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WWD's Beauty Inc award winners represent the best and brightest of the beauty industry, and 2011 was a very bright year, indeed.
SALLY HANSEN COMPLETE SALON MANICURE
In a year when multiple beauty categories posted double-digit increases, none was hotter than nail color. In the mass market alone, sales shot up 32 percent to $446 million, excluding Wal-Mart, according to SyphonyIRI Group. And the hottest product in the hottest category was Sally Hansen Complete Salon Manicure. Promising to deliver a five-step manicure — base coat, strengthener, growth treatment, color and topcoat — in one bottle, the $6.99 item was perfectly in sync with the times, a value-added proposition that gave women professional results at a time when many were cutting back on salon visits.
“Mass market beauty is being driven by innovation,” IRI’s Susan Viamari said earlier this year. “Consumers will spend up if you bring to market products that give more professional results.” And phenomenal results were just what Sally Hansen delivered.
PHYSICIANS FORMULA SKIN CARE
Talk about speed to market. In late 2009, Wal-Mart’s Carmen Bauza approached Physician Formula’s Ingrid Jackel about creating a skin care line. One month later, Physicians presented its concept to Wal-Mart. One year later, the 14-stockkeeping unit line launched and is expected to be in 2,500 doors by yearend.
“As we looked at the white space, we noticed the dermatological brands in the prestige channel and we looked at how to bring that business to mass,” said Bauza at the launch.
Consisting of three regimens — Aging, Moisture Balance and Sensitivity & Redness — Jackel kept the line deliberately simple, noting that she was confused by “too many products, too many claims and too many ingredients” in stores. Physicians, which has built its color cosmetics business on a corrective approach, thinks it has found the magic formula with skin care, too.
Said Jackel, “We bring a problem-solution approach to everything we do.”
CLAIROL NICE ’N EASY COLOR BLEND FOAM
Clairol’s Nice ’n Easy Color Blend Foam has taken a new category, foam hair color, by the horns. In less than one year on the market, Color Blend Foam has garnered a 3.3 percent dollar market share, emerging as the leader of the three-brand race that included L’Oréal Paris and John Frieda. What sets Nice ’n Easy apart from its competitors is a special polymer that allows the foam to collapse on hair faster than surfactant foam formulas, thus locking color onto hair and allowing for easy, drip-free application and full color coverage. When it came to hair color this year, Clairol had the market covered.
The lights may have failed at this year’s FiFi awards, but no matter. Fergie, winner of new fragrance celebrity of the year for her 2010 launch Outspoken, more than made up for it with her electrifying appearance to pick up her award. Sporting a sunshine yellow gown and an ear-to-ear grin, she exultantly pumped her fist and thanked the Avon representatives who sell her scents. Fergie’s impact on Avon’s fragrance business has been equally as powerful. Last year’s launch shattered all previous sales records at the company, and its follow-up, Outspoken Intense, helped drive double-digit sales for Avon in the fragrance category this year. One thing is for sure: Numbers like that are music to chief executive Andrea Jung’s ears.