NEW YORK — Back-to-school shopping list: jeans, pleated skort, argyle vest, rep-tie belt, notebooks, lip gloss and shaving cream.
Beauty retailers are riding on the coattails of the fashion industry this year, hoping shoppers will buy cosmetics and toiletries along with school supplies. “There’s not a lot of newness in beauty, but there is in fashion. So beauty marketers are linking with apparel,” explained Wendy Liebmann, president of WSL Strategic Retail.
Mass marketers plan on a robust back-to-school selling season, and beauty suppliers hope that will include impulse cosmetics purchases.
Back-to-school spending is second only to Christmas. According to the National Retail Federation, sales are expected to top the $40 billion mark this year. A study from NRF found that families plan to spend an average of $483 this year for children in grade school and high school, up 7 percent from $450 last year.
With all of the customer traffic in stores, merchants want to tempt shoppers with impulse beauty buys. Many are erecting b-t-s displays featuring beauty items.
Kohl’s is using the sales period to introduce its new everGirl collection, which includes beauty products from Townley. The advertisements show personalities of the four types of girls the collection appeals to and appropriate beauty products. For example, the character identified as a “dreamer,” an aspiring rock star, has a lip gloss packaged in a guitar shape.
EverGirl is promoted on Nickelodeon, and its message is apparently reaching the audience. “I was planning on taking my daughter to Bloomingdale’s for back-to-school clothes,” said a Long Island mother. “She asked that we go to Kohl’s instead because they have everGirl.”
Another popular marketer for young girls, Delia’s, features advertisements for products such as Skintimate shaving cream and Stridex acne medication in its b-t-s mailer. Skintimate is featured in fashion layouts as a way to achieve silky legs to complement fashionable short skirts.
Target also tied in beauty necessities with b-t-s shopping in its ad. Products including Biore, Almay Nearly Naked and Suave hair care items are positioned next to backpacks and calculators. At Eckerd, coupons are featured in the school ad for $2.00 off Revlon cosmetics and for a buy one, get one free deal on all L’Oréal face products.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)