Are alphabet creams the beauty market’s secret weapon?

Market grew 3.5 times in 2013 to a value of £10.6m

London: 26th March 2014: The market for so-called Alphabet Creams – BB (Beauty Balm) and CC (Correct and Cover) in particular – is growing at a rapid pace, according to the NPD Group Inc, a global information company.

Market size for alphabet creams

The Alphabet Cream market grew by 3.5 times in 2013 to reach a value of £10.6 million, up from £3 million in 2012. The market continues to grow with the launch of new products driving expansion. In 2013 Clinique’s Moisture Surge CC cream was the top selling new launch, generating a significant value, followed by Skin Perfection BB cream from Clarins, and Dior’s Diorskin Nude BB cream. Other prestige brands launching new products last year to maximise the rising market include Chanel’s CC cream, Yves Saint Laurent’s BB cream and Decleor’s Hydrafloral BB cream

Alphabet creams vs tinted creams

Women are using Alphabet Creams in two ways: some as the beauty sector would prefer, are adding them to their daily routine, but others are looking for multi-task products that replace the need for several products, for instance a moisturizer and foundation in one.

Although at present Alphabet Creams represent only a small part of the market, they are rapidly taking sales from Tinted Creams. The market value of Tinted Creams has declined since the introduction of Alphabet Creams, dropping -12% in 2012, and -15% in 2013. As a result, the NPD Group believes they will soon overtake the market value of Tinted Creams. Foundation however has been unaffected, growing its market value every year since 2011 (see chart).

The NPD Group: The Alphabet Cream Market

June Jensen, Director for The NPD Group Beauty UK, says: “Women want to look after their skin and to achieve a natural, flawless look. The huge variety of products in the prestige beauty sector offers the chance to experiment, but there is some confusion about the functions of the various Alphabet Creams and how to fit them into an existing beauty routine. There’s an opportunity here for the brands to show how their products can be used alongside existing product ranges to complement existing beauty regimes.”

EE creams arrive in March

EE Cream - meaning 'extra exfoliation' – will arrive in the next few weeks. The prestige beauty sector has high hopes that EE Creams will quickly become a million pound market like BB and CC Creams. The first launch is from Previse Skincare with an EE product containing marine granules.

June Jensen, Director for The NPD Group Beauty UK, says: “Alphabet Creams are here to stay. They are already having a significant impact on the beauty market, and on beauty regimes in the UK, helping to recruit new consumers into the category.”


Press Contact

Lucy Green
Greenfields Communications
07817 698366
Lucy@greenfieldscommunications.com

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