BEAUTY CARE

Dellinger bridges market gap with Curls

BY DSN STAFF

DALLAS — Mahisha Dellinger founded her company in 2002 when she noticed a gap in the market for women who were embracing their natural curls but couldn’t find products to manage their tresses.

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

Now Curls is a mainstay in chains including Walgreens, Buy Buy Baby and Rite Aid. Dellinger recently launched a collection at Target using blueberries called Blueberry Bliss.

“No one had really worked with blueberries before,” Dellinger said. “Blueberries are rich in vitamin C and B complex, which is good for increasing hair growth by providing oxygenation and circulation of the blood to the body, particularly the scalp. It is a superfood with so many amazing properties. And the smell is phenomenal.”

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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.

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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.)

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