Shave

Americans are spending more than $60 billion on beauty annually. To survive as a meaningful competitor in this evolving beauty arena, drug stores must start to burnish their image.

One of the biggest marketing opportunities for brands and retailers is reaching out to caregivers. Whether it is assisting in grooming rituals or housekeeping, finding products to help those who can’t do for themselves is a trend popping up on the radar.

Although the U.S. color cosmetics market has seen a 2% increase so far this year, growth is sluggish across individual segments, according to new research by Mintel. Consumer desire for simplified makeup routines have affected lip, facial and eye cosmetics — each of which has grown about two percentage points slower this year compared with last year.

AMITYVILLE, N.Y. — Sundial Brands’ SheaMoisture has introduced a new line of products targeted toward beard care. The SheaMoisture Men’s Beard Care Collection includes four products formulated with maracuja oil and certified organic shea butter.

The line includes a face and beard wash, full beard detangler, beard conditioning oil and beard balm. The products are free of mineral oil, parabens, phthalates, sulfates and propylene glycol.

WHITE PLAINS, N.Y. — Combe’s aftershave brand Aqua Velva is commemorating its centennial with the launch of a new product to address several shave-related issues that men say they experience.

Aqua Velva 5-in-1 Sensitive After Shave Balm is formulated to be non-burning, provide all-day moisture, help prevent bumps, soothe redness and fight ingrown hairs, the brand said.