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.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.