What to Watch: 8 Mass Beauty Launches for Fall

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. Essie Expressie L’Oréal-owned nail brand Essie has a new franchise aimed at younger consumers called Expressie. The 40-shade collection, priced at $9 each — all new colors for the brand — features a quick-drying formula and a slim bottle and brush designed to perfect the DIY-manicure experience. Expressie, out in December on Essie.com, is the brand’s first consumer-only launch — it typically launches products in both the professional and consumer channels. Earth to Skin  Walmart in August is rolling out a new private label skin-care brand

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