In nearly 20 years, ECRM has become the mass market’s go-to for new products. Each show’s hotel atmosphere guarantees manufacturers a captive audience comprised of buyers and distributors, with regular attendance by retailers such as Walgreens and CVS. But the jury is out on it’s latest venture, a show for the prestige market, which took place this summer. The event, Prestige Beauty Cosmetics, ran concurrently with ECRM’s mass cosmetics and fragrance show, was attended by fewer than a dozen early adapters. Those who attended, however, were pleased with their experience. Here, a recap of some of the biggest news from the companies represented:
* Crabtree & Evelyn took the opportunity to reach out to some prestige buyers it hadn’t sold to before, such as SkyMall, which has a very affluent clientele. The venerable brand is adding new collections to stretch to a younger audience, even eyeing distribution in college bookstores. MGM buyers also toured the show looking for items such as Crabtree & Evelyn for its 150 casino stores.
* An up and coming firm called Chrislie Formulations introduced a brightening facial product called Measurable Difference. Following up on the popularity of BB creams, Chrislie executives think Americans are ready for brighteners – especially masstige retailers who visited the brand.
* Save Your Do was a unique headband created to allow women to work out without ruining their hairstyle, one that buyers said could be a unique item for their stores.
* Manic Panic, the edgy New York-based producer of nail color, wigs and funky cosmetics, showed a program designed for masstige retailers looking to attract young consumers such as cream hair color.
* New teen toiletries were launched by Zachary and Joshua Swauger, two teenage brothers who created their own website and have branched into nail polish and bath products under the Jackie Fame logo. The target audience is young girls and eventually a boys’ line, too.
* For mass merchants, the pipeline of some prestige fragrances has been clamped off leaving more opportunity for alternative brands such as InStyle, as well as more interest in revived scents from Dana including Chantilly and Tabu. Also, the second Jordin Sparks fragrance called Ambition was previewed to the attendees.
* Celebrity endorsements show no signs of abating. Great Britain’s Original Editions presented a line of eyelashes back by Katy Perry. Mineral Fusion Natural Brands announced Emmanuelle Chriqui as a new ambassador for the natural brand.