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Beauty Bar establishes Pharmaca as beauty destination

BY Antoinette Alexander

Pharmaca Integrative Pharmacy introduced in 2012 its new Natural Beauty Bar at its Pacific Palisades location.

Offering a variety of spa services, the Natural Beauty Bar is designed to serve as a key expansion of Pharmaca’s beauty offerings, and further establish Pharmaca as the natural beauty destination in Los Angeles. The Bar offers waxing and threading services, as well as makeup and lash applications, along with its collection of natural facial care products and cosmetics.

The 1,000-sq.-ft. Natural Beauty Bar centers around two areas: The Brow Bar, which has two chairs for waxing and threading services, and the Makeup Area, which has four chairs available for makeup application and makeovers. The Bar is surrounded by Pharmaca’s selection of natural skin care and cosmetics from such brands as Jane Iredale, Dr. Hauschka, Evanhealy and Suki.

"With [the new beauty bar], it’s really allowed us to expand on some new items," Tiana Ukleja, Pharmaca’s health and beauty category manager, told DSN’s senior editor Michael Johnsen in an earlier interview. "We have a great partnership with a brand called SpaRituals. [Previously] we had only been able to house 24 [nail] colors, now we have 200."

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Rite Aid’s Wellness store emphasizes men’s grooming

BY Antoinette Alexander

Aiming to improve the shopping experience through unique merchandising presentations, Rite Aid has unveiled its next generation Wellness store in Lemoyne, Pa., which features a greater focus on men’s grooming.

The store features an expanded men’s grooming area complete with a new Axe display where shoppers can use an iPad to sample new looks.

The enhanced emphasis on men’s grooming is in line with research findings from Canadean that indicate the male grooming market in 10 key countries — the United States, Brazil, Russia, China, India, France, Germany, Italy, Spain and the United Kingdom — is bigger than many would think, with men accounting for 47% of the volume of health and beauty products.

In addition, the hair care aisle has hands-on displays where customers can touch and feel items before they buy, and there’s also a nail bar that showcases the top brands and latest shades in nail care.

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Olay’s Fresh Effects skin care line caters to younger generation

BY Antoinette Alexander

Earlier this year Olay’s new Fresh Effects skin care line hit retail shelves — but in an unprecedented way for the beauty brand.

"As we were doing a lot of analysis and understanding and looking at trends, overall, we thought that it was important for us to be able to launch a new line of skin care going after younger consumers. There seemed like there was big gap in opportunity to speak to millennials in their own voice for products that are designed for them," said Janine Miletic, associate marketing director for Olay Global.

The research not only gave rise to the brand’s new youthful and vibrant Fresh Effects line, which is a six-SKU collection of cleansers and moisturizers that is geared toward women in their 20s, but also resulted in a new approach to in-store shelving.

To better reach this young shopper and to get her into a skin care regimen, the brand developed a new shelving approach that involves placing the collection within the complexion care area versus skin care. There also are shelf talkers and in-store tools, such as shelf fixtures, to help her navigate the products.

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