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Only on SkinInc.com: Exclusive commentary from Dori Soukup, retail expert and founder of InSPAration Management and spa consultant Elaine Sauer is included in this news item explaining how you can use this information to increase sales of bath and body products in your skin care facility.
A recent Mintel survey reveals that price is a leading factor in consumer purchase decisions for soap, bath and shower products. Scent and moisturization, however, are significant influencers. Thirty-eight percent of Mintel respondents who have purchased soap say their decision is based mainly on scent, while 35% say they prefer shower products with extra moisturizers.
According to Dori Soukup, retail expert and founder of InSPAration Management, "Memories are increased by 40% when exposed to pleasant aromas and fragrances, says to Martin Lindstrom the author of Brand Sense: Sensory Secrets Behind the Stuff We Buy (Free Press, 2010). Skin care professionals could sell a lot more products if they provided more sampling opportunities in their spa boutiques. It seems that many are so concerned with the cost of testers that they don’t take the clients on a sensory experience. This leads to no sales. Sampling is a proven, effective method to engage and get the people to purchase products."
“Although many top brands have answered demand for these qualities, there are substantial opportunities for private label brands to enter this arena during the slow economic recovery,” said Kat Fay, senior beauty analyst, Mintel. “The U.S. soap consumer is looking for bargains now more than ever as household budgets remain tight, therefore private label brands need to have a lower price-point and deliver lather, fragrance and significant moisturizing ingredients.”
Meanwhile, 60% of Mintel’s respondents claim that finding soap or body wash products on sale or at the lowest cost is important/very important to them, and 18% of soap-buying consumers say they look for the least expensive brand of soap or body wash.