The mass market, beauty’s problem child for sales growth, continued to struggle through August, particularly in channels that data services such as Nielsen and IRI track (i.e. drug and grocery). The makeup and nail categories were down 2 percent, though skin care was up 3 percent in the 52 weeks ending Aug. 10, according to Nielsen.
\nDespite how the numbers look on paper, they aren’t all that meets the eye — mass brands are now placing emphasis on a wide range of channels to drive sales, including everything from retailer e-commerce sites to Amazon, off-price stores, dollar stores and Walmart. Fall launches in the mass market follow this pattern. Below, a selection of new brand and product launches.
\n"},{"__typename":"WordPressAcf_small_header","id":"117cb73a-08f7-5d55-95a1-b838f54be2182post_contentWordPressAcf_small_header","small_header":"Essie Expressie"},{"__typename":"WordPressAcf_full_width_copy","id":"117cb73a-08f7-5d55-95a1-b838f54be2183post_contentWordPressAcf_full_width_copy","full_width_copy":"L’Oréal-owned nail brand Essie has a new franchise aimed at younger consumers called Expressie. The 40-shade collection, priced at $9 each — all new colors for the brand — features a quick-drying formula and a slim bottle and brush designed to perfect the DIY-manicure experience.
\nExpressie, out in December on Essie.com, is the brand’s first consumer-only launch — it typically launches products in both the professional and consumer channels.
\n"},{"__typename":"WordPressAcf_images","images":[{"image":{"alt":"","caption":"","url":"https://admin.excelinstore.com/wp-content/uploads/2019/10/image-sample.jpg","title":"image-sample"}}]},{"__typename":"WordPressAcf_small_header","id":"117cb73a-08f7-5d55-95a1-b838f54be2185post_contentWordPressAcf_small_header","small_header":"Earth to Skin"},{"__typename":"WordPressAcf_full_width_copy","id":"117cb73a-08f7-5d55-95a1-b838f54be2186post_contentWordPressAcf_full_width_copy","full_width_copy":"Walmart in August is rolling out a new private label skin-care brand formulated with natural ingredients and marketed as “clean” — meaning the products are formulated without a slew of ingredients consumers find troublesome, including parabens, phthalates, sulfates, petrolatum and mineral oil. The line, with products such as the Super Fruits Blueberry Exfoliating Cleanser and Avocado Overnight Mask, is also gluten-free and cruelty-free and includes of nearly 30 stockkeeping units, priced from $7 to $10.
\n"},{"__typename":"WordPressAcf_small_header","id":"117cb73a-08f7-5d55-95a1-b838f54be2187post_contentWordPressAcf_small_header","small_header":"Arches and Halos Professional Brow"},{"__typename":"WordPressAcf_full_width_copy","id":"117cb73a-08f7-5d55-95a1-b838f54be2188post_contentWordPressAcf_full_width_copy","full_width_copy":"Now her expertise is coming to the mass market with a vegan, cruelty-free and hypoallergenic line of nearly 20 eyebrow products, including tools, coloring and styling items priced from $4.99 to $12.99.
\nArches and Halos began rolling out to Target stores and target.com in July.
\n"},{"__typename":"WordPressAcf_small_header","id":"117cb73a-08f7-5d55-95a1-b838f54be2189post_contentWordPressAcf_small_header","small_header":"Innisfree at Sephora"},{"__typename":"WordPressAcf_full_width_copy","id":"117cb73a-08f7-5d55-95a1-b838f54be21810post_contentWordPressAcf_full_width_copy","full_width_copy":"When Amorepacific’s lower-priced skincare and makeup line, a cult hit in its native South Korea, launched in the U.S., the brand’s retail strategy was all about the stand-alone store. While the brand’s store count in the U.S. is now up to nine, a selection of Innisfree’s hero sku’s, including products from its hydrating Jeju green tea range, is set to launch in 10 Sephora doors on Sept. 4.
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