Hair Care is growing for independent pharmacies
by Kyle Lentz, category analyst
The Hair Care category as a whole ranks 11th in terms of dollar sales for independent pharmacy and is the number two Beauty category after Skin Care. Hair Care is growing overall for independents and the tips below will help you capitalize on sales in this department.
- The therapeutic shampoos, conditioners, hair & scalp treatments subcategory represents 20.2% of the category and is the sweet spot for independent retailers. You likely won’t be able to compete on price with big box retailers, so focus on selection, especially with therapeutic products. Due to the medicated nature of this subcategory, patient counseling usually stimulates a purchase, so take time with customers to explain features and expected benefits, and encourage add-on sales as appropriate.
- One of the hottest new category trends for 2018 is the inclusion of natural ingredients that normally aren’t associated with hair care. A great example is the line extensions from the hair care brand OGX®. Some of the ingredients they’ve infused into their shampoos and conditioners include pomegranate, ginger, marula oil, sake essence, tea tree mint, and amber extract. Draw attention to these products with shelf signs and any manufacturer-provided promotional or educational materials.
- Another trend that is sweeping hair care is lightweight ingredients. Micellar water contains micelles which are tiny fatty acid clusters that suck up dirt and oil. Most major brands, including Pantene and Herbal Essences®, have a version of micellar water shampoo and conditioner. Educate yourself on how micellar water works so you can explain it to customers who may be unfamiliar with the new ingredient and its benefits. Most major skin care brands have information on their websites.