Alphabet cream market trebled and is here to stay, says market analyst

The so-called alphabet cream market – which includes BB and CC creams – grew 3.5 times in 2013, according market analysts at NPD Group, who believe the products are here to stay.

The market grew to a value of £10.6million, up from £3m in 2012, with new product launches helping to drive growth in this sector.

June Jensen, director for NPD Group Beauty UK, said, “Alphabet creams are here to stay. They are already having a significant impact on the beauty market, and on beauty regimes in the UK, helping to recruit new consumers into the category.

Among the key alphabet cream launches of 2013 were the Skin Perfection BB cream from Clarins and Decléor’s Hydrafloral BB cream. Clinique’s Moisture Surge CC cream was the top selling new launch. According to NPD, this month will see the arrival of the EE cream (extra exfoliation).

However, the use of the alphabet creams has come at a cost to other segments of the prestige beauty market. NPD’s data indicates that these products are taking sales from tinted creams, with the market value of tinted creams dropping 12% in 2012 and 15% in 2013. The foundation market has not been affected.

“The huge variety of products in the prestige beauty sector offers the chance to experiment, but there is some confusion about the functions of the various alphabet creams and how to fit them into an existing beauty routine. There’s an opportunity here for the brands to show how their products can be used alongside existing product ranges to complement existing beauty regimes.”   

Image credits: (From left) Decléor, Thalgo, Clarins