10 May 2017
|
beautystorebusiness.com
Ruslan
Dashinsky,
gettyimages.com
Volumize your shampoo
and conditioner aisle
with these must-have
products, plus tips to
help customers fi nd
new faves!
by Manyesha Batist
S
hampoo and conditioner are everyday personal-care staples, like toothpaste. As a result,
consumers can get in a rut—often tied to a specific hair cleansing and conditioning duo
they purchase like clockwork. So, how can retailers inspire consumers to try something
new and experience revitalized locks?
"Have focus days," says Doug Martucci, director of education and creative director for
ProRituals. "If you're focusing on a new product launch, utilize a product specialist to engage
customers in a demo. Send out an email blast to let customers know that there will be a
new launch and an educator offering demos at the store during peak hours. Have a table set
up with cross-support products to help cross sell—think outside the box. When it comes to
displays, utilize a new launch as a way to gain traction on slower moving SKU bases. For
example, pair a new dry shampoo with a teasing brush and hairspray in your displays, with
a get-the-look card."