The universe of BB creams—also known as beauty balms (or interestingly, blemish balms), is just starting to hit its stride.
The next step up from tinted moisturizers, BB creams are available from both prestige and mass brands, and all offer a unique twist on benefits and functional pay-off to entice consumers. Chief among these benefits are skin hydration and smoothing as well as brightening, makeup priming and skin protection from SPF; a sheer or light tint to help hide discoloration and redness, and antioxidants and other free-radical fighting elements.
In addition, many BB creams now feature light-diffusing properties to help soften the appearance of fines lines and wrinkles. Tall order for one cream! To get a better idea of just what consumers really think of all that BB creams do and deliver to the skin, we asked more than 400 women to share their thoughts, impressions and take-aways—here’s what they had to say for themselves: Awareness of beauty balms is high. Nearly 100 percent of women have heard of BB creams, 83 percent feel they understand how to use BB creams and 80 percent of women are using them. Of that group, nearly half are using their BB cream on a daily basis and 41 percent a few times a week. When she uses this product, most women are applying it just as they would their moisturizer—with their fingers (80 percent), with only a small percentage opting to use more advanced artistry techniques such as makeup sponges (15 percent) or a makeup brush (5 percent) and two-thirds would replace their favorite moisturizer with a BB cream. It appears consumers view BB creams as a functional, “work-horse” sort-of product, like a moisturizer or sunscreen rather than a finishing product, like foundation or powder, and these hybrid products are fitting seamlessly into her daily beauty regimen (a coveted spot for any product), adding value and benefits to her overall daily beauty experience.
Of the many benefits that beauty balms provide (and there are dozens), leading benefits for consumers include the multi-functional/all-in-one effect (75 percent), the lightweight feel (67 percent), the moisturizing properties (65 percent), the sheer color (56 percent) and the SPF (55 percent). Touted benefits that didn’t score as high were surprising including: added antioxidants (35 percent) and oil-free formulations (36 percent). Given that consumers with dry skin would naturally need a more hydrating formula and not be attracted to an oil-free beauty balm, the low appeal scores for an oil-free formula are perhaps not surprising.
But a lower appeal for added antioxidants seemed contrary to the kinds of benefits women most often demand from their moisturizers, and suggests when it comes to formulating new BB creams or balms, brands should more closely look at what they are promising in order to differentiate their offering from the pack in a way that she’s seeking. As far as BB cream performance goes, consumers are generally satisfied. Ninety-six percent agree BB creams make their skin feel smooth, hydrated (95 percent) and their skin look flawless (79 percent). Additionally, 85 percent of women agree BB creams layer well under foundation, and 81 percent agree they are ideal for all skin tones. However, where BB creams still need to improve is in the tints and colors provided. Only 79 percent feel the sheer tint of most BB creams work on all skin tones, and only 74 percent feel they offer enough coverage to forgo wearing foundation.
Her biggest frustration? Knowing which BB cream to pick; half of women feel it is hard to know the right beauty balm to choose, 31 percent feel they are too expensive and 30 percent feel they don’t offer enough coverage. In fact, when it comes to cost, most consumers feel prices on the lower end of the cost threshold are ideal, and a majority (59 percent) are only willing to pay between $10 and $20 for a beauty balm, and less than 20 percent are willing to pay more than $30. As BB creams continue to flourish, the next great skin care product—CC creams, only just now making their entrance into the U.S. beauty landscape—are already garnering significant consumer awareness. Nearly half of all women (47 percent) have heard of CC creams. It would seem multi-functional products are here to stay.
by Alisa Marie Beyer
