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Shelf Life
Shelf Life Bringing your shelves to life Skin care Edition 8 Shelf Life | Edition 8 | Skin care 3 Welcome to Shelf Life Skin care has never looked so good! As a category that affects everyone, each and every one of your customers has a skin care need – and this edition of Shelf Life will help you build on that. What must not be underestimated is the size and scope of the category itself: it ranges from beauty treatments, to remedies for medical skin conditions – and obviously, in spring and summer, sun protection too. In order to ensure you’re providing the best service and the right product range for customers, you’ll have to examine products closely, learn about different skin types, and PDNH\RXU¿[WXUHVDVDWWUDFWLYHDVSRVVLEOH7KHUH¶VD lot to do! Thankfully, insights into customers’ shopping habits show some key areas upon which you should focus. Anti-ageing products, for example, are growing in popularity with both men and women.1 More generally, facial moisturisers have been strong sellers in pharmacies,2 where expert advice about such products is highly valued by customers. Big brands are the natural leaders in the skin care market,3 perhaps because people will only put their skin – a personal part of their identity – in the hands of reliable, trusted names. You should therefore ensure leading players, like L’Oréal and Nivea, are highlighted LQ\RXU¿[WXUHV As well as these emerging trends, there are also seasonal reasons why it’s now time to face up to skin care – this Shelf Life will show you how… Why skin care now? 1 3 Time to showcase your knowledge As buying habits reveal, shoppers value the expertise of pharmacy. And since spring and summer is the time when many of us want to shed winter layers and get skin-beautiful, it’s a time when that expertise will be in demand. The market is forever broadening The quest for beautiful skin is becoming a national pastime. Older women, for example, are splurging more than ever on skin care, with their spending increasing by 200 per cent in the last year alone.4 Meanwhile, men are making moisturiser one of their grooming staples, swapping man-with-a-frown for man-about-town. 2 Skin care has a natural association with sun protection Skin care is a relevant and plausible subject to introduce into conversation when you’re discussing sun protection with customers, since sun exposure is linked to skin ageing. 4 The allergy link The hay fever and allergy season is upon us. $QGDVLJQL¿FDQWQXPEHURISHRSOHZLWKVXFK DOOHUJLHVH[SHULHQFHDOOHUJLFLQÀDPPDWRU\ VNLQFRQGLWLRQVWRR<RXPD\¿QGVXFKSDWLHQWV report skin irritations in the warmer weather – and you can help by offering skin-soothing, hypoallergenic treatments. We know the world of pharmacy can be full of frustrating abbreviations and acronyms… So we aim to lose the lingo and banish the buzzwords WRKHOS\RXDSSO\LQIRUPDWLRQTXLFNO\DQGHDVLO\OHDYLQJ\RXWRJHWRQZLWKZKDW\RX¶UHEHVWDW±GHOLYHULQJ¿UVWFODVVKHDOWKFDUHWR\RXUFXVWRPHUV 4 Shelf Life | Edition 8 | Skin care Shelf plan 7KHNH\WRVWRFNLQJ\RXUVNLQFDUH¿[WXUHFRUUHFWO\LVWRWKLQNRI the different skin types – like oily and spot prone, dry and normal. Testing, testing, 1, 2, 3… 6SHFL¿FFRPSODLQWVRUDUHDV±OLNHDFQHVFDUVOLSDQGKDQG care – warrant their own shelf, while shaving products and accessories should also be included. Being able to try before you buy is a great way to encourage customer interest – it’s seen in supermarkets with food, as well as perfume counters and fashion shops. Skin care – seven shelves Skin care products are no different. People like to check the feel and scent of such treatments, and may even want to leave creams and lotions to sink in before they make their decision. Be friendly and encourage them to do this with clearly marked testers. In doing so, you’ll make this often-confusing category much more inviting. And don’t forget to put tissues nearby! Acne, scar treatment, lip and hand care New kids on the block 1(: 1(: 1(: Keep it clean We’re all raised to keep our skin clean and hygienic. So a customer ZRQ¶WEHLPSUHVVHGE\D¿[WXUH that’s dusty, sticky and smeared with dabs from testers. Dry and medicated skin care When you’re restocking items, use antibacterial wipes to clean down surfaces for sparkling shelves that speak skin care. Dry and itchy skin care What is SPF? Many moisturisers – especially those for day time use – contain sun protection, and the British Skin Foundation has a simple explanation of what customers should look for: “Use a sunscreen of SPF30 (SPF stands for ‘Sun Protection Factor’) which refers to the level of protection against UVB radiation, linked to skin cancer. “Also look for a four or ideally ¿YHVWDU89$UDWLQJRQWKHERWWOH which will help protect from UVA radiation, associated with skin ageing.”1 ‘Broad spectrum coverage’ is another way this is described – and the term will often appear on the packaging. Shelf Life | Edition 8 | Skin care 5 Top tips You can improve your customers’ experience of skin care by offering the following advice: Local /RFDO space Mass market facial skin care Ź Drink at least eight glasses of water daily. Not only does it raise energy OHYHOVLWÀXVKHVRXWLPSXULWLHVIRUD clear complexion Local /RFDO%UDQGV space Mass market facial skin care 1(: New kid 1(: on the block 1(: ŹConsider a lifestyle detox. Quitting smoking and cutting back on alcohol intake will greatly improve the look and feel of skin ([IROLDWH Exfoliate and *UDGXDO gradual tanning 7DQQLQJ products 3URGXFWV Mass market facial and body skin care Local /RFDO space ŹSummer brings air conditioning, swimming pool chlorine and sea salt, which can all dry otherwise healthy skin. Maintaining a regular moisturising regime can combat this Local /RFDO space ŹWith many shaping up for the beaches and bikinis, spring and summer often prompt people to eat more healthily. Customers can help their skin as they do, by ensuring diets are rich in fresh fruit and vegetables, which contain antioxidants, vitamins and minerals to ¿JKWVNLQDJHLQJDQGJLYHLWDQDWXUDO glow from within. Shaving, cotton wool and accessories Get under the skin of this category 8VHWKHIROORZLQJLQVLJKWVWRSHUIHFW\RXUDSSURDFKWRWKHFDWHJRU\LQVSLULQJFXVWRPHUFRQ¿GHQFHDQGOR\DOW\ Ź Facial skin care products are part of nearly everyone’s routine! 98 per cent of women and 88 per cent of PHQXVHWKHP±VRZKHQZHOOVWRFNHGDQGSUHVHQWHG\RXU¿[WXUHVKRXOGKDYHVRPHWKLQJWRVXLWHYHU\ERG\ Ź Eczema affects 20 per cent of children and eight per cent of adults. Sympathetically remind those with the condition that they are not alone and there are many effective treatments available. Ź Don’t forget the younger anti-ageing market! Remember, that along with treatments for existing signs of ageing, some anti-ageing products have a preventative action. These tend to be targeted at younger customers, encouraging them to combat wrinkles before they appear. Ź Hydration is the feature most customers seek from their skin care product, with 73 per cent of women and 45 per cent of men stating it is the most important action. Make sure you emphasise this when discussing relevant products. Ź Facial moisturisers are the undisputed top seller in the whole skin care category. They account for 82 per cent of purchases by women and 41 per cent by men. So, if there’s one product that should never be in short supply, it’s the facial moisturiser! Ź The message about sun-related skin damage seems to be getting through. 66 per cent of people are concerned about their skin burning when in the sun, so you should primarily focus your sun care discussions on the extra protection of high-SPF products, before talking about other sun care items. 6 Shelf Life | Edition 8 | Skin care Product checklist: skin care 8VHWKHVHKDQG\WDEOHVWRZRUNWKURXJK\RXU¿[WXUHVWRHQVXUHVWRFNLVXSWRGDWHLQWKHFRUUHFWSRVLWLRQ and to order any new products required. Product code Description Pack size Sub-category Shelf 1 CLE0189M Clearasil Skin Perfecting Wash 150ml Acne CLE0289K Clearasil Ult Rapid Action Tment 25ml Acne CLE0389X Clearasil Ult D/Pore Wash 150ml Acne CLE0388M Clearasil Ult D/Pore Scrub 125ml Acne 65 Acne CLE0297W Clearasil Ult Pads BIO0239M Bio-Oil 60ml Scars BIO0305Y Bio-Oil 200ml Scars VAS0483T Vaseline Lip Therapy Rosy Lips 20g VAS0351R Vaseline Lip Therapy Original 20g Lip care LYP0062G Lypsyl Lip Moisturiser Original 4.2g Lip care LYP0063C Lypsyl Lip Moisturiser S/Berry 4.2g Lip care BLI0032G Blisteze / Blistex Relief Cream 5g NEU0119L Neutrogena Hand Cream Unscented 50ml Hand care NEU0069K Neutrogena Hand Cream Scented 50ml Hand care VAS0408N Vaseline Hand & Nail Lotion 75ml Hand care LOT0057A Lotil Cream 50ml Hand care OIL0195P Oilatum Junior Emollient Bath 150ml Medicated skin care OIL0476U Oilatum Junior Cream 150g Medicated skin care OIL0533Y Oilatum Junior Lotion 200ml Medicated skin care OIL0194T Oilatum Bath Formula Adult 150ml Medicated skin care AVE0077G Aveeno Bath/Shower Oil 250ml Medicated skin care Lip care Lip care Shelf 2 AVE0073W Aveeno Cream 100ml Medicated skin care AVE0212V Aveeno Daily Moisturising Lotion 200ml Medicated skin care CET0154L Cetaphil Gentle Skin Cleanser 236ml Medicated skin care CET0153P Cetaphil Moisturising Lotion 236ml Medicated skin care EUC0112B Eucerin Atocontrol Cleansing Oil 400ml Medicated skin care EUC0110J Eucerin Atocontrl Bdycare Lotion 250ml Medicated skin care EUC0111F Eucerin Atocontrl Acute Care Cream 40ml Medicated skin care EUC0115M Eucerin Atocontrl Face Care Crem 50ml Medicated skin care VAN1557K Vantage Aqueous Cream 500g Medicated skin care Shelf 3 EAA0076E E45 Shower Cream 200ml Medicated skin care EAA0016D E45 Lotion Moisturising Lotion 200ml Medicated skin care EAA0035P E45 Moisturising Lotion Pump Pack 500ml Medicated skin care EAA0001T E45 Cream 50g Medicated skin care EAA0003L E45 Cream 125g Medicated skin care EAA0080J E45 Cream 350g Medicated skin care EAA0081F E45 Itch Relief Cream 100g Itchy skin EUR0014C Eurax Lotion 100ml Itchy skin EUR0013G Eurax Cream 100g Itchy skin LAN0052W Lanacane Medicated Cream [Combi] 30g Itchy skin LAN0259N /DQDFDQH$QWL&KD¿QJ*HO 30g Itchy skin LAN0114T Lanacane Medicated Powder 175g Itchy skin Actioned? Shelf Life | Edition 8 | Skin care Product code 7 Description Pack size Sub-category Shelf 4 OLA0262L Olay Anti Wrinkle Day Cream 50ml Mass skin care OLA0263H Olay Anti Wrinkle Night Cream 50ml Mass skin care OLA0384J Olay Anti-Wrinkle 2in1 Cream/Serum 50ml Mass skin care OLA0471P Olay Anti Wk S'tive Cream SPF15 50ml Mass skin care OLA0473H Olay Anti Wk S'tive Night Cream 50ml Mass skin care OLA0287W Olay Age Defying Wetcloths OLA0285H Olay Age Defying Facial Wash OLA0310U OIL0118R OIL0120H 25 Mass skin care 150ml Mass skin care Olay Gentle Cleans Facial Wipes 20s Mass skin care Olay Double Action Norm Day Cream 50ml Mass skin care Olay Double Action Night Cream 50ml Mass skin care Local Space Shelf 5 SIM0485L Simple Facial Cleansing Wipes SIM0287H Simple Facial Wash Moisturising 25 Mass skin care 150ml Mass skin care SIM0373R SIM0376F Simple Purify Cleansing Lotion 200ml Mass skin care Simple Soothing Toner 200ml Mass skin care SIM0379Q Simple Eye Make Up Remover 125ml Mass skin care SIM0555U Simple Hydrating Lt Moisturiser 125ml Mass skin care SIM0556Q Simple Replen Rich Moisturiser 125ml Mass skin care FAC0250V Face D Facial Cream 30ml Mass skin care JOL0013F Jolen Creme Bleach 30ml Mass skin care JOL0014B Jolen Creme Bleach Mild Formula 30ml Mass skin care 25 Mass skin care Local Space Shelf 6 NIV0460N Nivea Vis Cleansing Wipes Nor NIV0007P Nivea Creme 50ml Mass skin care NIV0060V Nivea Creme 200ml Mass skin care NIV0281V Nivea Lotion Normal Skin 250ml Mass skin care NIV0377Y Nivea Soft Int Moist Cream Tube 75ml Mass skin care NIV0628H Nivea Soft Int Moist Cream Tub 200ml Mass skin care VAS0471A Vaseline Intensive Rescue Lotion 200ml Mass skin care VAS0403K Vaseline Essential Moisture 200ml Mass skin care VAS0515E Vaseline Spray&Go Ess Moisture 190ml New VAS0517T Vaseline Spray&Go Moisturis Aloe Vera 190ml New VAS0516A Vaseline Spray&Go Moisturi Cocoa 190ml New STM0011T St Moriz Instant Self-tanning Da 200ml Self-tanning STM0009G St Moriz Instant Self-tanning 200ml Self-tanning GIL0395D Gillette Satin Care Sensitive 200ml Hair removal VEN0254Q Gillette Venus Breeze Spa Razor 1 Hair removal VEE0031G Veet Cold Wax Strips Short Hair 20 Hair removal VEE0039U Veet Hair Removal Cream Original VAN1577S Shelf 7 100ml Hair removal Vantage Cleansing Facial Wipes 25 Face wipes VAN1422U Vantage Cotton Buds 100 Cotton wool VAN1417T Vantage Cotton Buds 200 Cotton wool VAN1374L Vantahe Cotton Wool Balls White 100s Cotton wool Local Space Actioned? Shelf Life | Edition 8 | Skin care 8 Action list Time for action! Work through and tick off the following three steps to make your skin care shelves and service shine this spring and summer! to ensure key brands are highlighted, 1. Use the shelf plan and product list products are moved to your clearance new products feature and older section, where applicable. the possibility of having a skin care 2. Talk with your line manageit,r about you and colleagues could get together, treatment trial session. In below. at a quiet time, to review items using a template like the one shown Retail About All of section ads’ ‘downlo the For more copies of this, visit on www.aah.co.uk All About Retail archive section to refresh 3. Visit www.aah.co.uk and theated categories. For example, recap your sun your knowledge of skin-rel ented protection knowhow with edition 3 of Shelf Life, which supplem 25. Talking Shop edition Put it to the test: skin care Name of product: Brand: Unique qualities according to manufacturer: What type of customer is it aimed at? (Age, gender, skin concern, pricing band) What does it smell like? What does it feel like on the skin? (E.g. greasy, drying) $Q\LQVWDQWQRWLFHDEOHVNLQUHDFWLRQV"(JVNLQIHHOVFRROHGLWFKLVFDOPHGVKLQHLVPDWWL¿HG Having experienced it, why would you buy this product? 24 Talking Shop | Edition 30 | Spring and Summer Health
