Bonkers for BB creams
Beauty mavens are going bonkers for BB creams!
Exactly what is a BB cream? It is a relatively new multifunctional product, also referred to as ‘blemish balm’ or ‘beauty balm,’ that combines the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums.
BB creams, which are not a foundation or a tinted moisturizer, were invented by German dermatologists in the 1960s as a soothing post- treatment cream. The item then caught on in Korea as movie stars sought a flawless complexion without looking made up.
While the incidence of buying BB creams within the United States is still pretty small, there’s no doubt that they are quickly growing in popularity and more manufacturers are jumping on the bandwagon.
“About half of all beauty shoppers are sitting on the fence, saying they may or may not buy BB creams in the future. Why does that matter? Almost 7-in-10 BB cream purchasers have replaced either a makeup 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,” stated Karen Grant, VP and senior global industry analyst for the NPD Group.
According to the market research firm, in the 12 months ended March 2012, BB creams sold in U.S. department stores generated nearly $9 million. Women told NPD that, while they expect BB creams to provide skin care and makeup benefits, they want to understand more about the product and how it works. According to NPD, about 8-in-10 beauty shoppers like beauty products that offer multiple benefits, and that rises to just more than 9-in-10 for BB cream purchasers. The top five benefits expected from a BB cream include: natural looking coverage (52%), moisturizes/ hydrates skin (47%), nourishes/treats skin (42%), provides SPF sunscreen protection (42%) and improves skin texture (38%). NPD stated that, although the incidence of purchasing BB creams is still small (2% of total beauty shoppers), the majority of purchasers said they’re extremely or very satisfied with their last BB cream purchase, and 77% expressed positive repurchase intent. According to the NPD report, almost 4-in-10 beauty shoppers overall said that they would consider buying a BB cream in the future.
Browse prestige beauty departments and you’ll find a handful of BB creams from such brands as Estée Lauder, Too Faced, Clinique and Smashbox. However, mass market beauty companies are taking notice. L’Oréal USA has brought to retail its Garnier Skin Renew Miracle Skin Perfector BB cream, which promises to even tone, hydrate, renew, protect and brighten skin in one application.
More recently, L’Oréal USA has announced the June launch of Dream Fresh BB from Maybelline New York. This 8-in-1 skin perfector is oil-free and is 70% water. The sheer color promises to provide a natural finish and evens out skin imperfections, eliminating the need for heavy foundations or tinted moisturizers. It also protects skin with SPF 30. It comes in five skin-adjusting shades and has a suggested retail price of $8.99.
“Maybelline New York’s Dream Fresh BB has been a phenomenal success throughout the world. We are proud to bring this innovation to our U.S. consumers,” stated David Greenberg, president of Maybelline New York-Garnier-Essie. “Today’s consumers are hyper-attuned to the latest global beauty trends. The introduction of Dream Fresh BB brings a new category to our face portfolio of products so that we offer our consumer the most comprehensive portfolio to address her face needs.”