BB creams set for growth in beauty care market: NPD Report

BB creams, also known as blemish balms or beauty balms, registered sales of nearly $9m for 12 months ending March 2012.

BB Creams, which are claimed to be multi-functional products that combine the functionality of primers, SPF and moisturisers, along with the anti-aging benefits of skin serums, are being highly recognised amongst small segment of women in the US, according to the ‘BB Cream Market Looks Promising and Poised for Growth’ report by NPD.

Women expect BB creams to offer skincare and makeup benefits along with better understanding about the product and how it works, the report stated.

Eight of ten beauty shoppers like beauty products that offer multiple benefits, which increase to over nine in ten BB cream purchasers, according to NPD.

Nearly 52% of BB creams purchasers expect beauty products to offer natural looking coverage, while 47% want products that moisturise and hydrate the skin, 42% need SPF sunscreen protection and 38% want improved skin texture.

Though the BB Creams purchasing incidence currently is very small, as only 2% of the total beauty shoppers buy its products; purchasers told NPD that they were extremely or very satisfied with their last BB Cream purchase, and 77% plan to purchase its products again.

NPD Group vice president and senior global industry analyst Karen Grant said that almost seven of ten BB Cream purchasers have replaced either a makeup or skincare product with a BB Cream.

"Even though usage is low right now, as more brands enter the market and the category grows, cannibalization could become a much larger challenge," added Grant.

"Messaging that clearly distinguishes the benefits of and usage occasions for BB Creams versus other facial products could help ensure the coexistence of various products in a women’s beauty regimen. Figuring that out could make the difference in whether BB Creams gain traction more broadly or not," said Grant.