BEAUTY CARE

Added benefits, regimens brighten oral care segment

BY Antoinette Alexander

Shoppers are becoming more focused on health and wellness — and they are making the connection between oral health and overall health — so they increasingly are moving from the value segment to premium products, not to mention oral care regimens.


“With more than 500 SKUs in the category, shoppers can find it overwhelming and 
complicated to select the right oral care products. GlaxoSmithKline understands the importance of good oral health, as families spent $102 billion for dental services last year,” stated Janet Carter Smith, VP corporate development for GSK.


Clearly the challenge is how to help consumers connect with the products that offer the best solutions for them and their loved ones; however, many manufacturers are working to overcome those hurdles by developing products with added benefits.


For example, while the toothpaste segment has experienced very modest growth — up less than 2% for the 52 weeks ended Oct. 31 at food, drug and mass (excluding Walmart), according to SymphonyIRI Group — those products that provide therapeutic and sensitivity benefits helped fuel growth, as evidenced by GSK’s Sensodyne Pronamel toothpaste, which experienced strong double-digit growth during the same 52-week period.


There’s also an opportunity to drive growth 
in the oral care segment by encouraging consumers to use a regimen of products. For example, Procter & Gamble has seen success with its Crest 3D White regimen of strips, toothpaste, rinse and toothbrush. 


“What we are finding … is that as we design products to look like they go together and we design them to work together, more and more consumers are buying regimens,” said Kevin Kelley, North America category associate director for oral care at P&G. “We are actually seeing, in the latest 12 months, a 12% increase in the number of households [that] buy two-plus segments at a time.”


To further drive sales of 3D White, P&G is shipping at the end of December its new 3D White Whitestrips 2 Hour Express, which promises noticeably whiter teeth in just two hours. The new product, priced at about $54, has four whitening treatments that can last up to three months each.

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Front-end focus: Suppliers help beautify aisles

BY Antoinette Alexander

Looking to bolster sales and better serve its customers, Walmart has stepped up its engagement with suppliers to review its assortment and bring in more new and innovative products — and the beauty department is no exception.


These efforts were evident in a Walmart store in New Jersey recently visited by Drug Store News. Upon entering the beauty department, endcaps clearly highlighted “Every Day Low Price” on such items as Dove gift sets ($8.88) and fragrance gift sets ($14) — clearly attractive buys for those shoppers kicking off their holiday shopping.


As shoppers browse the beauty aisles, they encounter fragrance gift sets of White Diamonds, Mariah Carey’s Lollipop Bling or Giorgio Beverly Hills, among others, that come complete with the wrapping paper for $19. 


It is no secret that the retail giant recently brought back its Action Alleys. While beauty products were scarce in the Action Alley at this particular Walmart location, it was hard to miss the large floor display of Fat Foam Hair Color by Samy, an exclusive to Walmart. 


While time will tell if Wal­mart’s efforts will beautify top line sales, what appears to be evident is that more women are willing to buy their beauty products from Walmart.


According to The Bench­marking Co.’s 2010 “Pink Report,” today’s beauty consumer operates under a new set of truths where convenience, price, value and authenticity are key. Seventy-one percent of women surveyed said they shop at Walmart for beauty and personal care products. Today, Walmart seems to mean more to women than just bargains or low prices; 67% of women strongly agreed that Walmart offers premium brands for less.

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Macy’s acts on beauty ‘Impulse’

BY Antoinette Alexander


NEW YORK — Macy’s is complementing its traditional beauty counters with an open-sell space of niche beauty brands, dubbed Impulse Beauty.


By October, the open-sell concept had made its way into more than 50 Macy’s stores across the country, including the Herald Square location in New York. An additional 50 Macy’s stores will debut the concept in 2011.


Looking to better compete with such specialty beauty retailers as Sephora and Ulta, Impulse Beauty enables customers to shop beauty brands on their own and seek help from beauty advisers if needed.


The 1,000-sq.-ft. space showcases such boutique beauty brands as Bare Escentuals, Benefit, Laura Geller, Philosophy, Stila, Smashbox, Urban Decay and Too Faced. Impulse Beauty also features such skin care lines as Bliss, Clarisonic and Dr. Brandt, as well as hair care products from T-3 and Lea Journo.


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