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It’s an age-old beauty debate and one that never tires: Who is the king of the castle - skincare or cosmetics? While cosmetics are the foundation of the beauty world, skincare is the largest category in the industry, including the direct selling market, and this is where beauty brand is seeing a significant shift in direction. While its skincare offering has always been secondary to its renowned cosmetics line, recent changes to Mary Kay’s brand strategy and product innovation have resulted in skincare now outselling its cosmetics range.
For Mary Kay, skincare currently contributes to 37 per cent of its total gross profit in comparison with colour cosmetics that contribute 20 per cent. By 2014, the number of consumers over 50-years-old worldwide will total 1.6 billion, 22 per cent of the predicted seven billion global population,” says marketing manager of Mary Kay Cosmetics Juliana Hui.
The brand’s innovation in anti-ageing products has driven this result, specifically with the launch of its latest product TimeWise Plus+ Volu-Fill Wrinkle Corrector. The new anti-wrinkle product has achieved incredible results with 100 per cent of women showing an improvement in wrinkle severity, tested over an eight-week independent clinical study in which 31 women used the product morning and night.
The wrinkle corrector falls in line with the current ‘convenience trend’, the term given to growing consumer desire for multifunctional products. The TimeWise Plus+ Volu-Fill Wrinkle Corrector impacts all six wrinkle zones with an exclusive that contains targeted Volu-Fill volumising technology and retinol that acts as a catalyst for skin revitalisation. Formulated with ingredients to instantly fill in wrinkles, it also features hyaluronic acid to act as a moisturising magnet, and retinol to provide anti-ageing benefits. The product is suitable for sensitive skin, and has a precision tip applicator that allows for targeted usage.
Over the next year, skincare is expected to increase worldwide by 12 per cent* in value terms, driven specifically by facial care. In Australia, anti-ageing products are expected to experience the highest growth in skincare, supported by the latest technologies and scientific breakthroughs, something that Hui agrees with: Considerable opportunities exist to advance and develop consumers’ skin care regimens, specifically to graduate consumers to more need-specific and targeted skincare solutions.”
Mary Kay is committed to developing targeted products with a focus on educating consumers about the benefits of the ingredients in those offerings. With these advances in product innovation, Mary Kay has two strong contenders for the crown.
You can purchase Mary Kay® TimeWise Plus+ Volu-Fill Wrinkle Corrector and other Mary Kay products online via Beauty Direct website http://beautydirect.marykay.com.au/
* Source: Euromonitor.com.
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