Beauty Store Business

MAY 2017

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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10 May 2017 | Ruslan Dashinsky, 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."

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