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Clorox targets Hispanic consumers with new cleaning products line

BY Allison Cerra

OAKLAND, Calif. — Clorox has introduced a line of cleaning products aimed at Hispanic consumers.

Clorox Fraganzia is designed to appeal to Hispanic scent preferences and to specifically meet their needs based on the unique, three-step way they approach cleaning: cleaning, disinfecting and aromatizing. The lineup includes a multipurpose dilutable cleaner, toilet bowl rim hanger and aerosol air freshener. The multipurpose dilutable cleaner is available in three scent varieties lavender with eucalyptus and mint, spring and forest dew; while the aromatic toilet bowl rim hanger is available in lavender with eucalyptus and mint, pine woods and fresh squeezed lemon scents.

"We identified this valuable opportunity based on the unique needs and lifestyle of our Hispanic customers," Clorox multicultural team leader David Cardona said. "By introducing the Clorox Fraganzia line, Clorox now offers its Hispanic customers a turn-key portfolio of cleaning, disinfecting and aromatizing products that are attractively priced and were created specifically to appeal to the way they clean. We also addressed an important need by ensuring scent continuity in our Clorox Fraganzia aromatizing products, so that across floors, bathrooms and rooms our customers can enjoy the same beautiful, welcoming scent throughout their homes."

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Pharmaca creates experience that shoppers will find beautiful to behold

BY Michael Johnsen

WHAT IT MEANS AND WHY IT’S IMPORTANT — If beauty is in the eye of the beholder, then the folks over at Pharmaca just gave their shoppers a whole lot more to behold. The new full beauty ambiance installed by Pharmaca lead executive Mark Panzer and his team represents the latest evolution in pharmacy retailing — creating an in-store experience that generates the kind of Foursquare buzz that will drive new-to-Pharmaca shoppers into the store to check it all out.

(THE NEWS: Pharmaca Integrative Pharmacy unveils full beauty experience. For the full report, click here.)

There are actually two opportunities here. For shoppers celebrating their nth 29th birthday, the economy has driven them out of the hair salons and spas, away from the prestige offerings associated with the department store boutique and toward more home beauty treatments. According to a recent SymphonyIRI MarketPulse Survey, making the beauty experience happen at home (after soccer practice and dance rehearsals) was the second-most cited economy-driven action by moms. Trying to make beauty products last longer and going less often to hair salons or spas were ranked on that list No. 3 and No. 5, respectively.

If value and convenience is what she’s looking for, Pharmaca just gave her a reason to get out of the house (during soccer practice and dance rehearsals).

Then there are the millennial shoppers, younger women who have never really established that shopping muscle-memory that suggested the best beauty products could only be had at Macy’s. Across millennial women, 48% suggested they’re going to hair salons and spas less often and 33% are using at-home beauty treatments in an effort to save money, according to a separate SymphonyIRI MarketPulse Survey.

And it’s the younger millennials — the millennials perhaps most comfortable with posting their experiences on FourSquare or Pinterest — who are shopping the drug channel more often than even their slightly-older peers (most of whom have yet to celebrate their first 29th birthday). And while convenience, selection and price are important to these younger millennials, too, choosing retailers based upon a "fun factor" also is pretty significant. According to SymphonyIRI Group, 42.6% of millennials identify with a retailer because they’re "fun to shop at."

So, if a fun experience is what she’s looking for, well Pharmaca just gave her a reason to create a new shopping muscle-memory — one that dictates the best beauty experience can be had at the neighborhood pharmacy.

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Shaw’s reopens two Maine stores

BY Allison Cerra

WEST BRIDGEWATER, Mass. — Supervalu banner Shaw’s has reopened two of its revamped Maine locations.

The new formats, located in Auburn and Lewiston, are designed to provide a comfortable shopping experience with a focus on delivering premium customer service and seek to offer customers an expanded variety of the freshest produce, top-quality meat and seafood and a large selection of local products.

Shaw’s commemorated the reopenings with a ribbon-cutting ceremony at the stores on Friday.

"From the products and services to design layout, Shaw’s is committed to delivering a shopping experience that meets the needs of our local customers," Shaw’s president Mike Stigers said. "The redesigned Auburn and Lewiston locations bring a greater selection and variety to our customers, while offering a fresh, new feel to their shopping experience. We look forward to continuing to provide our neighbors with quality products and outstanding service they expect from Shaw’s."

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