BEAUTY CARE

Chains seek to strike a balance, broaden product reach

BY DSN STAFF

The ethnic category is perhaps now undergoing the most seismic changes it has experienced in the past 20 years.

(To view the full Category Review, click here.)

Products once associated with ethnic hair care have broadened their reach to the wide swatch of people identified with textured hair. Additionally, more women are embracing natural hair looks, as reflected by IRI data showing a 4.1% decline in hair relaxer kit sales across multi-outlets and a 7% decline in drug stores based on data for the 52-week period ended April 9.

The opportunity to better serve multicultural consumers has retailers brimming with excitement, but perplexed at the same time.

Do shoppers want the traditional cordoned off ethnic assortment? Do they want an integrated department? Or — even though it is inventory intensive — do merchants need to double up on department locations.

Even the biggest and most sophisticated merchants, such as Walmart and Walgreens, want to make sure they don’t confuse shoppers as they merchandise for the new market. Already Target has seen an uptick in creating special displays bringing together multiple products that address specific hair needs. ShopRite also saw sales of SheaMoisture soar in a new planogram.

While retailers hammer out the right solution for each operation, they agree they can’t argue with the numbers. Data from Nielsen pegs multicultural spend at least $3.4 trillion dollars in 2014.

CVS continues to curate a mix for Hispanics with its CVS Pharmacy y mas, which debuted in four stores in the greater Los Angeles market recently. There also are 12 locations in Florida. There’s bilingual signage and at least 1,500 products selected because of Hispanic loyalty. Because Hispanic shoppers tend to buy more fragrances than non-Hispanic shoppers, the stores have beefed up fragrances.

On the brand side, Milani, for example, has hit upon the secret appealing to both multicultural and millennial consumers. “Cutting-edge analytics help direct engaging point-of-purchase displays, custom in-store events, digital marketing partnerships and event marketing that are designed to drive in-store traffic and market basket,” said Rhonda Baron, VP sales and business development.

For the 52 week period ended April 9, according to Nielsen, Milani’s sales growth rate is outpacing the category by more than three times.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
BEAUTY CARE

New ACT mouthwash pulls double duty

BY DSN STAFF

CHATTANOGA, Tenn. — Consumers are looking to oral products to do double and even triple duty. Everyday acids can break down tooth enamel and lead to cavities, dentist Gari Bloom said. ACT Restoring Mint Burst helps strengthen enamel — studies report 40% stronger teeth — and remineralize soft spots to protect against enamel erosion and tooth decay that can be caused by these everyday acids. Also reflecting shopper demand for more natural products, the formula is alcohol free.

(To view the full ECRM Personal, Oral and Sun Care Report , click here.)

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?
BEAUTY CARE

Portable care, electric brushes brighten category

BY DSN STAFF

Oral care is exhibiting growth at mass, with dollar sales in most sub-categories showing somewhat of a bump or a marked upswing. Portable oral is doing its share to lift the entire category with sales expanding a bright 17.6%, according to IRI data for the 52-week period ended May 15. But popular whiteners declined 5%, which buyers attributed to overloading of the category and less expensive choices that dragged down dollars.

(To view the full ECRM Personal, Oral and Sun Care Report , click here.)

Dentist recommendations to trade up to power toothbrushes are gaining traction among consumers. Dollar sales of power toothbrushes rose by 5.5% to $454 million, during the same 52-week period. Some of the outstanding category growth products were the Arm & Hammer Spinbrush, the Colgate 360 Optic White Manual Brush and Philips Sonicare.

Procter & Gamble recently added a jolt to the power toothbrush segment with the debut of the Oral-B Genius, which it calls the most “intelligent” brushing system to date. The Oral-B Genius uses proprietary “Position Detection Technology,” a combination of a motion sensor and video recognition using a smartphone camera, to prevent users from missing any areas while they brush their teeth. The technology tracks which teeth have been brushed.

Meanwhile, dollar sales of toothbrushes and dental accessories increased by 3.9%, to $2.6 billion, for the 52-week period ended May 15. Manual toothbrush sales totaled $833 million, a 1.7% increase over dollar sales recorded for the identical 52-week period last year.

Mouthwash is also gaining ground. Mouthwash sales were $1.4 billion for the 52-week period ended May 15, up 3.8%, according to IRI. Marketers have been launching campaigns to encourage mouthwash use. Johnson & Johnson Consumer is talking up “The Power of the Twice-Daily Swish” with its Listerine mouthwash, using the product’s website to get the word out. Procter & Gamble’s Crest Pro-Health Advanced mouthwash brand has teamed up with vlogger Jack Douglass, who harnesses his JackAsk series to emphasize how using mouthwash can help to make a better first impression on a date.

Keeping gums healthy is also behind the explosion or portable oral care, buyers said. With dental hygienists stressing more attention to gums, consumers are turning to such items as picks or mini-brushes that they can use during the day. A few examples include the Medline Oral Care kit and TheraBreath Probiotics.

Toothpaste, too, is giving drug stores something to smile about — especially formulas that address teeth sensitivity. In its fourth-quarter 2015 earnings report, Colgate-Palmolive deemed Colgate Enamel Health toothpaste — along with the Colgate 360 degree Enamel Health toothbrush and Colgate Total for Gum Health — a major contributor to its profitability in the oral care market.

Similarly, new to the Crest brand franchise is Sensi-Stop Strips, designed to be applied directly to the gum line of sensitive teeth to provide immediate pain relief.

GlaxoSmithKline’s Aquafresh brand franchise also has been expanded to include a Maximum Strength Sensitive formulation. The company has also augmented its Sensodyne line to include Sensodyne True White. The latter is said to whiten teeth while simultaneously addressing relieving tooth sensitivity.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon's entry would shake up the most?