While the CoverGirl relaunch is underway, with new marketing having launched in fall 2017 and new product set to appear in 2018, the changes thus far for the CoverGirl brand have been somewhat underwhelming, Jeffries reported today, following store visits over the MLK weekend.

“Marketing has been modernized, but isn’t entirely distinct, patterning off several other emerging growth brands in mass beauty. Product newness (so far) has been repackaging; visible at the store level where inventory is mixed between old and new (side by side). The retail experience has yet to be reimagined—it’s unclear if that’s part of the planned investment. In stores where new floor sets are in process, CoverGirl is down two to four feet in aisle linear footage. Offsetting [this], Coty has secured high visibility promotional space (end caps) that neutralize footage year over year, but will be retained only during the funded period.”

In food, drug and mass channels, mass beauty is tracking down 3 percent exiting 2017, Jeffries continued, a 7ppt deceleration from a year prior. For most FDM retailers, the beauty category has shifted from one of the best performing to among the lowest in 12 months.

For full year 2017 mass market beauty performance and insights, be sure to attend CEW’s upcoming Year in Review and 2018 forecast featuring NPD, Nielsen and Mintel. To purchase tickets, please click here.