Duane Reade is helping shoppers avoid beauty blunders and fashion faux pas. The chain just set up mini boutiques in 214 stores offering everything from Hollywood Fashion Tape to Garment Shields.
Located on a side panel in the beauty department, the display offers 13 top-selling items from Hollywood Fashion Secrets, a company specializing in fix-it solutions for fashion and beauty gaffes. Beauty was selected to launch the concept because of heavy traffic and the link between beauty and fashion. Hollywood Fashion Secrets offers beauty products such as Portable Eye Makeup and Nail Polish Corrector and Remover.
“Duane Reade is a strong example of our recent success with mass drug retailers,” said Matt Goldberg, chief executive officer of Hollywood Fashion Secrets. “The buyers got it right away and our products fit perfectly in their stores in the beauty aisle.”
For the mass-market arena, getting a foothold in the category is paramount to avoid losing sales to specialty stores. In fact, several retailers lament the fact they let retailers such as Victoria’s Secret and Bath & Body Works siphon off their share of fragrances and bath category sales.
Goldberg said company sales were up 36 percent in 2014 thanks to a growing awareness of beauty and wardrobe issues. “According to our research, nearly 96 million women say they have experienced a wardrobe malfunction and would purchase solutions to fix the problem,” he said. Hollywood Fashion Secrets products are available in 30,000-plus doors.
Exposure to the lineup gets a boost from spokeswoman and fashion expert Stacy London who recently appeared in witty videos illustrating the products in action tackling gaping necklines or deodorant stains. London’s image is on the in-store merchandising fixtures. “They see the product collection, they see Stacy London on the fixture and they have their aha moment — these tools really help women in their daily routines of getting dressed and looking put-together and staying that way throughout the day,” noted Goldberg.
The videos are available on YouTube and linked from new digital ads for Hollywood Fashion Secrets.