“Beauty shoppers won't compromise on great results, and the key to victory for beauty winners in the BNPAs continues to be superior effectiveness,” Robert Levy, president of BrandSpark International and founder of the Best New Products awards, emphasizes in a press release announcing the 2018 winners.
The market researcher’s survey of over 15,000 Canadian shoppers found that 9 in 10 consumers “seek [beauty and personal care] products that will be 'gentle on skin,' yet proven effective.” And, Brand Spark reports that “almost 2 in 3 shoppers say that products from the best 'drug store' beauty brands are as effective as those from more expensive prestige brands.”
Best New Products in beauty and personal care
In body care:
- Body Wash, Dial Coconut Milk Body Wash
In skin care:
- Facial Cleanser, L'Oréal Paris Pure Clay Cleansers
- Facial Moisturizer, Olay Regenerist Whip
- Facial Treatment, AVEENO Positively Radiant 60 Second In-Shower Facial
- Lip Balm, eos Crystal
In color cosmetics:
- Brow Cosmetic, Revlon ColorStay Brow Pencil
- Concealer, Revlon Youth FX Fill + Blur Concealer
- Eye Liner, L'Oréal Paris Infallible Pro-Last Waterproof Pencil Eyeliner
- Lip Colour, Revlon Ultra HD Metallic Matte Lipcolor
- Makeup Tool, L'Oréal Paris Blend Artist Infallible Foundation Blender
- Mascara, L'Oréal Paris Voluminous Lash Paradise
In hair care and hair color:
- Shampoo, Gliss Ultimate Repair Shampoo
- Conditioner, Gliss Ultimate Repair Express Repair Conditioner
- Dry Shampoo, Batiste Heavenly Volume Dry Shampoo
- Hair Colour, L'Oréal Paris Colorista Sprays
- Men's Grooming, L'Oréal Paris Men Expert Hydra Energetic Boosting Moisturizer with Creatine
Shopping for new
Retail is constantly changing, as are consumer expectations. Brand Spark asked this year’s Canadian survey respondents about their shopping behaviors to learn more about how consumers discover and choose new products.
“Canadians embrace innovation with 7 in 10 Canadians stating that they like trying new products,” Levy remarks in the firm’s press release. “While shoppers are interested in new products, 1 in 2 say there are too many new products for them to determine what is best on their own.”
And, he goes on to point out that “the market for new products is more competitive than ever, with e-commerce shopping and a world of new brands competing online with the established leaders that have long been bringing innovation to our supermarkets and drug stores.”
Brand Spark’s survey found that 40% of Canadian consumers regularly buy from Amazon. And the frim underscores the important role consumer recommendations play in helping shoppers decide what new products to buy.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.