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Multi-functional creams poised for growth in the US according to NPD

By Andrew McDougall , 22-May-2012
Last updated on 22-May-2012 at 17:14 GMT2012-05-22T17:14:13Z

BB Creams also referred to as ‘blemish balms’ or ‘beauty balms’ have grown significantly in sales in the past several months and are expected to produce further growth according to NPD Beauty Trends.

BB Creams are multi-functional products that combine the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums.

Although still in its infancy the product is growing in popularity with some US women with department stores generating close to $9m in the 12 months ending March 2012, according to the market researcher.

Skin care and make-up benefits

In its latest study, NPD states that women expect BB creams to provide skin care and make-up benefits, although they lack complete understanding of the product and how it works.

Roughly eight in ten beauty shoppers like beauty products that offer multiple benefits, and that rises to just over nine in ten for BB Cream purchasers.

The top five benefits expected from a BB Cream according to NPD, include: natural looking coverage (52 percent), moisturizes/hydrates skin (47 percent), nourishes/treats skin (42 percent), provides SPF sunscreen protection (42 percent), and improves skin texture (38 percent).

One for the future?

Although the incidence of purchasing BB Creams is as low as one in 50 amongst beauty shoppers, the majority of purchasers told NPD they’re extremely or very satisfied with their last BB Cream purchase, and 77 percent express positive repurchase intent.

“About half of all beauty shoppers are sitting on the fence, saying they may or may not buy BB creams in the future,” said Karen Grant, vice president and senior global industry analyst, NPD.

“Why does that matter? Almost 7 in 10 BB Cream purchasers have replaced either a make-up or skin care product with a BB Cream. Even though usage is low right now, as more brands enter the market and the category grows, cannibalization could become a much larger challenge.”

“Messaging that clearly distinguishes the benefits of and usage occasions for BB Creams versus other facial products could help ensure the coexistence of various products in a women’s beauty regimen. Figuring that out could make the difference in whether BB Creams gain traction more broadly or not,” she added.

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