The mass market, beauty’s problem child for sales growth, continued to struggle through August, particularly in channels that data services such as Nielsen and IRI track (i.e. drug and grocery). The makeup and nail categories were down 2 percent, though skin care was up 3 percent in the 52 weeks ending Aug. 10, according to Nielsen. Despite how the numbers look on paper, they aren’t all that meets the eye — mass brands are now placing emphasis on a wide range of channels to drive sales, including everything from retailer e-commerce sites to Amazon, off-price stores, dollar stores and Walmart. Fall launches in the mass market follow this pattern. Below, a selection of new brand and product launches.
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