Beauty Store Business

DEC 2017

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8 December 2017 | beautystorebusiness.com News From left: courtesy of Riley Rose, Covergirl. RILEY ROSE OFFERS NEW BEAUTY STORE CONCEPT Riley Rose has made its debut with the opening of its first store at the Glendale Galleria in Glendale, California. Founded by Linda and Esther Chang, the daughters of Forever 21's founders, the unique beauty lifestyle store plans to open 10 more stores in shopping malls by the end of 2017, with at least three more planned for 2018. With Riley Rose, the Chang sisters have created something new in beauty retailing. The store carries roughly 200 brands, and only about 80 of those brands are beauty. Some of the beauty brands include indie and K-beauty cult-favorites like Winky Lux, Tony Moly, Pacifica, R+Co, RMS Beauty, Too Cool for School, Sigma Beauty, Glitter Injections and Floss Gloss. "We've been fortunate to travel around the world and see a lot of products and different concepts, and we felt like the U.S. was missing some of this stuff," Linda Chang says. The items will be rotating on the basis of popularity to give cus- tomers a chance to discover new and different brands each time they visit. Incorporating brands committed to no animal testing, PETA approves and says, "Riley Rose will be selling at least a few of our favorite cruelty-free brands: Brite Organix, Lime Crime, Obsessive Compulsive Cosmetics and Stila." In contrast to Forever 21, Riley Rose carries products that range in price starting as low as $2 to as high as $189. Accompanying the beauty products are sections that include accessories and home goods, which differentiate the store from more mainstream beauty retailers. Customers will discover an assortment of appealing goods such as candy, bath bombs, mugs, gold kitchenware, Bkr bottles, phone cases, faux succulents and even a stationary section filled with glitter pens and journals. Catering to digital-savvy Gen Z and millennial consumers, Riley Rose embraces technology by featuring iPads with beauty tutorials in the center of the store as well as a live feed that shows customers' images when they tag Riley Rose on their social media. The store provides selfie stations throughout to encourage an interactive feel and social media posting. Customers can effort- lessly use their phones to research anything they see in the store within seconds, empowering them to explore offerings through digital and social moments throughout the store. Sephora and Ulta have new competition. COVERGIRL'S DIVERSE NEW AMBASSADORS CoverGirl has been breaking trends by sign- ing on racially and age-diverse talent. The beauty brand's latest ambassador is 69-year-old model and registered dietician and nutritionist, Maye Musk. Musk holds two master's degrees and comes with more than 50 years of modeling experience. (She's also the mother of billionaire Elon Musk, founder of PayPal and Tesla.) On her partnership with CoverGirl, Musk says, "Who knew, after many years of admiring the gorgeous CoverGirl models, that I would be one at 69 years of age? It just shows, never give up. Thank you CoverGirl, for including me in your tribe of diversity. Beauty truly is for women of all ages, and I can't wait to take you all along this amazing journey with me!" Along with Musk, now the oldest CoverGirl model, CoverGirl signed Shelina Moreda, motorcycle racer, and Massy Arias, fitness trainer, to the CoverGirl family. Moreda's finds that makeup allows her to set herself a part from her fellow male competitors and takes pride in feeling pretty. "More importantly, it makes me feel strong, and confident. As a female athlete who competes in the male-dominated world of racing, I'm proud and stoked to represent a brand that allows me to stand up and say that it is powerful to feel pretty," Moreda says. Massy Arias, who has a following of 2.3 million on Instagram, shows her follow- ers routines, tips and tricks on how to stay fit and eat healthy. Throughout many of Arias' posts, she is seen wearing makeup during her workouts. "It's extremely humbling now to be in a position where I can possibly inspire young girls and women around the world," Arias says. CoverGirl's family continues to grow larger and all-inclusive, representing new faces across all races, ages, religions and profiles. GLOBAL DRY SHAMPOO MARKET TO EXPAND According to a new report from market intelligence firm Transparency Market Research, the global dry shampoo market is likely to expand at a CAGR of 6.2 percent between 2017 and 2022. At this rate, the market is expected to reach $4.1 billion by the end of 2022—an increase from its estimated value of $3 billion in 2017. Gains are attributed, in large part, to several factors, including the needs of the growing global working class, consumer demand for natural haircare products and the influence of hairstylists and fashion models. As dry shampoo reduces sebum from the scalp without the need for water, its convenience has mass appeal. Manufacturers have seized the opportunity to offer natural variants to the conventional dry shampoo, which are free of chemicals associated with damaging the hair and are designed to boost hair and scalp health with their ingredients. With an increase of scalp-related health issues, these natural dry shampoo offerings are rising in popularity. Trendsetting hairstylists and fashion models also have taken to dry shampoos, valuing them for their ability to provide hair volume and texture. Chemical-laden hairstyling products and frequent shampooing have been connected with acute scalp issue—including baldness. Spray forms of dry shampoos hold the greatest share of the market at 66.2 percent, with an estimated value of $2 billion in 2017.

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