Alphabet Beauty.

Screen shot 2013-07-09 at 11.34.08 AMIf you have taken a stroll down the cosmetic aisle lately you may have noticed that skin care has swallowed some alphabet soup.  BB and CC skin cream and just newly released DD skin cream? Just what are these alphabet beauties and why are they so hot right now?

BB creams (stands for Beauty Balm or Blemish Base) are tinted moisturizers that also deliver other benefits like SPF and anti-oxidants. Elizabeth Siegel, Allure magazine editor explains: “BB Creams are like tinted moisturizers on steroids,” she wrote on allure.com. CC (stands for Conceal & Correct) creams go one step beyond BB creams by doing all that BB creams do plus color correct to help banish skin tone imperfections. And just released  DD creams (stands for Disguise & Diminish) is a “Dynamic Do-All” (or DD) Cream which adds up BB + CC and adds anti-aging properties to equal DD.

Screen shot 2013-07-09 at 11.36.12 AM

But why have these alphabet soup multi-purpose creams taken off? With the advent of female consumers  looking to multi-task their skin care regimen and have their products simplified and work harder for them, marketers have taken a cue from what is hot in Asia. The all-in-one cream market is one of the fastest growing  in the U.S. health and beauty market with $36 million sales in 2012 compared with $2 million in 2011. Brands such as Dior, Maybelline and Revlon all launched formulas following the arrival of the first BB creams in Asia.

By targeting specific consumers such as BB for younger consumers and DD for older female consumers, marketers are hoping to address the target’s simplified beauty needs while minimizing cannibalization by providing different benefits. Is it just hype or is all-in-one beauty in a bottle as simple as ABC? For now, consumers are gobbling up this beauty alphabet soup.

photo credit

This entry was posted in Marketing Tactics. Bookmark the permalink.

Leave a Reply

Your email address will not be published. Required fields are marked *