When wrapping up a year of beauty launches, the stand-outs of 2014 come down to the brands that have followed trends in product innovation and consumer intrigue. Interestingly, media haven’t focused on new product launches as much as last year, with mymarketmonitor reporting 4,207 new products were mentioned in the print press, which is down 9 per cent from last year.
These launches cover a broad spectrum of products, with brands like John Frieda and Dr.Hauschka even relaunching and reformulating cult product.
In the skincare area, it was all about multi-purpose products, BB, and blurring SKUs, while make-up remained loyal to colour cosmetics and liquid eyeliner. In terms of hair, there was a strong focus on curling tools, with both ghd and Cloud Nine releasing new curling tongs. Body care was dominated by spray-on moisturiser and NIVEA’s In-Shower Lotion, and nail care innovations from Revitanail and ORLY boasted longer-lasting, fast-drying formulations that promote the health of the nail bed.
Skincare
For the Australian print media, L'Oréal Paris Revitalift Magic Blur was a winner, gaining the highest value of media coverage. When just the skincare category is taken into consideration, Garnier 5 Second Blur tops the PR rankings with the most number of mentions.
In ingredients, dermaviduals added Kigelia into its Liposome Concentrate, while the Abeeco Bee Venom Skin Perfecting Serum harnessed venom extracts. Jurlique introduced their biosome5 technology, which contains five anti-ageing extracts and is a staple in its Nutri-Define Superior Retexturising Facial Serum. Hydration trended this year, with Neutrogena’s Hydro Boost range, Australian Certified Organic RosehipPLUS™ Hydrating Day Cream and Indeed Labs Hydraluron Moisture Jelly all edging out the competition. Pigmentation was another key focus in skincare, with the Dermalogica PowerBright TRx and Ultraceuticals Ultra Diminishing Complex launched this year.
In anti-ageing, the Skinov8 Black Magic Instant Wrinkle Eraser Facelift, Osmosis Vitamin A Serums and Paula’s Choice Resist Ultra Light Super Antioxidant Concentrate Serum raised eyebrows, while the Proactiv+ 3-Step blemish control system dominated the anti-acne scene. Dr.Hauschka reformulated its iconic Rose Day Cream and Transformulas appeared on beauty editors’ radars thanks to its LipVolume product, which claims to plumps lips with a collagen-like effect. Other notable launches were BioElements Quick Refiner for Eyes and Sisley Paris Black Rose Precious Face Oil.
Make-up
Colour cosmetics honed in on the neutral, barely-there look, complemented by a metallic eye. According to mymarketmonitor, Estée Lauder Pure Color Envy Sculpting Lipstick had the most PR mentions than any other new beauty product in the make-up category. In eyes, the stand-out launches were Benefit They’re Real! Push-Up Liner, Eylure Katy Perry lashes, and purely organic Physicians Formula CC Mascara. Alpha-H launched its Multi-Perfecting Skin Tint, and Bobbi Brown released another range of liquid foundations. As for lips, Revlon ColorStay Moisture Stain made waves, while priming the lips was brought to consumers’ attention, with Australis launching a Matte Me Lip Mattifying Stick to transform lipstick from glossy to matte.
Hair
Those trademark Victoria’s Secret waves were the aim of the game, and brands stepped up to the Angel challenge with tools, treatments and styling products. Cloud Nine and ghd both launched exclusive curling wands, and Schwarzkopf released their infamous BB Cream for hair. Muk brought out a Fat muk Volumising Blowout Mousse and Indola an Innova Wonder Blow-Dry styling product.
Dry shampoo and conditioner remained on point, with Batiste launching fragranced dry shampoo, Schwarzkopf releasing Extra Care Dry Conditioner, and Cedel introducing range of fragranced hairsprays. In hair care, Carelli released a Gloss Treatment and ACURE a Moroccan argan oil + argan stem cell shampoo. Scunci launched Braided Hair Elastics, and Lady Jane a Tangleze brush. Schwarzkopf Professional brought out a BLONDME range specifically for platinum blonde hair, and Claudia Schiffer followed suit with Schwarzkopf at-home ULTÎME dye.
Body
Vaseline Spray Moisturiser placed more adverts than any other bodycare product. Palmers Rapid Moisture Spray was another popular launch, and NIVEA In-Shower Body Lotion was much-talked-about.
In the tanning category, local brands Salon Tan Professional and bondi sands were both huge hits, and celebrity lines such as Jennifer Hawkins’ Jbronze and Lara Bingle’s The Base garnered much interest. Other memorable launches were JERGENS BB Body Cream and BioElixia Multi-Purpose Rescue Balm.
Fragrance
Viktor & Rolf Bonbon is winning the ‘share of shout’ war, being the fragrance splashed across the most number of editorial pages this year. Agent Provocateur launched fragrances and Impulse revamped scents, while Armani, Jo Malone and Narciso Rodriguez released new cult SKUs.
But above all, the spotlight shone on home fragrance, with Hermès launching a line of candles, Glasshouse collaborating with fashion illustrator Megan Hess, and the Vanessa Megan candle line providing scents for the seasons. Consumers lusted after longer-lasting scents and demanded soy wax melts, but the star of 2014 was room spray. Glasshouse La Maison room fragrance was a prominent launch, with Urban Rituelle Voyager and Jo Malone Scent Surround™ following hot on its heels.
Nails and Teeth
The nail market absolutely boomed this year. A slew of global beauty players, such as L’Oréal, Revlon, and Coty, seized the opportunity to capitalise on the category’s success, acquiring brands such as OPI, CND, and essie. Mavala Switzerland launched a Techni-Colour range, Revlon released Parfumerie scented nail enamel and Maybelline New York sold out of its Colour Show Stripped Nudes Collection. CND, OPI, and ORLY all released gel polish, while Revitanail, Manicare and Sally Hansen focused on nail care products. In teeth, we saw the launch of the Opalescence Go!, and Oral-B collaborated with Delta Goodrem to bring White Strips to media.
Image credit: essie for DKNY backstage at NYFW 2014