© kantar retail 2015 merchandising deck battling the beauty barrage presented by: tiffany hogan,...

© Kantar Retail 2015

Merchandising Deck

Battling the Beauty Barrage

Presented By:Tiffany Hogan, Analyst

Brian Owens, Director

April 2015


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Beauty at Drug StoresBuilding baskets and loyalty with beauty

Source: Kantar Retail analysis

Drug stores will always have an edge when it comes to convenience, but with elevated brands and experiences, they continue to attract prestige shoppers as they rationalize their store sets

CVS, Walgreens Boots Alliance, and Rite Aid each attract these shoppers by focusing on three core areas.

–Expanding Formats–Personalized Services–Adding Exclusive Brands

© Kantar Retail 2015© Kantar Retail 2015

Expanded Formats


Walgreens “LOOK Boutique”

New, engaging, high-end beauty shopper experience and approximately 4,500 sq. feet allocated in its flag ship stores

Source: Kantar Retail analysis and store visits


Walgreens “LOOK Boutique”

More space for exclusive brands and high end fashion accessories



Rite Aid’s Genuine Well-Being Format

Improved signage and incremental space for cosmetics



Rite Aid’s Genuine Well-Being Format More Display Allocated for Beauty & Personal Care



Personalized Services


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Walgreens “LOOK Boutique On site beauty ambassadors to help personalize regimens and make selections

Source: www.retail-week.com


CVS MinuteClinic

New healthy beauty personalized consultations

Source: Kantar Retail analysis and retailer website


CVS Healthy Skincare Center

New category signage, products and clinical consultations



CVS Beauty

More category education and product benefits for health beauty conscious shoppers



CVS Beauty Club

17 million CVS beauty club members enable the retailer to offer personalized discounts to its loyalty members



Exclusive Brands


Walgreens

New broader assortment and displays for Boots No 7 global store brand



Rite Aid

Exclusive brands enable Rite Aid to delight the shopper with a quality beauty solution at an affordable price



CVS Health

CVS’ exclusive store brand, Nuance Salma Hayek, promotes the retailer’s prestige category and appeals to Hispanic shoppers



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Beauty at Department StoresGetting progressive with prestige


Prestige beauty has its roots in department stores, a channel facing steep competition from beauty specialists that offer a wider variety of prestigious brands, and drug and discounters who are starting to play in the prestige branding game.

To keep up and get ahead with shoppers in this trending category, department stores are chaning their game with three core strategies:

–Improving Brand Assortment–Enhancing the Shopping Experience–Expanding Specialized Services


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Improving Brand Assortment


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Kohl’s Store-wide campaign to increase national brands takes a strong focus in beauty

Source: Kantar Retail analysis and store photos


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Sephora Inside JCPenneyThe shop-in-shop concept imports brand equity from both Sephora and its assortment of prestige beauty brands into the JCPenney assortment



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Enhancing the Experience


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Kohl’sA revamped and expanded beauty department highlights key brands and products with more prominent lighting and displays



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Macy’sThe open-sell Impulse department encourages new brand exploration and product interaction



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Expanding Specialized Services


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Macy’sAdding branded interaction with “experts” draws shoppers in for an experience, not just a purchase



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JCPenneyWeekly beauty “happy hours” draw shoppers back to stores regularly



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BluemercuryA look inside Macy’s newly-acquired beauty specialist retailer



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Bluemercury: A look insideWood floors, marble counters elevate the experience and blur the line between retailer and spa; Easy access displays allow for maximum exposure to product interaction


Floor décor helps create

easy/inviting atmosphere


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Bluemercury: A look insideStrong brand messaging draws shoppers in; Once inside, packaging takes a focus over signage, encouraging interaction.



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Bluemercury: A look insideTesters available for high-end products; Branded events and services entice shoppers to interact with both brand and retailer.


© kantar retail 2015 merchandising deck battling the beauty barrage presented by: tiffany hogan,...

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