Multifunction
The product line keys in on the current consumer expectation for a single product to fill multiple need or facilitate a distinctly enhanced beauty routine.
"While developing this collection one thing was clear: each product had to feature multiple benefits," said Nonie Creme, founding creative director of the product line, in a media release announcing the launch.
"If it wasn't ergonomically-designed, like our patent-pending Precision Painter [nail polish applicator] – which will actually make you paint better, it had to be multi-purpose.”
Filling a niche
Consumers “are addicted to innovation,” and companies meet that expectation with “constant change in the beauty space. New brands, new line extensions, new ingredients, new technologies complicated by multiple channels of trade from prestige to mass, direct to consumer to online, and more” are readily available to consumers,Laureen Schroeder, global director of health, beauty & baby at Daymon Worldwide told Cosmetics Design last month.
Nonie Creme Colour Prevails capitalizes on that consumer interest in innovation. “Recognizing a white space in the industry, Nonie Creme exclusively aligned with Walgreens to fill the gap,” states the media release.
“Nonie Creme Colour Prevails gives customers the ability to create their own unique and unexpected colour moments, straight out of the tube, or hand-mixed and blended as they see fit. The exciting new collection features iconic and unique packaging, exceptional formulas, and a high fashion sensibility that is authentic and luxurious.”
Exclusive marketing
“Bringing in prestige beauty brands that already have built in awareness and a following,” is a strategy that works for exclusive personal care brands looking to build customer loyalty according to Schroeder. And the Nonie Creme Colour Prevails line, with a well-known beauty pro as the founding creative director, is taking a tangential approach.
Affordable color
The cosmetics, priced under $20 an item, range from nail color to lip, eye, and cheek products. "We're pleased to offer the distinct and compelling assortment of Colour Prevails color cosmetics at Walgreens," said Shannon Curtin, group vice president, Walgreens personal care and beauty.
"Whether it's color cosmetics or nail care products, shoppers can explore a variety of offerings including these innovative products and shades."
Speaking of color cosmetics...
Are you up to date with the latest innovations in the multifunctional colour cosmetics segment?
Join our panel of world leading experts in an online forum on March 4th, where we will explore how BB, CC, and DD creams have been the tip of the iceberg in this constantly evolving sector, while also discussing the scientific challenges and examining its' growth opportunities for the future.
