Simplify the shopping experience in the skin care department

by Kelly Zygowski, jr. category analyst, part of Monthly Retailer Category Tips

Employ these strategies to help your customers easily find what they are looking for in your skin care department.

  • Skin care is the number one beauty category in dollar sales in independent drug*. Due to the vast number of products in the category, it can be overwhelming to shop. Simplify your customers’ shopping experience by using signage to clearly call out each segment. Also, use shelf signs to draw attention to new items and doctor-recommended products to increase sales.Woman caring for her skin
  • Therapeutic products are top performers in the independent class of trade, and many manufacturers have launched products over the past year to help grow skin care sales. L’Oréal has expanded on the popular CeraVe line with CeraVe Resurfacing Retinol Serum, formulated to help brighten skin and improve smoothness. Galderma Labs added Cetaphil® Ultra Healing Lotion with Ceramides, created to soothe and nourish sensitive, dry skin. Medline Industries also introduced Remedy, a new therapeutic brand, to the category. Create distinct blocks of therapeutic and beauty brands within each subcategory to help shoppers more easily navigate the department.
  • In times of economic downturn, some of your customers will be seeking value products, while others will be looking to pamper themselves with smaller, indulgent purchases. Stocking a variety of price points within both value and premium brands will help to satisfy your shoppers’ needs.

 

Source: Hamacher Resource Group, Inc. — Wholesaler Withdrawal — 52 weeks