Monthly Retailer Category Tips — Skin Care

July 12, 2021By Behind the Shelf Blog, Focus on the Pharmacy Front End Blog, Monthly Retailer Category Tips

by Holly Ockelmann, merchandising analyst, part of Monthly Retailer Category Tips

Therapeutic skin care is a differentiator for independent pharmacies so implement these tips to satisfy demand and boost sales.

  • Therapeutic skin care continues to be an important player in the department. Manufacturers are introducing innovative products to address concerns like sensitive skin, eczema, and skin hydration. J&J has introduced Aveeno® Restorative Therapy, an effective skin care regimen for sensitive skin. Galderma Labs has expanded its Cetaphil® line with Sheer Hydration lotion containing blue daisy which delivers weightless, long-lasting hydration to replenish dry, dehydrated skin. O’Keeffe’s® added Eczema Relief Skin Protectant Hand Cream and Eczema Relief Body Cream with colloidal oatmeal to instantly soothe and moisturize dry, itchy, irritated skin. Therapeutic skin care is a differentiator for independent pharmacies so remove slow moving products from this subcategory to make room for these new items. New products bring fresh innovation to the category and attract consumers — some of whom may be compelled to shop the subcategory or category for the first time. Cut-in new items as soon as possible to capitalize on the increased sales and profits they generate.
  • Several manufacturers are also going through product restages such as packaging refreshes and formula updates. Two of the brands are Cetaphil® and Neutrogena®. These flow-through changes are coming soon and will continue for the remainder of 2021. Promote your older stock to accelerate sales, then feature those products with updated packaging to bring a uniform, up-to-date look to your skin care department.
  • Dermatologists and pharmacists are trusted sources for skin care recommendations. When filling prescriptions, check for side effects such as dry or itchy skin. Making product recommendations to help address these issues will lead to customer trust and loyalty, as well as increased sales. Drugs.com has a tool to search for side effects which will be a useful resource.