Walmart, The Beauty Collection, Massage Envy, Sunpac Executives Reveal Biggest Beauty Trends

Four beauty industry decision-makers pulled back the curtain on what’s driving their business at the recent Efficient Program Planning Session at the Red Rock Resort in Las Vegas. Among the market drivers: clean beauty, the race to be first, indie brands, multicultural lines and mature shoppers driving bold hair-color sales. The panel included Dawn Norvell, senior buyer, hair color, multicultural hair care and hair accessories at Walmart; Maria Rush, vice president of business development for the Beauty Collection Stores; Quintin Bean, executive director of South-Africa-based distributor Sunpac, and Tracy Abbott, senior director of retail merchandising, Massage Envy. Developing an exclusive private label or having an item before the competition is on the front-burner today when seemingly every channel has a stake in the $80 billion beauty business. New-to-market brands are producing the lion’s share of beauty sales gains, while Nielsen data shows that retailer store brands have grown nearly three times faster than the entire cosmetics category over the past five years. Demand for products developed by the experts at Massage Envy inspired a private-label collection called CyMe. A cadre of contract manufacturers who are “mighty and scrappy,” help bring new items quickly to Massage Envy, such as new lip collection, Abbott said. At Walmart, indie

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