Olay’s Fresh Effects skin care line caters to younger generation
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.
Sephora’s in-store technology addresses customers’ skin concerns
Beauty retailer Sephora launched in September the new Sephora Skincare iQ, which has been dubbed as the "most comprehensive in-store technology" to make addressing skin care concerns easier than ever before.
By using the touch-screen technology that is available at select Sephora locations, consumers can — in 60 seconds or less — address a range of skin concerns through a series of deductive questions. It simplifies the product selection process by cross-referencing Sephora’s full skin care assortment across more than 1,200 SKUs and 60 brands.
Skincare iQ addresses the top 10 skin concerns most commonly discussed in-store and on Beauty Talk, the retailer’s social beauty site. Users can choose up to two concerns to address in one session, including pores, fine lines and wrinkles, dark spots and uneven tone, dryness, oiliness, dullness and uneven texture, firmness and elasticity, acne or blemishes, redness and eyes. Based on the selections, the program will ask additional questions to address concerns before producing product recommendations. From there, users can sort by price, rating, best sellers and relevance, as well as jump to other categories, including cleansers, treatments and moisturizers.
Clients also can browse new product launches, top sellers and search by brand, product type or product name, as well as email themselves their wish list for reference.
CVS taps into trend with debut of nail HQ kiosk
Looking to further tap into the high-growth nail category, CVS/pharmacy unveiled in late 2012 its Nail HQ Kiosk. The Nail HQ Kiosk is available at more than 2,000 CVS/pharmacy locations.
The stand-alone display serves as a platform to showcase the latest gel nail technology at mass with new products from SensatioNail and Sally Hansen. Nail HQ also features an array of new shade options and enables shoppers to view polish shades outside of the bottles through nail color strip displays. The CVS/pharmacy exclusive Nuance Salma Hayek line, which was developed in partnership with actress Salma Hayek, introduced a 32-SKU nail lacquer collection, and nail brand Essie is launching its newest collections at the Nail HQ every month.
The initiative comes as no surprise given the continued growth in nail care. The retailer has stated that its support for the category stemmed from a 40% increase in nail care sales since 2011 and annual double-digit growth every year since 2008.