Last week, we attended CEW’s Product Demonstration, where over 800 products and 433 brands showcased their newest products. The sold-out event was not only exciting in the number of new products and brands that were showcased, but also exciting in the advancements, ingredients, and technologies that were put on display this year. Here’s what caught our attention in each category.
In skin care, facial masks remain heavy-hitting staples as marketers continue to bring new formats and fun concepts to consumers. Two exciting products showcased at the event include the new Masque Bar Pretty Animalz Unicorn, a unicorn character print sheet mask with botanical extracts to soothe irritated skin and prevent blemishes, and nia Sunday Detox, a whipped clay peel-off mask geared towards the hip millennial looking for a product that undoes the signs of a long, crazy week. Both skin care items are ranked in our Amalgam Beauty Digital Tracker service as best sellers in skin care in 2017.
In hair care, professional and luxury hair care brands are expanding their reach with increased exposure in select retail, as well as stepping up their game when it comes to technological advancements. Ouai Haircare, a brand that can be found in department stores, QVC, and Sephora, demonstrated its Memory Mist, a hair primer that provides heat protection and memorizes the hair’s shape and texture until the next shampoo.
The concept of niche fragrances, which has been a major trend within the fragrances product category in the last few years, shows no signs of slowing down. This year, a new category specifically for niche fragrances was launched at the CEW product demonstration. With so many people embracing a holistic lifestyle, an exciting launch that seeks to bring serenity to the mind and body is The Harmonist’s Yin and Yang Travel Collection. The scents are said to be made with the rarest and most natural ingredients to ensure that the scents are truly pure and unique to anything else on the market.
In the makeup category, we couldn’t help but notice the attention brands took to highlighting superfood ingredients. 100% Pure showcased its Green Tea Giber Brow Builder, while VMV Hypoallergenics demonstrated its Boldly Glow Coconut Oil Skin Bloom Blush Stick. We were also excited to see many of the most anticipated brand launches in 2017, such as Fenty Beauty and KKW Beauty, showcasing their newest products. Fenty Beauty showed off its Pro Filt’r Soft Matte Longwear Foundation while KKW Beauty showcased its Crème Contour & Highlight Kit.
These and other new developments will be included in our upcoming Cosmetics & Toiletries USA report, to be published this spring/summer. Along with our Beauty Retailing: U.S. Channel Analysis and Opportunities and Amalgam Beauty Digital Tracker service, together, they serve as a complete tool to master the entire beauty landscape in the United States.
Written by Dana Kreutzer, Senior Analyst, Kelly Alexandre, Senior Analyst, and Donna Barson, Senior Associate
Impressions from CEW Product Demonstration 2018
