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BB Cream Market is Poised for Growth

June 4, 2012

BB creams/beauty balms—such as Clinique’s new Age Defense BB Cream Broad Spectrum SPF 30—are resonating with consumers, according to NPD Group.
According to a new report by The NPD Group, Inc., BB creams are doing A-OK.

Also known as blemish balms or beauty balms, BB creams have grown significantly in sales in the past several months by catching the fancy of a small segment of US women, said NPD. In fact, in the 12 months ending March 2012, BB creams sold in US department stores generated close to $9 million in sales, according to NPD BeautyTrends.

Although the incidence of purchasing BB creams is currently very small (2% of total beauty shoppers) the majority of purchasers tell NPD they’re extremely or very satisfied with their last BB cream purchase, and 77% express positive repurchase intent. According to the report, almost four in 10 beauty shoppers say that they would consider buying a BB cream in the future.

“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 seven 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,” said Karen Grant, vice president and senior global industry analyst, The NPD Group.

“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,” concluded Grant.

Women tell 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 eight in 10 beauty shoppers like beauty products that offer multiple benefits, and that rises to more than nine 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%).

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