Moisture Moves
Skin care trends in 2022 focus on healthy skin, with an emphasis on hydration and antiaging
Harsh winter weather elevated the hunt for hydrating skin care solutions that were exacerbated by the past two years of slathering on drying antibacterial products. Consumers are ready for moisturization. Constant Zoom calls also made consumers face the reality of aging. “Attention to skin health during the pandemic made people more aware of skin hygiene and care,” said Lauren Brindley, group vice president of beauty and personal care at Walgreens. “That translated to increased sales of premium products to support regimens.” Recent IRI data supports the growth of hydration and antiaging. Facial moisturizer sales soared 15% in mass stores last year, and facial antiaging products jumped 6%. Retailers are making it easier for consumers to find hydrating skin care as well as ingredients to help halt the appearance of aging. Many are remerchandising departments to cut through the confusion, while others are engaging the help of beauty consultants and pharmacists. Consumers were introduced to mass skin ranges that are as good or better than pricier options. At the same time, the blurring of mass and class charges ahead. Retailers such as Target can now sell Clinique, MAC, Tula and Shiseido in select stores with Ulta shops. Kohl’s has rights to Tatcha, Drunk Elephant and Fenty via its alliance with Sephora. It was the industry making the boundaries in the past, said Larisa Jensen, the NPD Group’s vice president and beauty industry advisor. “Consumers don’t think less of a brand if it is sold at mass,” she said.
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Perhaps no retailer knows the cross-shopping habits of consumers in skin care better than Ulta Beauty. “The consumer is not walking in and saying ‘this is a mass brand’ or ‘this is a prestige brand.’ They want to find great products that are innovative,” said Monica Arnaudo, chief merchandising officer at Ulta. CVS is adding new brands that reflect the direction of skin care, which in tandem with hydration and antiaging includes folding in safer ingredients. Andrea Harrison, vice president of merchandising, beauty and personal care at CVS, used GoodSkin MD as a prime example. The lineup is safe for sensitive skin but has a whimsical side rather than an overly clinical look. Heritage skin care brands, she said, have done an admirable job of stepping up efforts to deliver ingredients that many consumers crave, such as retinol and hyaluronic acid, and beauty from within in the form of vitamins and supplements. At Walgreens, there is a focus on healthy skin, which requires both hydration and antiaging elements. “It is a great opportunity for dermatological-led skin care brands in the mass market,” Brindley said, noting the additional foot traffic for vaccines and other healthcare needs.
Private label is growing rapidly, and consumers are now trusting store brands to give a product as good as any national brand at more affordable pricing. — Greg Rubin, CEO, Garcoa Laboratories Walgreens also has the advantage of pharmacists and beauty consultants, who are both trained in skin care and who collaborate to get consumers to the right solution. “Pharmacists give a warm handoff to the beauty consultant, who can walk with customers to find the right solutions,” she said. At Rite Aid, Erik Keptner, chief merchandising and marketing officer, has seen the movement to consumers shopping by ingredients first rather than only brand. He said he believes 2022 will be the year of ingredients. Brands are taking the ingredient story to heart. “Hydration is in our name,” said Psyche Terry, founder of Urban Hydration, a brand
February 2022 DRUGSTORENEWS.COM
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