• Print
Web Content Viewer (JSR 286)

NPD Reports Women Go Bonkers for BB Creams

Web Content Viewer (JSR 286)
Web Content Viewer (JSR 286)

BB Cream Market Looks Promising and Poised for Growth

Port Washington, NY, May 11, 2012 – According to a brand new report by The NPD Group, Inc., a leading market research company, BB Creams* also referred to as ‘blemish balms’ or ‘beauty balms’ have grown significantly in sales in the past several months. The relatively new product is quickly catching the fancy of a small segment of U.S. women. In the 12 months ending March 2012, BB creams sold in U.S. department stores generated close to $9 million according to NPD BeautyTrends®.

Women tell NPD that while they expect BB Creams to provide skincare and makeup benefits, they want to understand more about the product and how it works. According to NPD, about 8 in 10 beauty shoppers like beauty products that offer multiple benefits, and that rises to just over 9 in 10 for BB Cream purchasers. The top five benefits expected from a BB Cream include: natural looking coverage (52%), moisturizes/hydrates skin (47%), nourishes/treats skin (42%), provides SPF sunscreen protection (42%), and improves skin texture (38%).

Although the incidence of purchasing BB Creams is currently very small (2% of total beauty shoppers) the majority of purchasers tell NPD they’re extremely or very satisfied with their last BB Cream purchase, and 77 percent express positive repurchase intent. According to the report, almost 4 in 10 beauty shoppers overall say that they would consider buying a BB Cream in the future.

“About half of all beauty shoppers are sitting on the fence, saying they may or may not buy BB Creams in the future. Why does that matter? Almost 7 in 10 BB Cream purchasers have replaced either a makeup or skincare product with a BB Cream. Even though usage is low right now, as more brands enter the market and the category grows, cannibalization could become a much larger challenge,” said Karen Grant, vice president and senior global industry analyst, The NPD Group.

“Messaging that clearly distinguishes the benefits of and usage occasions for BB Creams versus other facial products could help ensure the coexistence of various products in a women’s beauty regimen. Figuring that out could make the difference in whether BB Creams gain traction more broadly or not,” ended Grant.

*BB Creams also referred to as ‘Blemish Balms’ or ‘Beauty Balms,’ are multi-functional products that combine the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums.

Web Content Viewer (JSR 286)
Web Content Viewer (JSR 286)

Fill out this form to learn more!

Web Content Viewer (JSR 286)

For more info

Press Release Contact Form




Press Contact

Dora Brunette

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Web Content Viewer (JSR 286)

Subscribe to email alerts from The NPD Group Blog and more.

Web Content Viewer (JSR 286)

Recent Press Releases

May 7, 2015

Apparel Industry has Opportunity to Boost Awareness of Smart Fabrics, Reports NPD

Port Washington, NY, May 7, 2015 – Consumer awareness of smart fabric technology available in today’...

Read More
April 20, 2015

Growth in U.S. Apparel Sales Driven by Smaller Regional Markets, Reports NPD

Top U.S markets are gaining online sales, but losing the in-store impulse purchase activity responsi...

Read More
February 19, 2015

A More Casual, Active Lifestyle Drives Fashion Sales Growth in 2014, Reports NPD

Consumer emphasis on activewear and accessories will likely continue, but also evolve in 2015 Port ...

Read More