There's always been hope in the retail industry. That hope is being played out in health and beauty care firms' marketing departments, in the form of gutsy product launches and novel marketing avenues. Sometimes it takes revolutionary products to shake up consumers.
French-based industry leaderL'Oréal is spending more on new items, for example, even as the company struggles financially. Although it's bowing out of the Oscars, the firm is trying new infomercial-style spots on daytime TV. It's quite a change for L'Oréal to use a format once favored by late-night chopping utensils or hair-growth products.
Then there's the new twist on deodorant marketing, as highlighted by The New York Times, that shows that promoting sweating can be sexy. Today, heavy-duty formulas are fueling deodorant growth, and clinical strength formulas are available from brands such as Secret and Gillette.
Dial is also trying a fresh approach with its antiaging shower products as a new twist on traditional shower items. Dial owner Henkel is spending $8 million behind this effort. Procter & Gamble is bringing the natural concept to its Pantene hair care with Pantene Pro-V Nature Fusion.
In cosmetics, the wealth of new and better mascaras is igniting sales, along with ideas such as Jane's Aquaceuticals. From a retail store standpoint, Beauty 360 is something bold, but so are smaller moves such as a new sun care line at Rite Aid with the Skin Cancer Foundation Seal of Recommendation.
When shoppers aren't in the mood to buy, it takes more energy to persuade them they need something new. That is what these moves are bringing to retail. Shopper traffic and shopper frequency is down, according to research from TNS Retail Forward. Some customers are trading down to drugstores and dollar stores. Watch for dollar stores to expand departments to serve these shoppers.
A few words with Diana Dolling-Ross of Town and Country Apothecary in Ridgewood, N.J.: Dolling-Ross has an independent drugstore that rivals any department store beauty collection. She talks about new competition moving in on her specialty turf. To get business going, she's taken her upscale items on the road, to home parties and in-store demonstrations.
WWDBeautyNews: How do you feel about CVS and others with new beauty concepts that could compete with you?
Dolling-Ross: I think that CVS' New Beauty 360 makes sense. The gap between prestige and mass has lessened, and there is an opportunity for alternative distribution for beauty in areas such as spas and CVS Beauty. I never take any competition for granted. If a CVS New Beauty should move into my town, I feel that I have an advantage because I've been in business here for almost '5 years, I live in the community and the business that I have created here is carefully woven within the community. I study each and every consumer and create customized programs for my customer. I also believe that competition keeps me on my toes!
What's in Store Rite Aid Gets Upscale Sun Line: Rite Aid is launching its own premium quality sun care line to compete with national brands and those found at high-end specialty retailers — but at a lower price. Seven of the products will feature the Skin Cancer Foundation Seal of Recommendation.
Antiaging Not About To Sag: Mintel expects antiaging creams to be strong with U.S. sales up '3 percent, outpacing general facial skin care.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty