What Do You Like About Makeup Aisles

Last year, it was electric-colored eyeshadow and bright berry lips. This year, it's thick blackness eyeliner and metallic gold highlighters. When it comes to cosmetics, style seems to evolve as fast as the seasons modify, making it hard for retailers to decide a fleeting fad from a solid staple in the beauty industry at large.

In fact, trends steer the beauty industry more than nearly any other fast-moving consumer goods (FMCG) sector, co-ordinate to New York-based research business firm Nielsen. For retailers, whose top priority is to provide the products their customers desire and need, the fundamental is to identify ties betwixt the current micro-trends and overarching consumer demands to ensure conviction in the beauty products they stock. By examining consumers' steady shifts in food preferences—which are increasingly veering toward products with natural, free-from and transparency claims—retailers can expect the same shifts to exist applicable in the cosmetics category.

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What Defines Natural?

From meat and produce to packaged snacks and beverages, the word "natural" has go a mainstay across the grocery industry, and cosmetics are no exception. Nevertheless, the market saturation of products with natural claims has acquired consumer confusion—and perhaps some skepticism—around what that merits really means, resulting in sales declines.

According to Nielsen's recent Future of Beauty Report, growth based simply on natural product claims is starting to slow. Sales of the overall cosmetics category declined about 1% over the last twelvemonth, and sales of natural cosmetics underperformed the category equally a whole, declining 1.2%. However, the trend toward natural remains: Products featuring natural claims represented 3.1% of the U.South. personal care market, generating $ane.3 billion in almanac sales in 2017, an increase from ii.ane% of the market in 2013, per the report.

Today, health has become inclusive of what consumers put both in and on their bodies, and the definition of natural can vary from shopper to shopper, co-ordinate to Hashemite kingdom of jordan Rost, VP of consumer insights for Nielsen. "Cosmetics aisles are crowded," he says. "Brands can no longer simply merits to be natural. They have to prove it with the simplest products, with only the right ingredients."

Today's transparency-minded shoppers seek specific and functional dazzler products, and consumers are increasingly defining natural beauty by the ingredients that are not found in those products. According to Nielsen'due south report, 53% of FMCG consumers say the absenteeism of undesirable ingredients, such as parabens, is more important than the inclusion of beneficial ones. In fact, sales of cosmetics free from parabens have grown ii.iii%, says Rost, while sales of those that are both free from parabens and accept natural claims are growing 12%.

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Walmart Delves Into Natural Beauty

In line with consumer demand for natural and transparent cosmetics, Walmart Inc. recently introduced Found, a new line of naturally inspired beauty products exclusive to its stores. Developed in partnership with branding bureau HatchBeauty, based in Durham, N.C., the 130-product line features skincare and color cosmetics made with added extracts, botanicals and nourishing oils, which are 90% to 99% naturally derived.

"Every detail within Found highlights a 'miracle' ingredient used in ancient beauty rituals," said Melanie Patrick, senior buying manager for cosmetics at Bentonville, Ark.-based Walmart, in a visitor weblog post. The line's illuminating drops, for instance, are made with passionfruit oil to seal in moisture and attend the pare. "We've brought these ingredients to life to give customers an alternative featuring natural ingredients that tin can deliver the same results as traditional, high-terminate beauty products."

To highlight the line'due south absence of undesirable ingredients, Walmart launched a "Not Plant List," featuring ingredients the products practise not include, such every bit parabens and phthalates. The Institute line is besides never tested on animals, says Patrick, and offers natural and transparent beauty products at the retailer'south notoriously low prices.

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Cross-Merchandising With Familiar Products

Retailers can appease health-conscious consumers and increase beauty sales by offer cosmetics with natural and gratis-from claims, such as eye and lip products, which are particularly poised for growth: 55% and 87% of center and lip cosmetics, respectively, are paraben-free, per Nielsen information.

"We add natural and organic skincare and beauty items when they first striking the market," says Denise Braby, managing director of abode, health, beauty, floral and nonfoods at 17-shop Harmons Grocery, based in Due west Valley Metropolis, Utah. "People care more than e'er about the ingredients of what they're putting on their skin."

To depict new consumers to the cosmetics alley, retailers tin can cross-merchandise these products alongside food items with like and familiar ingredients that align with their healthy lifestyles. "Many tendency ingredients across beauty and personal care are starting every bit food ingredients and making their mode into cosmetics, skincare and beyond," says Rost. "More natural, healthier superfood options like avocado oil, legumes and quinoa are growing sales beyond dazzler products also."

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Beautifying the Beauty Department

Nevertheless, in today's digital-focused climate, simply offering and cross-merchandising the right products is not enough to bulldoze foot traffic in the cosmetics aisle, where consumers tin can easily purchase the same items online. While many retailers tend to trade cosmetics in the pharmacy department, it's those that offering definitive, engaging in-store beauty presentations and expertise that have positioned themselves alee of the competition.

"In any beauty shopping occasion, the trend now is information and feel," says Joann Marks, founder and CEO of beauty marketing agency Cosmetic Promotions, based in Orlando, Fla. The company works with retailers to provide customized experiential marketing tools for the introduction, sampling and training of dazzler products to retail employees and their customers. "Grocery chains such equally HEB now have beauty consultants in their stores," she says. "They empathize that beauty needs a designated person helping the customers."

For retailers unable to provide staff experts in their cosmetic aisles, Marks suggests educating shoppers through in-store events. "In the past, grocery chain beauty departments were more of a convenience cistron, only now smart bondage are adding events if they can't have dedicated staff in the section," she says.

Cosmetic Promotions is also working with Hy-Vee and Kroger, among other retailers, to place professional person makeup artists in stores for grand-opening events. Harmons, on the other hand, utilizes monthly PDQ displays to highlight the latest beauty trends and items, including a rotation of seasonal and local products. "A new focus for us this year is to bring in a brand or line for a season so change to a new ane," Braby says. "This will help keep the freshness in our departments and always give the customer some new surprise and delight to look forward to."

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Incorporating Digital Channels

While engaging in-store experiences and displays are vital for brick-and-mortar human foot traffic, retailers also accept the opportunity to incorporate digital channels with their beauty departments. Walmart, for instance, reportedly plans to launch a stand-lone cosmetics brand via a homegrown website in an try to attract upscale shoppers, according to a recent commodity by The Washington Post.

"Beauty brands and retailers have provided some of the best-in-class examples of true omnichannel excellence," says Rost. "Information technology's maybe no surprise, and then, that beauty products are some of the offset consumer goods products to see significant shifts in sales to online channels."

Over the concluding year, well-nigh a tertiary of all dazzler sales—over $12 billion—accept occurred through digital platforms, according to Nielsen, upwards from 24% a year ago. This marks the biggest shift among major FMCG categories. And for retailers that lack the resource to enhance their in-store departments and provide beauty consultant staff members, online channels provide the opportunity to instead offer those experiences—such as makeup tips, trends and video tutorials—right at consumers' fingertips.

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Source: https://www.winsightgrocerybusiness.com/nonfood/makeup-matters-elevating-cosmetics-aisle

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