Launches of new products have been particularly active over the last year in the facial-care aisle. The category is enjoying growth on two fronts: products formulated and packaged for men, as well as in-the-home, salon-style treatment kits.
In a recent 12-month period, ending in March 2006, facial-care products targeted at men accounted for 8% of all product launches in the category, a “large increase” from the 12 months ending in March 2005, reports Mintel’s New Products Database. Mintel forecasts that for-men-only products should continue to grow, “as male self-grooming no longer has derogatory connotations.”
Most products targeted to men follow the main trends in facial-care products—UV protection, anti-aging, whitening, and vitamin fortification. Packaging plays a significant role in distinguishing men’s products in the facial-care aisle. Here are two recent examples:
1. Globally, Beiersdorf has added Sensitive Face Wash to its Nivea for Men lineup. Sensitive Face Wash is a cleansing wash formulated with chamomile and vitamin E. The product comes in a vitamin E. The product comes in a low-density polyethylene tube with a flip-top cap.
Blue and gray hues are silk-screen-printed on the tube. Working together with the gray cap, these colors give the package a masculine appearance.
2. In France, Biotherm (L’Oreal) has introduced Biotherm Homme Hydra Detox Masque Peel Off Anti-Teint Terne, a peel-off mask that combats dull skin caused by the environment, pollution, and smoking. Colors and graphics on the multilaminated, foil-lined, fifth-panel carton support the “just for men” product positioning.
About 18% of recent introductions in facial-care products claimed to have vitamin and mineral fortification, a 1% increase from the 12 months ending in March 2005. These products include vitamins C and E, with strong anti-oxidant properties that can help reduce the signs of aging and environmental damage to skin.
Another “hot” area in facial care is salon-style treatments in the home. These products offer value by promising smoother, brighter skin—at a price lower than for a professional salon treatment.
Procter & Gamble’s Olay Regenerist Microdermabrasion & Peel System is among the kits that have recently come on the market. Olay says the products in the kit improve skin texture, activate surface cell renewal, balance skin tone, and regenerate the skin’s appearance.
A decorated solid white board carton contains contains thermoformed inserts that hold containers of Peel Activator Serum and Microdermabrasion Treatment in place. A plastic tab on the carton’s tuck-in flap provides tamper evidence.
