Alterna

If you thought BB, CC, and DD face creams were confusing, wait until you try to sort through the next generation of so-called "alphabet" products. According to a recent article in WWD, BB cream sales alone (not counting CC creams) reached $36 million in 2012, up from $2 million in the prior year. That's 1,800% growth. Last week alone I got samples for three new BB creams, two CC's, and even one BBB cream. So with the skyrocketing popularity of BB creams (and its other ABC relatives), it's not that surprising that companies are trying to expand the category beyond skin.

It used to be that when an actress's career stalled or she got a bit past her prime, she'd turn to the theater to re-establish herself as a "serious" actress. Now it seems like Hollywood leading ladies are running to the beauty industry to up their cred and leave a legacy. There's a whole generation of waning '90s TV and movie sweethearts (see: Drew Barrymore, Katie Holmes, Jennifer Aniston) who are getting serious in the beauty business. And not just as spokesmodels. But why?