In recent years, a steady stream of innovations has catapulted the quality of products lining personal care shelves to a level rivaling that of department store brands.

Historically, cutting-edge ingredients and technologies in health and beauty were born in the prestige channel and then flowed to the mass channels. However, in recent years, mass manufacturers have ushered in the idea of “masstige” prestige product concepts created and developed for mass brands.

“Bringing class to mass does not necessarily mean just reproducing what is done in prestige brands. It goes well beyond that,” said Ingrid Jackel-Marken, senior vp of marketing at Pierre Fabre for the Physicians Formula brand. “It is a matter of bringing to mass consumers all the elements expected from class.”

Jackel-Marken listed those elements as innovation, modern designs, premium delivery systems and product performance.

Of course, the research and development tied to such innovation is costly. However, the success of Olay Total Effects, which essentially shattered the price ceiling in drug stores with a $20 face cream, proved consumers are willing to pay extra for premium product.

“Olay Total Effects was very bold in charging such a high price and in its claim that it reduces the seven signs of aging,” said Virginia Lee, U.S. research analyst for Euromonitor International.

Since Olay Total Effects hit shelves in 2000, the cycling in of products touting powerful benefits is happening at a faster clip in the mass channel. For example:

* Almay introduced the drug store shopper to the anti-aging properties of Kinetin.

* Neutrogena created awareness of the skin-firming effects of copper.

* Nivea educated women about coenezyme Q10.

* Vita-K Solutions brought chemical peels from the dermatologist’s office to the drug store.

* Olay Regenerist is educating the masses about pentapeptide technology.

Masstige also has been an ongoing trend in the hair care category. Here, the pace of class to mass has quickened, and over the last two years, salon brands have been available increasingly in the discounters. Their presence has inspired true mass players to keep pace with the latest trends by reformulating and repositioning their brands. Procter & Gamble redesigned its Pantene brand packaging to give it a more upscale look.