BEAUTY CARE

CVS Caremark’s Cheryl Mahoney assumes new role; new head of beauty/personal care named

BY Antoinette Alexander

WOONSOCKET, R.I. — Beauty retail veteran Cheryl Mahoney has assumed a new post at CVS Caremark, and the company has brought onboard Alex Perez-Tenessa to serve as VP retail merchandising – beauty/personal care, according to CVS Caremark.

Mahoney, who previously served as VP of beauty and personal care, has assumed the new role of VP, retail merchandising – promotion and business development. She will be responsible for maximizing the impact and profitability of the CVS/pharmacy promotional efforts across all front store categories. In addition to optimizing the use of the circular for promotion, Mahoney will lead the merchandising transition to a more personalized approach to promotion through the company’s ExtraCare loyalty program.

Mahoney will also lead a new effort aimed at creating the right merchandising assortments for the store clustering initiative.

Mahoney has spent more than 30 years at the chain. She has worked in the merchandising and category management field and has been instrumental in helping the company achieve market leadership in both beauty sales and market share.
 
Perez-Tenessa brings 15 years of experience in retail strategy, innovation and transformation with a deep concentration in merchandising. Prior to joining CVS Caremark, Perez-Tenessa was partner, retail practice, with McKinsey & Co., where he developed and led several merchandising transformational strategies with major retailers.

CVS Caremark stated that it will leverage his leadership as well as his strategic and innovation strength to build upon its successes and enhance the beauty and personal care business.
 

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Rexall launches new exclusive Be.better line

BY Antoinette Alexander

MISSISSAUGA, Ontario — Canadian pharmacy retailer Rexall has unveiled its new flagship private brand, Be.better, a line of more than 100 products available exclusively at the more than 300 corporate Rexall and Rexall Pharma Plus stores.

The line includes healthier snack options, environmentally-friendly cleaning products, gluten-free vitamins, vegetarian probiotics and hair care products with natural oils such as oblipicha, argan oil or macadamia nut.

"Our customers have told us they are looking for more options to make it easier to take those small steps towards living better, in every area of their lives," stated Frank Scorpiniti, CEO of Rexall Pharma Plus. "Our new Be.better line provides Canadians with the tools they need to feel good about their choices. We are excited to introduce Canadians to our exclusive line with more to come."

The company noted that the key features and benefits of every Be.better product are identified by the checkmarks found on the front of the package.

 

  • Be.better vitamins are naturally derived with no synthetic active ingredients. They’re free of artificial coloring and dyes and are 100%gluten-free;
  • Be.better household products are free of artificial dyes and fragrances, SLS/SLES (sodium lauryl sulfate/sodium laureth sulfate) and are paraben free. They have no toxic ingredients and list all ingredients on their labels for easy review;
  • Be.better beauty products are enriched with natural ingredients and are paraben free. All Be.better hair care products are also free of SLS/SLES; and
  • Be.better snack products include items that are high in fiber, low in sodium or sodium-free, or gluten-free.

To celebrate the launch of Be.better, Rexall will begin a four-week promotion on Jan. 25, including special introductory prices.

 

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SymphonyIRI: Due to economy, 1-in-5 consumers choose a product tied to loyalty card discount

BY Michael Johnsen

CHICAGO — One-in-5 consumers between the ages of 35 years and 54 years are choosing products due to a loyalty card discount, SymphonyIRI Group reported Wednesday as part of its fourth quarter 2012 MarketPulse survey. And almost one-third are forsaking their preferred brands due to a sale price. The survey found that shopper sentiment dropped to its lowest point since Q3 2011. While consumers across all age groups feel the strain of ongoing economic strife, those ages 35 to 54 convey particularly gloomy attitudes, with 43% stating that their financial situation deteriorated in 2012. 

“Through quarterly analysis of two full years of MarketPulse data, we have consistently seen a solid representation of shoppers with a gray outlook on their financial health,” stated Susan Viamari, editor of Times & Trends, SymphonyIRI. “This sentiment remains very prevalent, especially for those aged 35 to 54, who are really influencing trends because they are in their prime earning and family-raising years. On top of today’s economic concerns, this age group also is thinking about college expenses and retirement. All of these pressures are converging to heighten their concern about their futures and leading the way on many conservative shopping strategies and money-saving behaviors, so marketers need to pay close attention to them.”

Launched in Q2 2012, SymphonyIRI’s Shopper Sentiment Index provides deep insight into how the economy is impacting consumers and changing how they approach grocery shopping. The Shopper Sentiment Index provides perspective in terms of price sensitivity, brand loyalty and changes in spending required to maintain desired lifestyles. With a benchmark score of 100 based on Q1 2011 information, a Shopper Sentiment Index score of more than 100 reflects consumers who are less price-driven, more loyal to favorite brands and better equipped to maintain their desired lifestyle without changes.

The index illustrates that shopper sentiment took a noteworthy uptick in early 2012, with a sizable segment of the population beginning to anticipate sunnier skies ahead. But when brighter days failed to materialize, consumers’ concerns for their future financial health began to waver, and sentiment slid once again. Latest findings from the Shopper Sentiment Index reveal that overall sentiment dropped to 94 in Q4 2012 versus 99 in Q3. This is the lowest point since Q3 2011, and the decline was driven largely by the 35 to 54 age segment.

With 27% of 35 to 54 year olds, and 22% of consumers on the whole having difficulty affording regular groceries, it is no surprise that consumers across the board are maintaining their cautious approach to shopping. According to the survey:

  • 29% of consumers between the ages of 35 and 54 buy brands other than preferred because they are on sale;
  • 26% select products to create more meals at lower cost;
  • 22% choose products due to loyalty card discount;
  • 15% steer clear of certain aisles to avoid unplanned purchases; and
  • 37% use coupons to make lists.

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