| In The Battle For Beauty Shoppers, Ulta Is Pulling Ahead Of Sephora And Amazon - Forbes Posted: 19 Mar 2019 12:00 AM PDT Fans gather at local Ulta Beauty in Houston to greet Kylie Jenner. (Photo by Rick Kern/Getty Images... [+] for Ulta Beauty) Getty Both Ulta and Sephora are exceptional retailers, as my Forbes.com contributor colleague Steven Dennis reported recently. Roughly equivalent in footprint—1,174 Ulta stores and about 1,100 free-standing Sephora stores and J.C. Penney shop-in-shops—both retailers did extremely well last year. Ulta Beauty just announced sales were up 14.1% in 2018 reaching $6.7 billion. And while LVMH doesn't break out Sephora from within its Selective Retailing group, it highlighted Sephora's sales growth as contributing to its 10% corporate growth in 2018. Another fellow Forbes.com contributor Walter Loeb has written an excellent analysis of Ulta's recent performance. Then there is Amazon. EMarketer estimates Amazon reached $16 billion in total health, personal care and beauty product sales, a 37.9% increase over 2017. Though only a subset of that total compares with Ulta
's and Sephora
's range, it is notable that health, personal care and beauty products is Amazon
's third fastest-growing category after food and beverage and apparel and accessories. The beauty business is an extremely active one in terms of frequency of purchase, with some 70% of consumers making monthly purchases, according to Cowen's Consumer Tracker. And in beauty retail, Ulta, Sephora and Amazon are the major players. One chart explains it all With all the numbers and accompanying analysis floating around, sometimes the answer to what is really happening in the fiercely competitive beauty retail business boils down to one chart. This is it: The survey question, "When shopping for beauty products (e.g. cosmetics, skincare, fragrance, hair products), I prefer to shop at:.." Cowen Consumer Tracker, Feb. 2019 (n=1,276); When shopping for beauty products, I prefer to shop... Cowen & Company As much as exclusive products, like Kylie Cosmetics and Morphe at Ulta and Fenty Beauty at Sephora, are credited with each beauty retailers' boost in sales—
and Amazon is Amazon— I think the main reason Ulta is breaking from the pack is not so much what it sells but how it sells. Ulta offers a breadth of assortment covering the widest range of customer needs at all price points, a personalized approach for customers in how they want to be served from full-service to self-service, and a newly expanded rewards and credit card program that actually builds loyalty, some 31.8 million strong. Further, Ulta has a more integrated mobile app that supports customers in the many ways they want to shop. For example, SimilarWeb reports that 60% of Ulta visitors in 2018 came via its mobile app, as compared with 48% of Sephora's. As strong as Ulta's e-commerce business is (it accounted for 11% of sales in 2018 and grew 25.1% in the fourth quarter on top of 50.4% in the fourth quarter of 2017), online sales growth in 2018 didn't meet expectations. But that was largely due to a channel shift, specifically "our guest's avid interest in coming to the store," said CEO Mary Dillon in the most recent earnings call. This is a good thing for the future of the company. Photographer: Gabby Jones/Bloomberg © 2018 Bloomberg Finance LP The physical store is where Ulta's magic happens and where shoppers' emotional connection with the brand is built and reinforced in each visit. Unlike the Sephora store, which leans toward prestige lines that can be a bit off-putting to the everyday shopper, Ulta stores have an open feeling and more down-home friendliness delivered by the sales associate. Ulta stores are simply more accessible. The best of Ulta happens in the store The physical store is where Ulta can learn the most about the customer, her wants and needs, and so is able to cater to her during each visit, or him, as more men are finding it a comfortable place to shop for themselves. Ulta also bridges the generation gap better than Sephora. While Ulta is particularly strong among the under-34 set, as is Sephora, Ulta attracts a wider age range of customers. In terms of its online traffic, 32% of Ulta visitors are 45 years and older, as compared with 25% for Sephora, according to SimilarWeb. Because Ulta draws a wider spectrum of guests, it is able to execute its "mass migration" strategy, where sales associates introduce shoppers brought in to purchase mass brands to more prestige brands. "It's a unique aspect of the Ulta Beauty experience," commented Scott Settersten, treasurer and CFO in the earnings call. "That behavior is quite strong." As much as Ulta is working to personalize its e-commerce experience through product and co-product recommendations, replenishment reminders, and even customizing the guests' home page depending on whether they are a first-time visitor or their history from previous visits, the ultimate personalized shopping experience is still delivered in-store person-to-person. "We
' re all really focused on what our guests are looking for at the end of the day, and if we can make sure to offer that to them; I think we're going to continue to be in a good place," Dillon said. Among the things Ulta's guests want is a personal experience with the many digitally-native brands that are showcased in the store. In addition to Kylie and Morphe, Ulta satisfies its guests' digitally-fed curiosity with brands like Morphe x James Charles Palette, Revolution Beauty, Lime Crime, Ofra and Sugarpill. "'New' continues to drive traffic and share gains across all categories," Dillon shared, and added that new programs from Tarte, Urban Decay, Smith & Cult, GrandeLASH, an exclusive fragrance from Ariana Grande, a new line of cannabis-infused skincare Cannuka and the expansion of Kiehl's to all stores will attract more guests. It all comes down to which beauty retailer understands its customers better and on that score, Ulta is way ahead in the U.S. market and its advantage is only likely to grow in the future. That's because its strategy is to draw customers into the actual store to touch, see and try the Ulta's "possibilities are beautiful" brand experience. See also: Sephora, Ulta And The Battle For The $56 Billion U.S. Beauty Retail Market Note: Morphe x James Charles Palette, Lime Crime and Ofra were misspelled upon original publication due to transcription error and corrected.  |
| The Best of Beauty Awards of 2019 - GoodHousekeeping.com Posted: 15 Apr 2019 12:00 AM PDT Our Good Housekeeping Institute beauty experts evaluated over 1,000 skincare, hair and makeup products to find which ones really work. From GH Seal stars to breakthrough innovations and the year's hottest picks — here are the top 75 our experts stand behind.
How We Tested The Good Housekeeping Institute Beauty Lab's chemists, Ph.D. director, and beauty team experts evaluated thousands of skincare, hair, and makeup products using both consumer and Lab testing with state-of-the-art scientific instruments to find which products on the market really work and stand above the rest. The Good Housekeeping Beauty Awards encompass the Beauty Lab's best-tested products, GH Seal stars, breakthrough innovations, and the year's hottest new picks. ![]() GOOD HOUSEKEEPING SEAL STAR Multi-Benefit SPF Day Cream Mary Kay marykay.com $32.00 More than a moisturizer, Mary Kay's lightweight day cream boasts actives like antioxidants and peptides for high- level hydration, brightening, and line-fighting benefits. TESTER NOTES Both formulas (for combination-to- oily and normal-to-dry skin) got absorbed fast and were non-greasy, users said. LAB LOWDOWN Clinical studies showed that 80% of testers saw an increased glow and 70% perceived minimized facial lines. ![]() GOOD HOUSEKEEPING SEAL STAR Youth-Boosting Moisturizer A Beauty Lab favorite, this luxe- feeling Roc cream is based on the research-verified ingredient retinol, which speeds up skin cell turnover to reduce dark spots and wrinkles starting in as little as seven days. TESTER NOTES In clinical tests, volunteers' skin looked 32% smoother and more radiant after one week of daily use. LAB LOWDOWN The formula improved the look of wrinkles and dark spots by 46% over eight weeks and kept skin moisturized for a full 24 hours, data revealed. ![]() GOOD HOUSEKEEPING SEAL STAR Supercharged Serum With concentrated quantities of the powerhouse brightener niacinamide and smoothing peptides, Olay's silky serum delivers almost instant results. LAB LOWDOWN The potent 5% niacinamide effectively sped up skin cell regeneration, and cheek and eye lines were visibly smoothed 10 minutes after application, evaluations found. ![]() GOOD HOUSEKEEPING SEAL STAR & LAB TEST WINNER Firming Neck Treatment The best in the Beauty Lab's neck cream test, No7's serum effectively tightens notoriously stubborn crepey and sagging neck skin. TESTER NOTES "My neck was more firm," one reported, and another was impressed by the same effect on her jawline. LAB LOWDOWN Our before-and-after digital imaging revealed the most improvement in lifting and tightening neck skin of all products tested over 12 weeks of daily use. ![]() GOOD HOUSEKEEPING SEAL STAR Wrinkle-Smoothin Night Cream Neutrogena amazon.com $17.84 Starring a special fast-acting form of retinol plus skin-plumping hyaluronic acid, this Neutrogena overnight lotion tackles all types of facial creases while you sleep. LAB LOWDOWN In a test on 120 women, an impressive 100% had noticeable results after one week; it diminished the look of deep forehead, cheek and crow's-feet wrinkles as well as brightened skin tone in eight weeks. ![]() LAB TEST WINNER Age-Fighting Face Peel Dermalogica dermalogica.com $85.00 The winner of the Beauty Lab's at-home facial peels test, this lactic acid formulation rated best with testers for evening skin tone and reducing lines, with 100% confirming that they'd use it again. ![]() GOOD HOUSEKEEPING SEAL STAR All-In-One Eye Cream L'Oreal Paris amazon.com $19.23 Made with softening botanical oils and depuff- ing caffeine, the light yet mighty cream is proven to hydrate, firm and smooth crepey eye skin and crow's-feet plus lessen the look of dark circles and bags. BREAKTHROUGH Pro Laser This in-office treatment is the first to combine two types of lasers in a single session for better results in less time. Beauty Lab Senior Chemist Sabina Wizemann reported a noticeable improvement in dark spots and pore count after one visit, with minimal downtime. ![]() GOOD HOUSEKEEPING SEAL STAR Line Filler Zero in on etched lines with this peptide-packed serum; 70% of users saw visible reduction in forehead wrinkles, 73% in lip area lines and 66% in creases between brows after two weeks. ![]() LAB TEST WINNER Powerful Moisturizer $28 sephora.com A gold standard, the Clinique lotion stands the test of time, effectively hydrating skin for hours in Lab assess- ment despite a featherweight feel. LAB LOWDOWN Measurements with the Lab's Corneometer device, which gauges skin hydration levels, showed that it increased moisture by an impressive 41% over six hours ![]() LAB TEST WINNER, BARGAIN BUY Balancing Face Wash Cetaphil amazon.com $17.19 With a powder-fresh scent and mild suds, Cetaphil topped the Lab's face wash test for cleansing thoroughly yet leaving skin soft. TESTER NOTES Several remarked that it was gentle and great for sensitive skin. "It didn't overdry, strip or irritate," one raved. LAB LOWDOWN Testers ranked it highest of all cleansers, with 86% saying they'd continue using it. Plus, it scored well for rinsing off easily and making skin feel hydrated. ![]() LAB TEST WINNER Reviving Face Oil Lancome lancome-usa.com $49.00 Infused with a bouquet of botanical oils (rose, evening primrose, geranium), Lancôme's translucent blend was a winner of the Lab's facial oil test thanks to its subtle floral scent and hydrating effects. TESTER NOTES The "luxurious" liquid was "soothing and calming," and it made skin look "more radiant and feel "fresh and alive." LAB LOWDOWN It increased skin's moisture content by 11%, nearly the highest level of all face oils evaluated, over six hours in Lab testing. ![]() LAB TEST WINNER, BARGAIN BUY Purifying Face Scrub Number one in the Beauty Lab's face scrub test, Acure's formula clarifies skin with a blend of walnut shell powder and green clay. TESTER NOTES Fans called it the best they'd ever used. "My skin looks so refreshed and smooth, I didn't need makeup," one marveled. LAB LOWDOWN It earned a perfect score for complexion cleansing in a test of full-coverage makeup removal and rated highest with testers for clearing impurities and brightening. ![]() NEW & HOT, BARGAIN BUY Nourishing Cleanser This unique face wash in solid balm form morphs into an oil on skin and doubles as makeup remover; it left one tester's complexion feeling "supple, as if I'd applied moisturizer." ![]() NEW & HOT, BARGAIN BUY Glow-Giving Primer Shake up the innovative dual-phase makeup primer/serum hybrid, then pat it on skin to instantly look "luminous," one tester said, thanks to a cocktail of natural oils, vitamins and kiwifruit water. ![]() GOOD HOUSEKEEPING SEAL STAR Brightening Cream A cloud-like moisturizer with 5% niacinamide and green tea, it quickly soaks into skin, ups radiance through an eight-hour day and fades and shrinks dark spots and pores over time, Lab data confirmed. ![]() NEW & HOT On-The-Go Skin Fix L'Oreal Paris amazon.com $12.99 Lab experts loved this portable silkening shea butter–and-honey balm for fast relief of uncomfortably parched, flaky skin, as a rich overnight face "mask" and on rough cuticles. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Makeup Remover Swipe Garnier's 2-in-1 micellar water makeup remover/face wash on skin with a cotton pad (no rinsing!). LAB LOWDOWN The formula thoroughly cleanses and clears makeup, yet is nondrying, Beauty Lab evaluations found. ![]() LAB TEST WINNER Radiance-Enhancing Face Wash Naturally scented with cucumber and blended with nourishing botanicals like sunflower oil, Fresh's nearly foamless wash was mildest on skin and best at boosting radiance. TESTER NOTES "I have extremely sensitive skin and had no reactions to this," one marveled. It also left skin "brighter" and with "a glow," others said. LAB LOWDOWN A rare 100% of testers, including those with sensitivity, said it didn't irritate. ![]() GOOD HOUSEKEEPING SEAL STAR Detoxifying Face Mask Mary Kay marykay.com $24.00 Treat your complexion to this rinse-off charcoal and clay Mary Kay mask, which is proven to nix grease and clarify. LAB LOWDOWN The formula reduces skin's oil 89% and shine 84% in 15 minutes, Lab data evaluation showed. MADE-FOR-YOU FACE SERUM $195 SHOP NOW This state-of-the-art SkinCeuticals technology allows you to get a face serum custom-made (and labeled!) for your skin on the spot at a dermatologist's office. LAB LOWDOWN "The service combines pro assessment with an advanced algorithm to tailor specific concentrations of science-backed ingredients like glycolic acid and retinol to an individual's skin needs. These are then mixed by a machine in a base for your skin type," says Beauty Lab Senior Chemist Sabina Wizemann. "It's superior to all other personalized skincare on the market." ![]() GOOD HOUSEKEEPING SEAL STAR, LAB TEST WINNER, BARGAIN BUY Affordable Face Oil Palmer's amazon.com $9.88 The lowest-priced of the face oils the Good Housekeeping Beauty Lab tested, Palmer's 10-botanical-oil blend (with argan, apricot and almond oils) was also a hero skin hydrator. TESTER NOTES Skin had a "healthy glow" and "... the lines are gone!" two said. LAB LOWDOWN In testing using the Beauty Lab's Corneometer device, which gauges skin hydration levels, it measured an 8% skin-moisture uptick without feeling heavy. ![]() LAB TEST WINNER, BARGAIN BUY All-Star Mascara Maybelline amazon.com $5.99 The top of the Lab's mascara test, this buildable Maybelline New York magic wand won for giving lashes natural-looking definition. TESTER NOTES Eyelashes looked "thick and lush" and "long," and it "lasted through Zumba sessions without smudging or flaking." LAB LOWDOWN The formula scored highest at separating lashes, brushing on smoothly and not clumping. ![]() LAB TEST WINNER First-Place Foundation GIORGIO ARMANI amazon.com $79.95 This luxurious satin-finish Armani Beauty base proved worthy of its best-seller status (and high-end price): It earned the top rating in the Beauty Lab's test of label-masked foundations for gliding on feeling like— true to its name—silk. LAB LOWDOWN Professional-makeup-artist evaluators gave the "good for all skin types" formula, in a selection of 30 shades, the highest overall score. They found that it had the smoothest texture and was best for spreading on and blending into skin. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Budgeproof Brow Definer L'Oreal Paris amazon.com $13.97 To fake full, well-shaped brows that stay put, look no further than L'Oréal Paris's water-resistant tinted gel, in five shades with a dual- sided blending brush. LAB LOWDOWN In a 100- woman test, 85% said their brows looked thicker and 93% said it wore well for a full day, data showed. ![]() LAB TEST WINNER Waterproof Mascara La Roche-Posay amazon.com $25.00 Even H2O won't mess with La Roche-Posay, the Beauty Lab's winning waterproof mascara. TESTER NOTES "The first one that didn't smudge through crying, sweating or rubbing," with "volume so noticeable, I could skip eyeliner." LAB LOWDOWN It scored high for not running or smearing in the Lab's splash test, which involves vigorous repeated exposure to warm water. ![]() LAB TEST WINNER, BARGAIN BUY Longwear Eyeliner Physicians Formula amazon.com $5.99 Physicians Formula's retractable liner hit the mark for best pencil, drawing bold lines that lasted at the most affordable price. TESTER NOTES It delivered "really rich color" that "glided on easily and stayed all day," several said. "I got many compliments!" LAB LOWDOWN 100% of testers reported that the liner didn't fade during wear, better staying power than all others evaluated. ![]() LAB TEST WINNER Powder Foundation Bare Escentuals amazon.com $17.99 One of the trailblazers of mineral makeup, BareMinerals lived up to its legacy, out- performing all other powder foundations in the Lab's test, providing versatile coverage that's buildable from sheer to full in 30 shades. TESTER NOTES "You can't make a powder much better than this," one marveled. "It's great for taking away redness," another remarked. LAB LOWDOWN The matte- finish powder earned points on par with liquid formulas for smoothness and effortless uniform dispersion on skin. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY 3-in-1 Base COVERGIRL amazon.com $9.19 Swirled with skincare ingredients like brightening vitamin B3 and softening vitamin E, this cream foundation goes on like face moisturizer and can double as cover-up, our Lab expert says. ![]() LAB TEST WINNER Full-Cover Concealer IT Cosmetics itcosmetics.com $26.00 Find the perfect match for your skin tone among this dense cream's huge range of 48 hues; it scored a rare 100 for flawless coverage of all types of skin issues in the Lab's concealer test. ![]() LAB TEST WINNER Smooth Cover-Up ESTEE LAUDER esteelauder.com $29.00 Tied for tops in Lab testing, the silky light- weight liquid evens out skin tone effectively and rated best for texture, easy application and spreadability. ![]() LAB TEST WINNER, BARGAIN BUY Steal Concealer NYX PROFESSIONAL MAKEUP amazon.com $9.99 This easy-to-apply NYX formula, in six shades, was the most budget-friendly of the Beauty Lab's concealers test winners. LAB LOWDOWN Ideal for lighter coverage (sheer to medium), this ranked well for dispensing, applying and spreading, in a wide variety of color options. ![]() LAB TEST WINNER Eyes to Kill Proliner Eyeliner GIORGIO ARMANI nordstrom.com $36.00 The user favorite of the Beauty Lab's eyeliner test, this Armani Beauty liquid formula glides on effortlessly and stays on all day. TESTER NOTES "I didn't need to touch it up at all throughout the day," one marveled. "I shy away from liquid eyeliners because they're hard to apply, but this was the first I've used that went on effortlessly," another said. LAB LOWDOWN It scored well in Lab evaluations for creating smooth lines that didn't move once set. ![]() LAB TEST WINNER Long-Lasting Makeup Bobbi Brown sephora.com $38.00 Worth the splurge, Bobbi Brown Cosmetics' extra-rich full-coverage lipcolor won "gold" in the Beauty Lab's long-wear lipstick test. TESTER NOTES Users rated it highest post-application and were most likely to con- tinue using it after testing. "The color lasted five hours, through eating lunch, drinking beverages with straws and even biting nails!" one marveled. "I forgot I had it on," another commented. LAB LOWDOWN It was best at not smearing and retaining vibrant color in the Lab's evaluation of transfer to cups after sipping a hot drink. ![]() LAB TEST WINNER Nondrying Matte Lipstick YSL yslbeautyus.com $39.00 For a shine-free finish that won't parch lips, kiss up to one of YSL Beauty's 17 jojoba oil–infused shades. TESTER NOTES They "got many compliments" on the "beautiful" and "flawless" color. "The coverage was so full, I didn't need lip liner like I normally do," a fan said. LAB LOWDOWN The lipstick earned the highest score for not drying out lips and performed well for even and vivid color, including through the Beauty Lab's hot-drink transfer test. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Sculpting Blush COVERGIRL amazon.com $3.44 In an array of 18 wearable shades from nudes to pinks, peaches and plums, the classic velvety CoverGirl powder defines cheeks in one sweep for less than a latte. LAB LOWDOWN The blush is proven to be easy to apply and blend on skin and impart a soft, natural look. ![]() BREAKTHROUGH, BARGAIN BUY Revolutionary Polish Remover The Sign Tribe ulta.com $14.99 Dissolve lacquer sans irritating chemicals with The Sign Tribe's innovative cream. LAB LOWDOWN "The formula has a special solvent that's non-sensitizing to skin plus conditioners like botanical oils," says Beauty Lab Senior Chemist Sabina Wizemann. It had a pleasant scent, removed up to four layers of polish effectively and even made nails look more hydrated in Lab assessment. BREAKTHROUGH Exceptional Nail Service FIND A SALON Nail your manis and pedis with CND's new no-damage, fast-removal pro gel nail polish service, available in a rainbow of 65 colors. TESTER NOTES 100% of testers gave it a perfect score for drying quickly, and several said it left nails "healthy" and "stronger" after it was removed.
LAB LOWDOWN The two-step treatment didn't damage testers' nails
and improved their condition on average, the Beauty Lab's test confirmed, and it took only 60 seconds to remove (versus up to 15 minutes for other gels). ![]() NEW & HOT Multi-Use Tint Shiseido shiseido.com $25.00 These weightless, bouncy cream colors can be used as eyeshadow, over lipcolor or as highlighter on cheek- bones and more. Tester's take: "Foolproof application with fingers, and the subtle shimmer enlivened my face." ![]() NEW & HOT Genius Lip Gloss Marc Jacobs marcjacobsbeauty.com $28.00 A first-of-its-kind formula that solves every gloss issue: Housed in a twist- up stick, "it swipes on and feels conditioning like a lip balm with no gooey mess or stickiness," a tester enthused. ![]() NEW & HOT Fresh Cheek Color Elizabeth Arden elizabetharden.com $26.50 Made with cool tech — literally — this blush's water-gel texture feels slightly chilly on contact and melds into skin, leaving a sheer wash of color that "makes me look awake and revived," a fan said. ![]() NEW & HOT Standout Liquid Lip This unique lip "powder" delivers bold powder pigment with the slip of soft cream. "The squeeze tube's sponge tip glides it on in seconds, and the formula gives lips a diffused, stain- like effect that feels like satin," our Beauty Lab expert says. ![]() LAB TEST WINNER , BARGAIN BUY Bargain Longwear Lipstick This creamy No7 lipstick—the most affordable of the Beauty Lab's longwear lipstick test winners—lived up to its name, staying put for several hours in Lab evaluations. TESTER NOTE "The lipstick stayed so bright throughout the entire day and didn't come off at all," one enthused. "Huge fan!" LAB LOWDOWN It tied for best with two high-end brands for color that stayed vibrant through the Lab's test of transfer after sipping a hot drink and scored high with testers for smooth application. ![]() NEW & HOT, BARGAIN BUY LipColor Enhancer Give your lipsticks new life with Almay's sheer golden topcoat for lips: Apply over any shade to add a subtle gleam, or on top of lip balm or alone for a subtly luminous neutral look. TESTER NOTE "The hint of shimmer added a flattering dimension to all the lipsticks I tried it with, from nude shades to bold fuchsias," one fan said. ![]() NEW & HOT, BARGAIN BUY Next-Gen Highlighter Revlon amazon.com Not your basic highlighter, this unique Revlon cream has a fun Jello-like texture that melds into skin to give a fresh-faced glow. TESTER NOTE "The rose gold shade I tried made my skin looked sun-lit and revived in seconds, and the subdued shimmer didn't appear fake like some highlighters can," one remarked. ![]() LAB TEST WINNER, BARGAIN BUY Perfect 10 Nail Polish The classic Essie formula nailed the Good Housekeeping Beauty Lab's polish test, producing the shiniest finish and fast-drying full color of all formulas tested. It resisted chipping, was easiest to remove and didn't stain nails. LAB LOWDOWN Our scientists' measurements revealed that the polish alone dried in six minutes on average and delivered the highest gloss score of the category. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Refreshing Body Wash Lather up with this lush, creamy Olay cleanser that leaves a soft fruity-floral scent on skin. LAB LOWDOWN The body wash produces a silky lather and contains cleansing agents that are milder than those in regular bar soap, Beauty Lab evaluation confirmed. ![]() LAB TEST WINNER, BARGAIN BUY Ultra Hydrating Body Lotion Dove topped the Beauty Lab's body lotion test with one of the highest skin moisturization scores ever recorded in Lab history. TESTER NOTES 100% said that it left their skin looking hydrated, without flaking or ashiness. "My skin stayed smooth all day, even after washing several times." LAB LOWDOWN Skin hydration increased by a near-record 57% over six hours post-application, calculations showed. The easy-to-spread fragrance- free lotion also rated highest with testers for leaving skin feeling soft all day long. ![]() LAB TEST WINNER, BARGAIN BUY Skin-Smoothing Sunscreen Banana Boat amazon.com $26.92 Banana Boat's light lotion, with a beachy, slightly sweet scent, shone in the Beauty Lab's sunscreen test for being absorbed well and not drying out skin or feeling tacky. TESTER NOTES "It went on like a moisturizer—no stickyor slick feeling," one reported. "My skin felt hydrated in the sun and heat," another said.
LAB LOWDOWN The SPF protected skin and received near-perfect marks for flawless application in Lab analysis. ![]() NEW & HOT, BARGAIN BUY Ingenious Deodorant Like a night cream for your underarms infused with skin-conditioning ingredients and a calming lavender scent, Secret's smart new antiperspirant lets you soak up protection from sweat and odor as you doze. TESTER NOTE "I was skeptical that it would work through the next day, but it kept me feel- ing and smelling fresh, with no worry about residue or marks," our Lab expert tester said. ![]() LAB TEST WINNER, BARGAIN BUY Healing Hand Cream Transform hands from parched and cracked to silky and soft with Lab test winner Aveeno's glycerin-rich, fragrance-free hydrator. TESTER NOTES Many praised its nongreasy feel. "My hands were less chapped," one said. LAB LOWDOWN The formulation raised skin's moisture levels by 31% in Lab testing with the Corneometer device, which measures hydration, and it scored highest with testers for making hands look smooth. ![]() LAB TEST WINNER, BARGAIN BUY Easy-On Sunscreen Spray Neutrogena amazon.com $12.74 Great for touch-ups, the Neutrogena mist went on quickly and didn't leave white residue on skin or stain clothes in tests. LAB LOW-DOWN It ranked near perfect for effectively protecting skin from the sun. ![]() NEW & HOT, BARGAIN BUY Fast Skin Perfector Jergens amazon.com $10.39 A shea butter body lotion that takes its cue from makeup, it contains sheer rosy pigments that instantly brighten skin and even tone. "Pastiness disappears," one user raved. ![]() NEW & HOT, BARGAIN BUY Itch Relief Lotion This inventive body moisturizer, made with calming oat extract and nourishing ceramides, has special technology that helps it soak into wet skin post- shower. "My flaky, irritated limbs felt soothed," a tester said. ![]() NEW & HOT, BARGAIN BUY Body Bronzer Sally Hansen amazon.com $8.50 Fake sun-kissed skin in seconds thanks to this subtly shimmery body bronzer with a twist: a handy roller-ball applicator that glides it onto legs, arms and more with "zero effort or mess," plus color that "doesn't transfer." ![]() GOOD HOUSEKEEPING SEAL STAR, LAB TEST WINNER, BARGAIN BUY Moisturizing Hand Cream Eucerin amazon.com $13.47 For heavy-duty repair, reach for Eucerin's glycerin-rich cream, the most moisturizing of all evaluated in the Beauty Lab's hand creams test. TESTER NOTES A number commented that it was easy to apply and to spread. "This left my hands actually feeling moisturized," one marveled. "It particularly helped with my cuticles," another revealed. LAB LOWDOWN n Lab tests using the Corneo- meter device, which measures skin's moisture levels, it increased hydration a near-record 51%. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Multipurpose Body Oil Bio-Oil amazon.com $27.97 Not your basic body oil, fast-absorbing Bio-Oil, a blend of natural oils and retinol, is a true treatment, helping improve the look of old and new scars and stretch marks, uneven skin tone and dehydration on both face and body. LAB LOWDOWN A study on scars up to three years old showed 62% improvement in color and 42% in width and height after twice-daily application for 12 weeks. After eight weeks of use on stretch marks, 90% of testers reported reduced pigmentation and up to 82% saw a reduction in size. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Lip & Beyond Balm Aquaphor amazon.com $11.89 Aquaphor's iconic all-purpose ointment with nourishing glycerin and panthenol is proven to heal skin from head to toe. LAB LOWDOWN The ingredients help protect skin's barrier and prevent water loss, Beauty Lab data evaluation showed. Clinical studies found that the salve was effective for healing wounds, and 91 of consumer testers agreed that it repaired extremely dry, cracked skin. ![]() LAB TEST WINNER, BARGAIN BUY Volumizing Shampoo & Conditioner Garnier amazon.com $19.99 Get bigger, bouncier hair with this Garnier pair, which tied for best in the Lab's volumizing shampoo and conditioner test. TESTER NOTE "My hair felt fuller after just one use." LAB LOWDOWN These came in highest for notice- ably upping hair's volume. ![]() LAB TEST WINNER, BARGAIN BUY Color-Protecting Shampoo & Conditioner TRESemme amazon.com $17.62 The Tresemmé duo passed the Beauty Lab's test of color-preserving formulas with, well, flying colors. TESTER NOTE "Like expensive salon products." LAB LOWDOWN Post-use, hair sample color faded least after 20 washes and 10 hours of UV exposure. ![]() BREAKTHROUGH, BARGAIN BUY Dual Hair Mask Head+Shoulders amazon.com $6.99 This next-level Head & Shoulders mask treats hair and scalp, softening strands with coconut oil and fighting flakes with the active pyrithione zinc. TESTER NOTES Many praised its scalp-itch relief. "Flakes disappeared" and "hair was softer than it's ever been." LAB LOWDOWN It scored high for reducing scalp and hair dryness in tests on women with textured strands. ![]() LAB TEST WINNER Frizz-Fighting Serum Goldwell amazon.com $21.63 Goldwell's dry oil-like serum was a strong smoother and the top shine booster in the Lab's anti-frizz styler test. TESTER NOTES "It actually works—and wasn't greasy!" Hair was "very shiny" and "never frizzy over many uses." LAB LOWDOWN The oil blocked frizz on hair samples in the Lab's test and tied for #1 at keeping users' hair frizz-free all day. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Hair Color Touch-Up Clairol amazon.com $13.98 Extend the time between salon visits or DIY dye jobs with Clairol's permanent color root fix kit, in a 28-hue range. LAB LOWDOWN With a brush for easy application, it blended seamlessly with users' current color and gave 100% gray coverage, testing showed. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Detangling Leave-In Conditioner This milky Garnier mist melts through knots and nourishes hair with botanicals like oat and rice extracts and aloe juice. TESTER NOTE "It was feather- light, and I could comb damp hair with almost no effort." ![]() NEW & HOT, BARGAIN BUY Salon -Style Deep Treatment Pantene's pro-style ampoules contain concentrated lipids to repair hair. TESTER NOTE "I used the full tube on my dye- and hot tool–damaged hair — it felt stronger and even looked healthier once dry." ![]() NEW & HOT, BARGAIN BUY Speedy Smoother These handy hair wipes are infused with argan oil for instant frizz taming anytime. Testers loved that they were "so small, they could be tucked in a pocket" and "discreetly tamed fly- aways during the day." BREAKTHROUGH, BARGAIN BUY Smart Hairbrush SHOP NOW This inventive brush, with a bendy head that hugs head contours for less tugging, earned a rare near-perfect score in Lab testing for gently detangling wet or dry hair of all textures. "By far the best brush I've ever used on myself or my clients," a pro stylist tester raved. ![]() BREAKTHROUGH Stellar Dry Shampoo A novel powder-free dry shampoo in a light water- based foam form, it absorbed oil and volumized strands for an average of three days without leaving the look or feel of residue on hair, Lab testing found. ![]() BREAKTHROUGH Cutting-Edge Styling Tool Like a blowout in a box, this state-of-the-art blowdryer/curler/
smoothing iron hybrid uses strong targeted airflow to shape strands. "It gives salon-level styling using lower heat, which can minimize damage," says Beauty Lab Director Birnur Aral, Ph.D. ![]() LAB TEST WINNER Thickening Shampoo & Conditioner Kerastase kerastase-usa.com $33.00 A salon splurge that's worth it, Kérastase's indulgent duo tied for best in the Beauty Lab's volumizing shampoos and conditioners test for plumping strands using skincare ingredients like peptides and hyaluronic acid. TESTER NOTES Testers "loved" this fine-hair "Holy Grail" that "truly worked" for "all-day body." "I have at least 10 bottles of 'bodifying' shampoo, and this is the best I've found for my super-straight hair," a fan raved. "It never felt weighed down and didn't go limp midday," said another. LAB LOWDOWN These won for thickening strands and making styles fuller compared with regular shampoo and conditioner, data revealed, and also earned top points for weightlessness. ![]() LAB TEST WINNER, BARGAIN BUY Hydrating Conditioner Herbal Essences amazon.com $5.92 Herbal Essences' infusions, made with coconut extract and aloe, boasted the highest level of conditioning in the Beauty Lab's test of hydrating shampoos and conditioners. TESTER NOTES "My dry hair was much more moisturized," one marveled. LAB LOWDOWN When used with the matching shampoo, this performed best in a test with the Lab's Instron machine to gauge combing force through wet hair, proving strong conditioning benefits. ![]() GOOD HOUSEKEEPING SEAL STAR, BARGAIN BUY Groundbreaking Haircolor Clairol's game-changing color kit solves the biggest dye gripes with a gentler, less chemical-scented, conditioning formula. TESTER NOTE "Easy to apply and left hair extremely soft, even without conditioner." LAB LOWDOWN In Lab evaluation, testers found that the color gave a natural look and good gray coverage, 79% said it left hair soft and shiny and 90% said it didn't cause irritation. ![]() NEW & HOT, BARGAIN BUY Double-Duty Curl Styler This time (and money!)-saving 2-in-1 Suave styler combines the hold of a gel with the smoothing of a serum for curl and wave shaping sans crunchiness. TESTER NOTE "I applied this on my damp hair before drying, and loved how well it defined and boosted my curls—and the subtly sweet scent," one said. ![]() LAB TEST WINNER, BARGAIN BUY Hydrating Shampoo Refreshing Dove was by far the tester favorite in the Beauty Lab's test of moisturizing shampoos. TESTER NOTES 100% said they'd keep using it. "Wondrous effects my hair was silky and flowing." LAB LOWDOWN With the matching conditioner, it was best at leaving hair clean and easy to style. ![]() NEW & HOT, BARGAIN BUY Light-As-Air Shaping Mousse Not Your Mother's amazon.com $23.30 This airy, feather-light Not Your Mother's styling foam made with coconut water helps enhance hair's natural shape and bend. TESTER NOTE "I'm not a regular mousse user, but this converted me," a user revealed. "My hair felt bouncy and fuller, and there was zero sticky or stiff residue." April Franzino Beauty Director April Franzino is the Beauty Director at Good Housekeeping, part of the Hearst Women's Lifestyle Beauty Group.  |
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