product in the future.

Blemish Balm was first introduced to the market by a German dermatologist as a product that could soothe sensitive skin after laser treatments or chemical peels. It basically was a tinted moisturizer with skin care ingredients and sunscreen built in. Decades later, the product became popular in the Korean market, and then spread throughout Asia.

Although BB creams seem very versatile, there are still a limited number of shades available, which means women with darker skin may have trouble finding product that matches their skin tone. And younger women may have trouble with the product’s anti-aging agents, which may lead to break outs. The cream also tends to feel heavier than foundation, and some women may not like that.

 

NPD :

 

NPD Reports Women Go Bonkers for BB Creams – BB Cream Market Looks Promising and Poised for Growth

According to a brand new report by The NPD Group, Inc., a leading market research company, BB Creams* also referred to as ‘blemish balms’ or ‘beauty balms’ have grown significantly in sales in the past several months. The relatively new product is quickly catching the fancy of a small segment of U.S. women. In the 12 months ending March 2012, BB creams sold in U.S. department stores generated close to $9 million according to NPD BeautyTrends®.

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Port Washington, New York (PRWEB) May 11, 2012

Women tell NPD that while they expect BB Creams to provide skincare and makeup benefits, they want to understand more about the product and how it works. According to NPD, about 8 in 10 beauty shoppers like beauty products that offer multiple benefits, and that rises to just over 9 in 10 for BB Cream purchasers. The top five benefits expected from a BB Cream include: natural looking coverage (52%), moisturizes/hydrates skin (47%), nourishes/treats skin (42%), provides SPF sunscreen protection (42%), and improves skin texture (38%).

Although the incidence of purchasing BB Creams is currently very small (2% of total beauty shoppers) the majority of purchasers tell NPD they’re extremely or very satisfied with their last BB Cream purchase, and 77 percent express positive repurchase intent. According to the report, almost 4 in 10 beauty shoppers overall say that they would consider buying a BB Cream in the future.

“About half of all beauty shoppers are sitting on the fence, saying they may or may not buy BB Creams in the future. Why does tha
t matter? Almost 7 in 10 BB Cream purchasers have replaced either a makeup or skincare product with a BB Cream. Even though usage is low right now, as more brands enter the market and the category grows, cannibalization could become a much larger challenge,” said Karen Grant, vice president and senior global industry analyst, The NPD Group.

“Messaging that clearly distinguishes the benefits of and usage occasions for BB Creams versus other facial products could help ensure the coexistence of various products in a women’s beauty regimen. Figuring that out could make the difference in whether BB Creams gain traction more broadly or not,” ended Grant.

*BB Creams also referred to as ‘Blemish Balms’ or ‘Beauty Balms,’ are multi-functional products that combine the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and
guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless. For more information, contact us, visithttp://www.npd.com/, or follow us Twitter at https://twitter.com/npdgroup.

 

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