|Title:||United States top 10 mascara brands ranked by dollar sales, unit sales, market share percentages, and percent change for year ending March 20, 2011|
|Source:||Chain Drug Review|
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Leading brands Dollar sales % Market in drugstores (XXX) change share
CoverGirl Lash Blast $XX,XXX +X.X% X.X% L'Oreal Voluminous XX,XXX +XX.X% X.X% Maybelline Volum' Express XX,XXX -- X.X% Falsies L'Oreal Double Extend XX,XXX +XX.X% X.X% Maybelline Great Lash XX,XXX -X.X% X.X% Maybelline Volum' Express XX,XXX +XX.X% X.X% Colossal CoverGirl Lash Blast Fusion XX,XXX N/A X.X% L'Oreal Extra Volume Collagen XX,XXX -XX.X% X.X% Maybelline Lash Stiletto X,XXX -XX.X% X.X% Maybelline Define-A-Lash X,XXX -XX.X% X.X%
Leading brands Unit sales % Avg. price in drug stores (XXX) change per unit
L'Oreal Voluminous X,XXX +XX.X% $X.XX Maybelline Great Lash X,XXX -XX.X% X.XX CoverGirl Lash Blast X,XXX +X.X% X.XX Maybelline Volum' Express X,XXX -- X.XX Falsies Maybelline Volum' Express X,XXX -X.X% X.XX Colossal L'Oreal Double Extend X,XXX +XX.X% XX.XX CoverGirl Lash Blast Fusion X,XXX N/A X.XX Maybelline Great Lash Big X,XXX +XX.X% X.XX L'Oreal Extra Volume Collagen X,XXX -XX.X% X.XX Maybelline Lash Stiletto X,XXX -XX.X% X.XX
For the XX weeks ended March XX, 2011.
* Total of drugstores, supermarkets and discount stores excluding
Walmart. N/A = Not available.
NEW YORK -- Beauty sales in drug stores are growing modestly despite a decline in SKU count, according to category experts.
"Retailers have propped up sales with better velocity and pricing," says Kurt Jetta, president of market research firm TABS Group Inc.
Color cosmetics have surged, with Maybelline and Neutrogena the big winners, according to Jetta. Face care, though, is slipping badly.
"This category used to be a reliable innovator that posted reliable growth," Jetta explains. "The innovation seems to have dried up, however.
"There's a big opportunity for a brand with something new and meaningful to jump in and pick up a nice sales gain."
Skin care products for the body and the nail care segment have been fiat, but they are poised for growth, Jetta says. The two categories were hit disproportionately hard by SKU rationalization, and the remaining items have been performing much better.
Reinforcing consumers' pursuit of beauty products with health care attributes has been a banner year for sun care products. Consumers, apparently, will keep paying more for products with higher SPFs, Jetta says.
The outlook for the beauty category in drug stores over the next XX months is to continue in the X % growth range if pricing is static, but a shift to premium pricing could make that a X% gain.
"Hair care, facial skin care and hair color really need to step up in order to reinvigorate this sector," Jetta points out. "All three of those categories are fiat or declining."
One way to shift to premium pricing is to carry more premium products, and CVS/pharmacy and the Duane Reade stores of Walgreen Co. have done just that. Duane Reade and CVS have broken down the barrier between mass beauty and the prestige market with their respective rollouts of the Look Boutique and Beauty XXX formats.
The consensus is that Look Boutique elevates the level of beauty merchandising at a drug store to that at a department store, bringing a European approach to American chain drug retailing.
"The Look Boutiques are gorgeous," says Shannon Petree, Walgreens' divisional vice president and general merchandise manager for beauty and personal care. "They are definitely beautiful in every sense of the word. They have done a tremendous job."
CVS Caremark Corp. launched the high-end Beauty XXX concept "because we believe there will be a place for it in the beauty care marketplace going forward," comments Mike Bloom, interim co-leader of CVS/pharmacy. "We're looking ahead--to the impact we hope to see in the marketplace that will exist five years from now."
BEAUTY CARE SALES IN DRUG STORES BY CATEGORY
% CHANGE CATEGORY $ SALES * VS. YEAR AGO
Skin Care $X,XXX,XXX,XXX -X.XX Facial antiaging XXX,XXX,XXX +X.XX Facial cleansers XXX,XXX,XXX +X.XX Acne treatments XXX,XXX,XXX +X.XX Eye cosmetics XXX,XXX,XXX +X.XX Mascara XXX,XXX,XXX +X.XX Eyeliner XXX,XXX,XXX +X.XX ...