Cosmetics

Drug Store News,  May 20, 2002  

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It's the lip color category that has been driving the sales of color cosmetics this year, and most of the growth is coming from new brands with advanced technology, such as Max Factor's Lipfinity and Cover Girl's Outlast.

Lip color products are a staple of every chain drug store's advertising program, but retailers this year have been particularly aggressive promoting the top lip color brands. That trend continues in 2002.

Walgreens, for example, featured a mail-in rebate offer for Revlon's Lip Glide Color Gloss on the front p age of its April 28 circular. The centrally placed ad, which was displayed with a photo of Revlon spokeswoman and Academy award-winning actress Halle Berry, featured Lip Glide at $6.99 but it was free with a mail in rebate coupon.

Rite Aid, in its April 28 circular, took a similar tack, focusing on eye and face makeup. Rite Aid ran a manufacturer's coupon supporting L'Oreal's Lash Intensifique mascara and Visible Lift face makeup. Consumers who bought any Visible Lift makeup could take home a Visible Lift Foundation makeup free. Consumers buying a Lash Intensifique at the sale price of $5.99 could bring the rice down to $3.99 with the help of a $2 in-ad coupon.

Top 10 brands in drug

Brand/segment                $ sales (*)  % change

Revlon Super Lustrous--lip    $31.1         -8.7%
Cover Girl Clean--face         27.5          0.6
Maybelline Expert Eyes--eye    27.5         -9.3
Maybelline Great Lash--eye     20.6         -2.0
Revlon Colorstay--face         19.2        -23.9
Revlon New Complexion--face    18.4        -20.6
Max Factor Lipfinity--lip      18.3          n/a
L'Oreal Colour Riche --lip     17.7          9.1
L'Oreal Voluminous--eye        17.3          2.7
Revlon Colorstay--lip          16.0        -14.4

(*)Sales in millions
Top 10 gainers in drug

Brand/segment                 $ sales (*)  % change  $ (*) change

Max Factor Lipfinity--lip       $18.3         NA       $18.3
Cover Girl Outlast--lip          15.4         NA        15.4
Revlon Skinlights--face          10.3      3,037.6%      9.9
Maybelline Wet Shine--lip         9.0         NA         9.0
L'Oreal Wear Infinite--eye        7.8         NA         7.8
L'Oreal Shine Delice--lip         7.6         NA         7.6
Maybelline Wear N Go--lip         7.6        244.0       5.4
Cover Girl Smoothers--face       13.7         18.9       2.2
Olay Complete Radiance--face      7.8         35.1       2.0
Wet N Wild--lip                  10.3         22.8       1.9

Source: Information Resources Inc. for the 52 weeks ended Dec.30

(*)Sales in millions
Cosmetics scorecard

                        Total F/D/M (*)            Drug stores
Category/               $       % chg. vs.       $       % chg. vs.
segment             sales (**)   yr. ago     sales (**)   yr. ago

Facial makeup      $776.5         -2.5%     $443.3         -4.5%
Eye makeup          680.5          1.0       364.2         -0.8
Lipstick            641.7          6.9       400.4          5.4
Makeup combo         42.5        -17.2        19.7        -28.3
Cosmetics storage    32.1          8.5        14.2        -11.2
Makeup remover --    22.7         -2.3        13.3         -5.6
implements
Makeup remover --    19.3          7.9         9.0          0.8
lotion/gel

                       Drug chains only
Category/               $       % chg. vs.
segment             sales (**)   yr. ago

Facial makeup      $381.3         -2.9%
Eye makeup          318.0          0.8
Lipstick            347.7          7.0
Makeup combo         17.5        -26.7
Cosmetics storage    12.8        -10.0
Makeup remover --    11.2         -5.9
implements
Makeup remover --     7.7          1.6
lotion/gel

Source: Information Resources Inc. for the 52 weeks ended Dec. 30

(*)Total F/D/M excludes Wal-Mart

(**)Sales in millions

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