BEAUTY CARE

Swedish beauty brand IsaDora enters U.S. market on Walgreens.com

BY Gisselle Gaitan

Swedish cosmetics brand, IsaDora is making its debut in the U.S. market. The beauty company has partnered with Walgreens to launch a range of products, such as mascara, eyeliner, eyeshadow and lipstick on the retailer’s website.

Since being founded in 1983, IsaDora has quickly grown to become one of the top leading beauty brands in both Sweden and Europe, the company said. Currently found in 6,000 department stores, perfumeries and pharmacies in more than 40 countries, the brand’s parent company Invima AB has set its sights on the American consumer by teaming up with the retail giant.

“We are entering the U.S market with excitement and optimism,” says Ingvar Vigstrand, president and founder of IsaDora.

The brand said that its formulations are universally fragrance-free, clinically tested, cruelty-free and suitable for sensitive skin. Also released yearly are five different trend collections, targeting beauty consumers of all ages.

“We are thrilled about our new relationship with Walgreens.com and their confidence that IsaDora will complement their lineup of cosmetics. Launching online gives us instant opportunities and a nationwide consumer reach,” Ingrid-Marie Johansson, chief creative officer of IsaDora, said. “They’ve been aggressive in creating a superior experience for their beauty shopper and in embracing brands that not only offer amazing products, but also concentrates on remarkable formulations and innovations. That is what our customers demand.”

The line is now available on Walgreens.com, with seasonal colors being introduced throughout the year.

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HRG helps maximize FE profitability via Benchmark Performance Analysis report update

BY Michael Johnsen

Hamacher Resource Group, operating out of Waukesha, Wis., on Tuesday announced the update of its Benchmark Perfomance Analysis report, which is available for community pharmacies that subscribe to the company’s TEMPS Category Manager program.

“The recent updates to Benchmark will make it even easier for stores to get the most out of it. It’s simple to follow and implement, combining data and analytics in each section to highlight important points and actions specific to the store," stated Tom Boyer, director of national accounts and member of the owners group at HRG. "With a quick scan, stores will see high-performing items they aren’t stocking, under-performing products that aren’t selling as they should and potential reasons why along with category productivity against historical performance.”

Benchmark provides independent pharmacies an easy-to-read report on the performance of their front-end categories and specific items in their assortment to help them refine their inventory and maximize sales.

Improving front-end profitability is critical as prescription margins continue to decline. Designed to benefit busy store owners, front-end managers and pharmacists, Benchmark is a tool that identifies how individual products are impacting sales and profit and provides a summary of actions that can be taken to improve the profitability of the front-of-store. The report is driven by HRG’s exclusive Never Outs items, which are products that contribute up to 50% of sales in their respective categories.

Benchmark Performance Analysis reports are published twice annually and cover department productivity, new purchases, non-achievers, under-achievers and private label purchases. The report is a true benchmark for stores because it includes comparisons in each section to like stores with similar categories and total sales nationwide.

 

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Cosmetic Promotions shares secrets for successful product launch

BY Gisselle Gaitan

Cosmetic Promotions, a full-service marketing and advertising company that only handles beauty brands in mass retail, is divulging advice on how smaller brands can enter an already booming market. The Orlando, Fla.-based company issued four rules in an infographic, found here, that it believes will help a brand launch its product successfully.

The first rule of thumb issued is understanding the market. The company states that American families buy the same 150 items repeatedly, and the quickest way to persuade them to purchase a product is by adding it to their list through a trial, as 25% of consumers buy a product after sampling and 50% plan to buy it in the future.

Letting consumers try on the product before purchasing is the second rule to follow. Cosmetic Promotions states that 89% of first-time purchases are typically made after a trial or sample.

Using multiple media channels to reach the intended audience is the third rule. Print, online ads, email blasts, sweepstakes and signage in addition to in-store promotions will get the message across to consumers.

Finally, the company urges the importance of training a sales force. Turns out that 70% of customers want interaction with a sales associate before buying an item and 40% actually end up buying the product after receiving assistance.  

“We love helping our client’s brands stand out in this competitive space,” Cosmetic Promotions CEO and founder Joann Marks said. “With chains relying more and more on digital interaction, our programs to delight consumers are essential to building a new brand.”

Aside from offering advice, the company also provides assistance to brands by having its own in-house agency with more than 8,000 beauty experts. From professional makeup artists to cosmetologists, estheticians and hair and nail specialists, the company offers these services to clients looking to provide beauty makeovers or consultations to consumers. 

Cosmetic Promotions provided these services to the Yes to brand back in 2007, when first launching in the United States The marketing service set up carrot juice bars in stores and created kits for in-store beauty consultants that allowed for interaction with customers. This initiative led to the Yes to brand becoming a featured line in Walgreens locations throughout the nation — a relationship that continues to this day.

This year, the company performed in-store demonstrations with newer brands such, as Toppik, Eva NYC and Perfekt, and provided interactive sampling kits for Dessange Hair, Le Petit Marseillais and MD Complete.

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